Next Lab Generation Required Filmmakers To Use Quill And Magnific, Most Embraced VR But Ditched AI

Finalists in the Next Lab Generation program were mandated to incorporate Meta's Quill VR animation software and Magnific AI into their pitch development process ahead of presenting in Madrid. The requirement put both tools directly in the hands of emerging filmmakers at a competitive stage.

While VR was broadly embraced by the cohort, the AI tooling told a different story — most participants ultimately abandoned Magnific AI after the required phase. The divergent responses offer a candid on-the-ground signal about how working filmmakers currently weigh immersive and AI-assisted tools in their creative process.