AI Video Model 'Marey' Poised to Shake Up Hollywood in 2025

Asteria Film and Moonvalley are set to launch Marey, an ethically trained generative AI video model for Hollywood in early 2025, designed to prioritize legal and creative transparency by using exclusively licensed and original data.

The entertainment industry is on the brink of a significant technological shift as Asteria Film and Moonvalley announce the upcoming launch of "Marey," an ethically trained generative AI video model set to debut in early 2025. Named after Étienne-Jules Marey, a pioneer in cinematic innovation, Marey promises to bring ethical transparency to the use of AI in film and television production. This development comes at a critical moment when Hollywood is increasingly exploring AI technologies but grappling with concerns over intellectual property and ethical data use.

The Marey model, co-developed by Los Angeles-based Moonvalley and artist-led AI studio Asteria Film, has been six months in the making. What sets it apart is its commitment to ethical training practices. Unlike many competitors that rely on data scraped from publicly available, and often copyrighted, sources, Marey’s training dataset consists of content provided with the explicit permission of and compensation to creators. Moonvalley secured multiyear licensing deals with creators who opted to contribute their work, supplemented by Asteria’s original footage to fill in specific gaps.

This approach stands in stark contrast to leading generative AI models, including OpenAI’s Sora and Meta’s Movie Gen, which have faced criticism for using copyrighted material without direct consent. Such practices have sparked debates about fair use and the broader implications of using AI tools in the creative industries. Moonvalley and Asteria’s leaders believe Marey’s ethical foundation will resonate with filmmakers and studios looking for legally and morally sound AI solutions.

"In order for creators to be able to use and get behind generative AI, it has to be trained and built in a way that respects the creators and the industry that it’s coming into," said Moonvalley co-founder and CEO Naeem Talukdar. Bryn Mooser, CEO of Asteria and Oscar-nominated filmmaker, echoed this sentiment, emphasizing the importance of a clean model for Hollywood’s future.

Initially, Marey will support projects within Asteria, which plans to use the tool for animation, fiction, and nonfiction productions. However, the partnership also aims to offer the model as an enterprise software solution. Early talks are underway with major studios to develop customized versions of Marey tailored to specific project needs. The model will feature capabilities such as text-to-video, video-to-video, and custom model fine-tuning, alongside tools for granular creative control that mimic the precision of traditional production workflows.

Despite the excitement surrounding Marey, the model faces competition from a crowded field. Companies like OpenAI, Adobe, and Runway, as well as tech giants such as Meta and Google, are also vying for Hollywood's attention with their own generative video tools. Adobe’s Firefly model, currently in beta, adopts a similarly cautious approach by training exclusively on licensed content. Studios like Lionsgate and filmmakers such as James Cameron have already begun exploring partnerships with AI startups, further signaling Hollywood's readiness to integrate AI into its creative processes.

For Moonvalley, the launch of Marey marks a significant milestone following its recent $70 million funding round led by General Catalyst and Khosla Ventures. The company has assembled a team of 30 AI researchers with backgrounds at leading tech organizations like DeepMind, Meta, and TikTok. Asteria, now operating as part of nonfiction studio XTR, brings a complementary creative vision, with a team based at the historic Mack Sennett soundstage in Los Angeles.

As Marey prepares for its debut, the model represents not just a technological advance but a potential cultural shift in how Hollywood approaches AI. By prioritizing ethical practices and creative collaboration, Asteria and Moonvalley aim to build a bridge between technology and the artistry at the heart of filmmaking. For an industry often wary of AI, Marey could offer a path forward—one that respects the creators who make Hollywood’s magic possible.