Disney licenses over 200 character assets (Marvel, Star Wars, Pixar) to OpenAI’s Sora video tool. The $1 billion equity deal signals a major push into responsible, generative AI for entertainment.
The Walt Disney Company and OpenAI have reached a landmark agreement, making Disney the first major content licensing partner for Sora, OpenAI’s generative AI video platform. The partnership, valued at a $1 billion equity investment from Disney, will fundamentally reshape the role of AI in the entertainment industry.
The three-year licensing agreement will enable Sora to create user-prompted, short-form social videos, drawing on a massive catalog of over 200 iconic characters and assets from Disney, Marvel, Pixar, and Star Wars—including Mickey Mouse, Darth Vader, and characters from Frozen and Toy Story. The agreement specifically excludes the use of any talent likenesses or voices.
This transaction is a dual bet for Disney:
- Content Licensing: It brings Disney’s extensive, highly protected intellectual property into the generative AI arena, with select fan-inspired Sora videos slated to stream on Disney+.
- Strategic Investment & Usage: Disney will make a $1 billion equity investment in OpenAI, receiving warrants for additional equity. Furthermore, Disney will become a major OpenAI customer, deploying its APIs to build new tools and experiences, including for Disney+, and integrating ChatGPT for employee use.
“The rapid advancement of artificial intelligence marks an important moment for our industry, and through this collaboration with OpenAI, we will thoughtfully and responsibly extend the reach of our storytelling,” said Robert A. Iger, CEO, The Walt Disney Company.
Both companies reaffirmed their shared commitment to establishing meaningful industry standards for the responsible use of AI, emphasizing the protection of user safety and the rights of creators. This agreement marks a pivotal strategic shift for Disney, positioning the company as a leader in harnessing generative technology while mitigating the associated risks to intellectual property.
