Meta has announced the launch of a new AI model called Movie Gen, designed to create realistic video and audio clips based on user prompts. The tool is set to compete with media-generation technologies from companies like OpenAI, ElevenLabs, and Runway.

Meta showcased examples of Movie Gen’s capabilities, including videos of animals swimming and people performing activities like painting. The tool can also modify existing videos. In one demonstration, it added pom-poms to a man running in a desert, while in another, it transformed a skateboarding scene by covering the dry ground with puddles. The AI can also generate background music and sound effects that sync with the video content.

Movie Gen supports video clips up to 16 seconds long and audio tracks up to 45 seconds. Meta cited blind tests indicating that the model performs well compared to offerings from media startups, such as OpenAI’s Sora, which was launched earlier this year to create film-like content from text prompts.

This development comes at a time when Hollywood is debating the use of generative AI in filmmaking. While many in the industry see the potential of these tools to enhance production, concerns have emerged over the use of copyrighted material in AI training without permission. Recently, Scarlett Johansson accused OpenAI of using her voice without consent in its ChatGPT model.

Although Meta has released other AI models for developers, such as Llama, the company does not plan to make Movie Gen widely available. Instead, Meta is collaborating with professionals in the entertainment industry to explore its potential applications. The tool is expected to be integrated into Meta’s products next year.

Hollywood studios are also exploring AI technology. Lions Gate Entertainment, for example, recently granted AI startup Runway access to its film and television library to help train its AI model, allowing filmmakers to use the tool to augment their work.

The rise of AI-generated deepfakes has also raised concerns about their use in political contexts. Lawmakers have highlighted the risks of such technology being deployed in elections worldwide, including in the U.S., Pakistan, India, and Indonesia.

Movie Gen marks a significant step forward in AI-driven media creation, with the potential to reshape how content is produced in the entertainment industry and beyond.