Hartbeat and Luma AI Partner on Prompt Side Story — A First-of-Its-Kind Live AI Film Event at LA Tech Week

LOS ANGELES, October 15, 2025 – Hartbeat, the global entertainment company at the intersection of comedy and culture, today announced a creative collaboration with Luma AI, the company behind Dream Machine and the groundbreaking Ray3 reasoning video model, to power Prompt Side Story a first-of-its-kind live AI film battle premiering during LA Tech Week on October 18 at Hartbeat.

Blending the worlds of stand-up comedy, filmmaking, and artificial intelligence, Prompt Side Story challenges comedians, writers and content creators to create cinematic shorts in real time from wild prompts using Luma’s Dream Machine and Ray3 model. Hosted by comedian and TIME 100 AI storyteller, King Willonius (Will Hatcher), five teams will go head-to-head in a timed showdown, with a judging panel awarding a cash prize to the winning film. All five shorts will premiere on Hartbeat’s LOL Network, which has over 5 million subscribers on YouTube and is carried on all major FAST channels.

Dream Machine, Luma’s flagship product, is a powerful video generation tool that transforms text and image prompts into dynamic, cinematic scenes. Ray3 is the world’s first multimodal reasoning model —a breakthrough system that can think in visuals and concepts, plan complex sequences, and judge its own outputs. Designed in collaboration with filmmakers, advertisers, and game creators, Ray3 brings human-like creative intuition into the generative process, making AI a true partner in storytelling.

“With Prompt Side Story, we’re merging the hilarity of comedy with the limitless creativity of AI,” said Jeff Clanagan, President & Chief Distribution Officer at Hartbeat. “Partnering with Luma AI allows us to demonstrate what happens when powerful storytelling tools meet fast-thinking creators.”

“Hartbeat understands that creativity moves at the speed of culture,” said Amit Jain, CEO and Co-Founder of Luma AI. “Our goal is to give storytellers technology that moves just as fast. Prompt Side Story is the perfect showcase of visual intelligence, human creativity, and machine reasoning coming together live to entertain and inspire.”

Event Details

• Date: October 18, 2025
• Time: 4:00 PM – 8:00 PM PST
• Location: Hartbeat, Los Angeles

About Hartbeat

Founded by Kevin Hart, Hartbeat is the global, multi-platform entertainment company creating content and experiences at the intersection of comedy and culture - with a mission to keep the world laughing together. Hartbeat finances, develops, and produces content for all platforms; connects with consumers around the world through events and the company’s expansive distribution network; and co-creates entertainment and builds award-winning IP alongside brands. Hartbeat’s flagship consumer brand, the LOL! Network, reaches audiences across its O&O social media, audio, and OTT partners. Led by an award-winning team, Hartbeat is a valuable partner to the biggest entertainment companies, platforms and brands in the world, driving cultural currency and generating sales, subscriptions, buzz, and conversation with some of the most coveted audiences.

About Luma AI

Luma AI is building a multimodal general intelligence that can generate, understand, and operate in the physical world. Its flagship platform, Dream Machine, enables creatives everywhere to generate professional-grade video and images, and now powers creation for over 30 million users. In 2025, Luma released Ray2, a frontier video generative model capable of creating realistic visuals with stunning detail and natural motion. Luma’s models are utilized by top entertainment studios, ad agencies, and technology leaders, including Adobe and AWS, and are available via subscription or API. The company is backed by Andreessen Horowitz, AWS, AMD, NVIDIA, Amplify Partners, Matrix Partners, and angels from across technology and entertainment space.

Contact

Peter Binazeski
Head of Communications
Luma AI
peter@lumalabs.ai