Runway partnerships with Getty and Lionsgate

These partnerships show Runway is trying to become the model supplier behind premium media workflows, not just another AI video app. Getty and Lionsgate give it something most rivals do not have, which is legal access to high quality, domain specific training data. That lets Runway sell custom models to enterprises that need brand safe ads, studio style previsualization, or effects work tuned to their own libraries, instead of only selling seat subscriptions or API calls.1 2 3 4

• The Lionsgate deal turned Runway from a general video model company into a studio infrastructure vendor. Lionsgate said in September 2024 that Runway would build a model trained on its film and TV catalog. That is useful for storyboards, draft scenes, backgrounds, and VFX work, and it creates a product that can later be sold to other studios with similar needs.1 4
• Getty points to the ad and marketing side of the same playbook. Runway research describes the Runway Getty Images Model as a way for enterprises to train custom video models on proprietary datasets. In practice, that means an agency or brand can generate assets in a consistent house style using licensed source material, with clearer rights than web scraped training data.2 5
• This fits Runway's broader full stack strategy. Runway has long argued that owning research, data preparation, deployment, and product workflows matters in video because the medium is expensive and domain specific. The Adobe partnership then gives these specialized models a distribution path into the software where creative teams already work, instead of forcing every buyer into Runway's standalone app.3 4 6

The next step is a shift from one general model to a family of industry tuned models. If Runway keeps pairing licensed datasets with distribution through platforms like Adobe, it can capture higher value per customer by selling the model itself, the workflow around it, and the rights safe data pipeline that makes enterprise adoption possible.2 3 6