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PulseReporter > Blog > Money > Runway’s AI reworked movies. The $3 billion startup’s founders have a daring, new script: constructing immersive worlds
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Runway’s AI reworked movies. The $3 billion startup’s founders have a daring, new script: constructing immersive worlds

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Last updated: July 4, 2025 7:19 am
Pulse Reporter 4 hours ago
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Runway’s AI reworked movies. The  billion startup’s founders have a daring, new script: constructing immersive worlds
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Artists like Claude Monet, Pierre-Auguste Renoir, and Edgar Degas have been ridiculed, their work described by critics as “base,” “unfinished,” and the worst factor to ever occur to artwork. A business flop, the exhibition noticed 3,500 guests, who largely sauntered by to specific horror on the plain frames and particular person brushstrokes. 

A couple of decade later, Georges Seurat would begin A Sunday Afternoon on the Island of La Grande Jatte. Seven toes tall and ten toes huge, Sunday would change into essentially the most well-known instance of an Impressionist offshoot method, pointillism. 

Sunday’s central conceit was easy—one detailed picture of a bustling afternoon at a Parisian park on the Seine. In case you regarded carefully, you might see distinct spots of shade and lightweight that zoomed out into parasols, devices, hats, people, and a monkey on a leash. Every picture might be unraveled, deconstructed into particular person dots—the pixels of an analog age. And there’s a direct throughline between Seurat and the Impressionists and Whole Pixel Area, the profitable movie at this month’s Runway AI Movie Competition (AIFF). 

“Pixels are the constructing blocks of digital pictures, tiny tiles forming a mosaic,” the movie’s velvety voiceover says. “Every pixel is outlined by numbers representing shade and place. Due to this fact, any digital picture will be represented as a sequence of numbers…Due to this fact, each {photograph} that would ever be taken exists as coordinates. Each body of each potential movie exists as coordinates. Each face that would ever be seen exists as coordinates. To disclaim this could be to disclaim the existence of numbers themselves.”

Jacob Adler, who made Whole Pixel Area, is a classically-trained musician and composer, a multidisciplinary artist rendered a filmmaker by advances in AI. Adler labored on the movie for greater than a 12 months, producing tens of 1000’s of pictures alongside the way in which, impressed by Jorge Luis Borges’s quick story “The Library of Babel” and the miracle of constructing sense in a random, huge world.

“I used to be fascinated by the act of producing these pictures, and it spawned all these philosophical questions,” stated Adler. “On this huge combinatorial house of language, the overwhelming majority of combos of letters are gibberish and nonsense. So, apply that to digital imagery: What number of pictures can presumably exist? And what number of of those pictures are incomprehensible noise? I attempted expressing this concept in different media, and it simply failed. However it got here collectively as a brief AI movie.”

Runway, the $3 billion AI video startup, has hosted the AIFF since 2023 to showcase quick movies made with AI. This 12 months’s pageant—gained by Whole Pixel Area—marked a serious leap: from 300 submissions in small NYC theaters in 2023 to a sold-out Lincoln Heart present with 6,000 submissions, drawing a global crowd. Runway didn’t choose the winner—a panel of judges, together with administrators Concord Korine and Gaspar Noe, made the decision—however Whole Pixel Area displays how Runway is considering its personal future: AI-generated experiences that don’t simply inform tales however construct worlds.

“We’re going to have all these new types of media that transcend movie and video games, that exist in all of the areas in-between,” stated Anastasis Germanidis, Runway CTO and cofounder. “A few of it would look extra like immersive theater productions, the place there’s a hard and fast storyline, however you may sort of transfer round, experiencing it from completely different views.”

Germanidis added: “Think about these fashions get actually good at producing real looking depictions of actuality, and you’ve got a world the place you may primarily simulate most of what we care about as we navigate the world. That’s going to be each an important piece of fixing issues.  

Germanidis is considering world simulation as a precept greater than anything; one which might be utilized not simply to tales, however to biology, robotics, and physics. It’s distinctly about discovering methods to imitate not simply people, however physics and biology. 

“We would like to have the ability to simulate just about each instruction you may have within the bodily world,” stated Cristóbal Valenzuela, CEO and cofounder of Runway. “We all know that’s coming…AI labs have been very obsessive about simulating the human thoughts. However I believe that may be the fallacious strategy long-term. What you wish to do isn’t simulate how people work, however how the world works.”

We’re seeing the beginnings of this technique play out this week, as Runway plans to launch an interactive gaming expertise, marking a push into the gaming market. The product proper now could be textual content and picture technology, however is predicted to change into more and more visible over time. How this all will finally result in world-building purposes is hazy—and that’s a part of the purpose. 

“You probably have a predetermined approach of getting there, it’s too late and it’s apparent,” Valenzuela stated. “For me, it goes again to how artistic [something is]…. In case you’re not concerned in artistic acts, you don’t perceive. Most individuals who’ve any type of artistic expression inside their work know that after they begin, they don’t precisely know the place they’re heading. You’re placing your self in a really susceptible place to simply discover every part. Then, finally you’ll know by expertise that you’ll have to land someplace.”

Runway has no scarcity of competitors in AI video technology—together with however not restricted to OpenAI’s Sora, Stability AI, Moonvalley, and Pika Labs. And Runway is within the place the place they need to proceed to tell apart themselves with a purpose to compete. The corporate has raised greater than $500 million up to now from buyers like Common Atlantic, SoftBank, Nvidia, Salesforce Ventures, Felicis, and Coatue. Meta reportedly approached Runway in an try to amass the corporate earlier than dropping billions on Scale AI this summer season.  

The AI “get up” name

The historical past of artwork is a historical past of technological disruption, from the invention of the printing press to the appearance of “talkies” within the Twenties. Job displacement is, after all, a part of that story—and all the time has been. 

“Earlier than the printing press, it was all monks and individuals who knew learn how to share particular tales,” stated Valenzuela. “Then, with the printing press, extra folks may learn and write, which was handled as an apocalyptic occasion.”

That is true: When the printing press was invented in 1440 and adoption of the expertise unfold, spiritual authorities apprehensive about shedding management, and guilds of scribes have been displaced. However a world of individuals may now learn, and tales may scale. 

Valenzuela brings up one other instance, this one infused with a comically droll component: 

“Earlier than alarm clocks have been invented, you’d rent a man who got here to your door, on the time you needed, and throw up a stone to your window,” stated Valenzuela. “That was a job. What else have been you going to do for those who didn’t have household round and wanted to get up?”

In Nineteenth-century Britain and Eire, these folks have been referred to as “knocker-uppers.” They’d faucet on home windows with lengthy sticks or shoot peas at home windows to wake staff for shifts. As soon as alarm clocks have been invented, it turned pure for folks to simply, properly, use alarm clocks. As AI comes tapping at Hollywood home windows, a development that Valenzuela is instantly concerned in, the trade response has been fraught—at the same time as folks secretly use it. 

“It’s been somewhat soiled secret, as a result of whether or not it’s Runway or, you recognize, he does have somewhat competitors,” stated Michael Burns, vice chair at Lionsgate onstage at AIFF, gesturing to Valenzuela. “We consider that this software is being utilized by everyone that doesn’t speak about the truth that they’re utilizing it.”

Runway’s Germanidis says there are three phases of technological artwork evolution: getting the expertise to work, imitating present artwork varieties, after which creating distinctive varieties. We’re simply beginning to “enter that third stage with, like generative generative fashions,” he stated. That’s to not say, after all, that every part must be AI—for Adler, an artist whose apply has essentially expanded with AI, may be very clear that some issues (like surrealistic pictures and philosophical ideas) are well-suited to AI, whereas different materials (like complicated human interactions) isn’t. 

“I take a look at [AI] as a software, however I don’t know but if I’m satisfied that it’s a brand new style,” stated Adler. “There are issues I can produce with cameras which might be inconceivable with AI and vice versa—issues I can do with AI which might be inconceivable with cameras.”

That alone is an unimaginable phenomenon that speaks to pleasure, and concern, that Runway and its video AI rivals are already inflicting all through the worlds of artwork, media, and leisure. For Runway’s founders nonetheless, the actual payoff of their AI imaginative and prescient, if they will pull it off, will lengthen far past the display screen, present as one thing spectacular, immersive—and possibly unrecognizable.

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