A new entertainment studio called Promise launched today with backing from media veteran Peter Chernin and Andreessen Horowitz, aiming to blend traditional filmmaking with AI technology. The studio is billing itself as a new way to produce films, series, and create entirely new storytelling formats using generative AI.
Why it matters: Promise signals AI's growing influence in Hollywood. It is a bold attempt to push storytelling forward, using generative AI to explore new creative boundaries. The studio's goal is to empower a new generation of creators by combining cutting-edge technology with traditional filmmaking expertise.
The big picture: The Los Angeles-based company arrives as entertainment studios grapple with how to effectively use generative AI in production while navigating concerns from creative talent.
Behind the scenes: The studio is led by three entertainment and tech veterans:
- George Strompolos (CEO) and Jamie Byrne (President/COO), who helped develop YouTube's creator ecosystem
- Dave Clark (CCO), an independent filmmaker specializing in generative AI
What's happening: Promise is developing MUSE, proprietary software that integrates AI tools into the production workflow. The company says this will help both AI artists and traditional Hollywood talent create content more efficiently.
What they're saying: "We believe this is a transformational moment in entertainment and a studio must be built from the ground up — around the artists, the tech, and a new workflow," Strompolos said.
Between the lines: The investment from Chernin, whose North Road Company produces content for multiple platforms, suggests traditional media sees AI as crucial to future production methods.
What's next: Promise is already working with AI artists and Hollywood talent to develop films and series, though no specific projects were announced.
The bottom line: While several studios are experimenting with AI, Promise represents one of the first attempts to build an entire production company around the technology.