Fremantle has launched Imaginae Studios, a standalone label that will harness the power of artificial intelligence to “push production boundaries and drive innovation in storytelling,” according to the production and distribution giant.
Fremantle is known for hit unscripted shows like “American Idol” and “America’s Got Talent,” drama series like “Normal People,” and films such as Luca Guadagnino’s “Queer” and Yorgos Lanthimos’ “Poor Things.”
Imaginae will “leverage all AI solutions, technologies and tools for the creative community, embracing experimentation, innovation and vision,” the company added. The label will offer “opportunities for the next generation of creative talent, with the hire of a dedicated team of creatives with a passion for innovation in storytelling.”
Andrea Scrosati, Fremantle’s group chief operating officer and CEO Europe, is spearheading the launch of the independent label, whose creative team will work exclusively within the new business.
Scrosati said: “Our mission is, and will always be, to give creatives the best tools and the best support to deliver incredible content for audiences globally. AI offers incredible new opportunities to transform ideas into images, video, sound and art.
“The mission of Imaginae Studios will be exactly that – to serve as a bridge between extraordinary human creativity and cutting-edge technology, fostering a creative sanctuary where innovation meets experimentation. We believe that behind every powerful AI tool, there must be a brilliant creative mind guiding its potential.”
Fremantle said Imaginae “reinforces its commitment and investment in creative talents, ideas and innovation with the goal of delivering cutting-edge, high-quality entertainment to audiences worldwide.”
The company would adhere “to the strictest intellectual property and compliance standards,” it added. Variety