Culver

The heart of Screenland is cozying up to artificial intelligence.

The open space in Culver Steps typically hosts community events and movie nights. But on Wednesday, it turned into a job fair for companies looking to hire talent for AI studios.

Companies showed off their life-like AI videos, urging emerging talent — and out-of-work creatives — to join them as they worked to reinvent traditional filmmaking.

“It’s a great breeding ground for this new filmmaking,” Dave Clark, cofounder of AI film production studio Promise, said about Culver City. “To the independent filmmakers here, it’s time to take back power.”

The event was part of LA Tech Week, a citywide event organized by venture capital firm Andreessen Horowitz.

Culver City is already home to big names in Hollywood and technology like Amazon MGM Studios, TikTok, Apple, and Sony Pictures Entertainment. Recently, a growing cluster of AI studios, including Promise, TrueShort, Native Foreign, and PhantomX, are expanding in the neighborhood.

Luma AI, a $4-billion Palo Alto startup that makes generative AI video software, opened a facility in Culver City last year. The company’s Dream Lab occupies a 7,000 square feet space and employs a team of 13.

“Culver City is the future of AI and filmmaking,” Caroline Ingeborn, Luma AI’s chief operating officer, said in a statement.

The companies said they are drawn by the legacy studios they hope to rival. The fact that space is available and affordable thanks to the general decline of the entertainment business in L.A. also helps.

Proponents of AI see it as an antidote to high production costs and say it allows creatives to make films that otherwise would never be made. However, many in Hollywood, its unions, and the public at large are suspicious of the surge in AI use, worried it is stealing the work of human creatives and taking people’s jobs.

The new wave of AI filmmakers have accepted the rise of AI as inevitable, and are forging ahead, increasingly in Culver City.

The city is not opposed to it.

“We’re a hub for the creative economy that is continuing to evolve,” said Adam Troy, Culver City assistant city manager, in a statement. “We look forward to what’s next in the space and what businesses see their future here in Culver City.”

TrueShort moved into Culver City last month, taking over most of a 5,000-square-foot office space near Amazon’s studio. The AI studio has raised $17 million and employs about 45 people. Around 75% of them are creatives: filmmakers, editors, sound designers and composers.

Its streaming app hosts short-form true crime audio and video shows that are fully AI-generated. On average, a 10-minute episode costs about $10,000 to make and takes about 10 days to go from idea to release.

“The next Netflix or the next Disney is going to come out of AI this time,” said Nate Tepper, cofounder of TrueShort. “And, in a way, it kind of needs to be a startup because the big incumbents are not going to move as fast. They’re going to be afraid of backlash.”

The company outgrew its Santa Monica office and is now located near Culver Theater.

“It is cool being next to the other bigger lots like Sony and Amazon, only because it’s inspiring,” Tepper said. “We want the lot. We want to become the big studio.”

Culver City-based creative studio Native Foreign makes AI commercials for brands that are more open than Hollywood about AI use. It has done ads for Virgin and Toys R Us.

It made one of the first AI-animated shorts, “Critterz,” using OpenAI’s software and planned to help make a movie based on it, but OpenAI pulled out of the project and canceled its video-making AI model.

“We don’t have the kind of opportunities that maybe some huge huge studios and companies have, so we are able to bag above our weight with these tools,” Nik Kleverov, co-founder of the company, said on a panel at LA Tech Week.

Google-backed Promise is another Culver City-adjacent AI studio that’s a proponent of hybrid productions, where human actors work with AI specialists. The company uses AI to generate backgrounds, visual effects, and synthetic humans for its slate of films, but a lot of the performances are shot on soundstages across L.A. using actors.

In late 2024, the studio acquired Curious Refuge, an online AI school that teaches traditional artists and newbies to use generative AI tools for filmmaking. Promise moved close to Culver from Venice in June.

Excitement about AI grows even as the industry puts up guardrails to contain it. The actors’ guild SAG-AFTRA has secured special protection against fully synthetic performers in the union contract signed this year.

However, some Hollywood veterans point out that the industry has fought over technology before. Alex Cancado, who spent years in visual effects and has worked on over 80 movies, now works in the AI Studios division of Amazon MGM Studios.

Pitching the crowd of creatives on Wednesday, he said the transition from practical effects to computer graphics was equally fraught.

“It was a challenge getting CG to be accepted by directors and producers,” Cancado said.

Much of the buzz around AI use for big productions started with a conference in Culver City called “AI on the Lot,” which started in 2023. It has since grown to thousands of attendees.

The organization also sponsored the job fair on Culver Steps and a networking happy hour for media AI companies in Culver City. It estimates that AI media companies with $2 billion in backing have converged on the city.

Mike Gioia, a founder of AI on the Lot, attends City Hall meetings and is trying to build momentum around the concept of a “Culver cluster” — bringing more companies and individuals working in AI to the neighborhood.

“We want to make Culver City the capital of AI media,” said Gioia.

On a sweltering Saturday, around 100 people gathered in Culver City for a rally and march to deliver a message to several major media companies: Help us protect our democracy.

Spotlighting Sony Pictures Studios, Apple, Pinterest and Amazon MGM Studios, all with local offices, protesters demanded that the companies sign on to the “Business for Democracy Pledge” ahead of the elections in November.

After hearing from a few speakers outside Culver City’s City Hall, the band of demonstrators marched a few blocks to the offices of Sony Pictures Studios. From there — walking by posters for the upcoming Sony release “The Social Reckoning” — they made their way back across downtown Culver City to stop outside the historic Culver Studios, now owned by Amazon MGM.

Local groups Culver City and Friends Rising and Keep Showing Up led the protests. This week, they sent letters to the chief executives of all four corporations asking them to sign the pledge. No response has been received. (Messages from The Times to spokespeople for all four companies also were not returned.)

“Businesses and particularly large corporations like Sony, Apple, Pinterest and Amazon, who are our focus today, have a particular role to play in defending democracy,” Phil Ansell, leader of Culver City and Friends Rising, said before the rally. “They have weight, and this administration cares what business says.”

He added, “We’ve seen internationally that in situations where democracy has been under threat, that when the business community stands up for democracy, it can make a huge difference in preventing a full-on shift to authoritarianism.”

Bryan “Bubba” Fish, Vice-Mayor of Culver City, was on hand as a featured speaker and noted how Culver City, a relatively small community that is home to offices for multiple international media companies, is uniquely positioned to help ensure residents’ voices are heard.

“The message of this event is that these major corporations, that are the largest and richest corporations in the history of the planet, benefit from our civilized society,” Fish said before the rally. “…The only reason they’ve been able to grow to the size that they are is because we have stable, legitimate governance, and the bare minimum should be that they commit to defending and speaking out when our elections and our democracy is at risk. That should be the floor.”

Fish added, “We’re here saying you’re a part of our community, stand for free and fair elections and defend democracy alongside us.”

Demonstrators march to the offices of Sony Pictures Studios and past posters for the upcoming Sony release “The Social Reckoning.”

(Genaro Molina/Los Angeles Times)

Reverend Dr. Frances Wattman Rosenau, pastor at Culver City Presbyterian Church, spoke outside of both Sony and Amazon MGM.

“Democracy is one of our core values as a country, and me as a person of faith, I care deeply about giving voice to the voiceless and making sure that no one is marginalized,” Rosenau said while walking from one location to the other. “And calling our business partners to come alongside us is an act of partnership. It’s time for everybody to be in the boat and rowing, affirming what we stand for as a people for the common good.”

The Culver City event is one of a series around the country this week in collaboration with the group May Day Strong. Representatives of other local activist groups, including PowerSwitch Action, National Nurses United and Singing Resistance Santa Monica, were also in attendance on Saturday.

Amy Schur, campaign director with Alliance of Californians for Community Empowerment (ACCE), is involved with coordinating the national campaign for the “Business for Democracy” pledge.

“We’re in a unique moment where people are rising up all across the country of their own accord,” Schur said. “People are seeing what’s at stake. So they’re ready to march, they’re ready to speak out.”

Schur noted that much work remains to harness that energy and turn it into real change.

“The critical question is, can we do it in ways that are strategic and have the impact that we need in this moment?” she said. “Just marches are not enough because it’s kind of easy to ignore those. But when it’s a march with a purpose and calling out big corporations, it has more impact.”

The march in Culver City was one of several nationwide actions this week.

(Genaro Molina/Los Angeles Times)

Ansell noted that companies such as Apple and Amazon spoke out after the insurrection of Jan. 6, 2021 and hopes they will continue in that same spirit.

“We’re here today to say don’t wait for the equivalent of January 6 to happen again,” Ansell said. “Commit yourself now publicly to opposing any efforts to undermine this election. And our view is that to the extent that many large corporations across this country take that public stance, it will significantly reduce the risk of a major effort to subvert this election.”

Organizers see Saturday’s protest as part of an ongoing effort and hope more people will feel empowered to participate.

“People are not alone,” Ansell said. “No one should feel like they have to stay home alone and despair. There are many opportunities for action, and we have to be prepared. Today’s action is one of many to defend this election.”