Entertainment giants Lionsgate are partnering with artificial intelligence (AI) company Runway to allow a new AI model to be trained on their extensive film and TV archive. Lionsgate, the studios behind series such as The Hunger Games and John Wick, will benefit by being able to use the resulting AI technology in future productions.

The study also found that people who watch TV/movies and play games also seek out further information and discussion about their favorite franchises on social media and the internet in general. The study said 52% read or post about their entertainment interests online, while 50% seek out fan-created content on YouTube and TikTok.

In return for allowing AI video company Runway access to its content catalog, Lionsgate will get a custom AI model.