‘Vibe Directing,’ Hybrid Filmmaking and Robots: Disney’s Startup Program Goes All-In on AI

Burbank, California — Outside the Walt Disney Main Theatre, a Boston Dynamics four-legged robot equipped with camera and "AI brains" from startup FieldAI roamed. Nearby, startup Simile showcased AI and digital twins for virtual focus group testing. At a nearby soundstage, an actress donned a terrified expression in front of a blank AI hybrid filmmaking setup.

This was Demo Day for Disney Accelerator, its program to invest in cutting-edge startups. The predominant theme of this year's program was the embrace of artificial intelligence, a touchy subject in Hollywood a year ago. Disney is working with AI to integrate it into their workflows, with artist involvement throughout the process.

Five startups were chosen for the latest cohort, including three unicorns: Simile ($2 billion valuation), FieldAI ($10 billion) and Physical Intelligence ($20 billion). CEO Josh D'Amaro aims to make Disney a tech-forward company by embracing emerging technologies to enhance creator experiences and deliver personalized experiences globally.

Two startups, Promise and OpenArt, focused on hybrid filmmaking and "vibe directing" during Demo Day. Promise's AI-native studio, MUSE, enables hybrid filmmaking using a gray box studio and real-time digital scenery and prop generation. OpenArt allows users to easily create short videos through conversational prompts, with copyright protection tools to avoid IP infringement.