Google has quietly launched a film and television production initiative called “100 Zeroes” to fund projects (initially from respected indie studios) that are positive about tech and could help promote a positive take on Google’s own products and services. Google is teaming with talent management and production company Range Media Partners on the initiative. While product placement is expected to be one element (for example: a movie character uses an Android device rather than an iPhone), Google is reportedly more focused on a broader plan to promote a general positive view on technology, especially to younger demographics such as Gen Z.

“Google wants to use Hollywood to upgrade its cool factor,” suggests Business Insider. The projects may also find distribution by major studios and streamers, although the company does not have any immediate plans to include YouTube.

“The 100 Zeroes initiative actually started last year with quiet contributions to the marketing budget for the Neon horror film ‘Cuckoo,'” reports Mashable. “The 100 Zeroes’ logo was displayed in the opening credits based on its funding, but Google didn’t play a role in the actual content of the movie.”

“This is not a new studio, it’s an initiative driven by our Platforms & Devices team which includes Android,” Google revealed on X. “We’re working with Range to assist the creative community in integrating cutting-edge technologies and platforms, like XR and AI, into their filmmaking.”

“Using Hollywood’s cultural clout could also help the tech giant in the AI race as it rushes to drive up adoption of its services such as Gemini, which competes with the likes of OpenAI’s ChatGPT,” Reuters notes.

The initiative could also target creative professionals skeptical about AI. Last month, Google and Range Media announced “AI On Screen,” which Variety describes as “a program commissioning short films from filmmakers and a range of voices across genres that delves into the complex relationship between humanity and AI.”

According to Mashable, the latest season of sci-fi series ‘Black Mirror’ was recently “released on Netflix to critical acclaim. However, while most viewers enjoyed Season 7, a few social media posts went viral wondering what a show with an optimistic view on tech would look like.”

“Those social media users who had hoped for a tech positive ‘Black Mirror’ may soon get their wish.”