Runway picks London for its European headquarters with a $200m UK pledge



The Nvidia-backed AI video firm joins Anthropic and OpenAI in betting on London, citing customers including the BBC, Fremantle and WPP.

Runway is making London its European headquarters and has pledged to put more than $200m into the UK’s AI ecosystem by the end of 2028, the company told CNBC on Monday.

The New York firm, best known for the AI video tools that have found their way into film and advertising, becomes the latest American AI company to plant a serious flag in the British capital.

The choice is partly a matter of proximity to the customers already paying for the product. London “puts us close to many of our largest European customers already doing serious work with Runway, including BBC, Fremantle and WPP, and it builds on the research team we already have here,” said Anastasis Germanidis, the company’s co-founder and co-chief executive.

The new hub will expand a research presence Runway has been growing in the city rather than start one from scratch.

Runway is not, despite one summary doing the rounds, a British company. It is headquartered in New York and most recently raised $315m in a Series E led by General Atlantic, a round that valued it at $5.3bn.

Nvidia took part, as did AMD Ventures, Fidelity, Adobe Ventures and others. The chipmaker’s involvement is the thread running through several of these London announcements; Runway also runs its newer world-model work on Nvidia’s hardware.

Those world models are where Runway is trying to head next. The company started by building video-generation and editing tools, the Gen-series models that produce short clips from text or images, and has since framed its ambition more broadly as building AI that simulates the physical world, with applications it lists across film, gaming, science and robotics. It is a pitch that puts the firm in direct competition with Google, among others.

The London move slots into a pattern. Anthropic’s European build-out now spans several capitals, and in April the company announced office space in London for some 800 staff, shortly after OpenAI confirmed its first permanent office in the city.

The pull is partly the talent pool, which Runway cited explicitly, and partly the British government’s sustained effort to present the country as the natural European home for AI research. The labs have, for now, obliged.

Runway is also not the first Nvidia-backed firm to make this exact announcement. In December, the video and world-model startup Luma AI unveiled its own London expansion, with the chipmaker again in the cap table.

The recurrence is not a coincidence so much as a consequence of where Nvidia has placed its money, and of a UK push that has been actively recruiting its portfolio.

What Runway has not detailed is how the $200m breaks down, how many people it intends to hire, or over what schedule beyond the 2028 marker. The company said it expects to expand further across Europe in due course. For the moment, the firm has named a city, a figure and a deadline, and left the rest for later.



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Recent Reviews


I am a recent convert to physical media — yet even as someone getting back into buying discs in 2026, I haven’t been buying Blu-rays. Like many Americans, I still pick up DVDs instead. These aren’t great times for the Blu-ray format, and don’t expect a turnaround in 2026.

Fewer new releases make their way to Blu-ray

More media is now released exclusively for streaming

Blu-ray has been around for two decades, but it never managed to fully replace, or even overtake, the DVD format it was designed to supersede. We still can’t take for granted that our favorite movies, let alone TV shows, will eventually see a Blu-ray release.

The movies most likely to come to Blu-ray are the ones that hit theaters, but a growing amount of cinema is designed exclusively with streaming platforms in mind. I recently rewatched Mississippi Masala, which led me to check in on what work Sarita Choudhury has done over the decades since. A film called Evil Eye released in 2020 caught my eye. Unfortunately, it’s only available via Prime Video. There’s no Blu-ray or even a DVD. In contrast, it’s easy to watch Michael B. Jordan in Sinners on Blu-ray, since that movie came to theaters last year.

You could say that it makes sense that a movie with a 4.8/10 rating on IMDb doesn’t see a physical release, but in the heyday of physical video, store shelves were stacked not only with just the big-budget bangers but plenty of straight-to-DVD movies as well. Now those films exist to pad out streaming catalogs instead.

Fewer big box stores stock their shelves with physical discs

Blu-ray discs have disappeared from some stores entirely

Best Buy store front
Best Buy

The format’s demise is striking. I frequent my local Best Buy quite often and don’t see any movies on display. That’s because the retailer stopped selling movies in stores several years ago. Walmart still sells them, but the selection is a fraction of what you could find ten or twenty years ago. The audience has been reduced down to the shrinking number of people whose internet at home can’t handle streaming and those who might think of themselves as collectors.

If you venture onto Reddit and visit r/Blu-ray, you will find more threads about thrift store hauls and older collections than excitement over the latest new release. Don’t get me wrong — I, too, am very excited about seeing what gems I can snag for only a couple bucks, but this shows the challenge retailers face. Increasingly, only enthusiasts are prepared to drop over $20 on a disc.

I’m not buying discs to stick them in a player

Phone on a stand playing a Netflix video Credit: Bertel King / How-To Geek

The simple truth is that most people don’t want to buy physical media. Discs don’t fit in phones, and the drives are no longer available in most laptops. Even desktop PCs lack a place to put a disk. I recently built a PC for the first time in part to digitize my media library, and I rely on an external DVD drive connected via USB. Yes, DVD, not Blu-ray. A smaller file size combined with upscaling is easier on my hard drive.

Retro nostalgia hasn’t helped Blu-ray in the same way it has aided vinyl. This is in part because most people simply don’t care all that much about video quality. Most are streaming video on Netflix and YouTube at middling settings on small screens, and many of us are acclimated to mid-range phone speakers, compared to which even the subpar built-in speakers on modern TVs sound like a huge step-up. It’s hard to convince large numbers of people to purchase an expensive version of a movie in a format that requires thousands of dollars of home media equipment to truly appreciate.

4K Ultra HD is in an even worse position

It’s been a decade, yet few people own these discs

The 4K Ultra HD Blu-ray format is an enhancement, rather than a replacement, of the Blu-ray discs that first appeared in 2006. Debuting in 2016, the 4K Ultra HD format supports the max resolution of a 4K TV.

4K TVs were still somewhat of a novelty ten years ago, but they’re cheap and commonplace today. Still, people aren’t demanding 4K-quality Blu-ray movies as a result. These discs are still less common than 1080p ones, which are themselves still outnumbered by DVDs.

This isn’t merely a matter of consumers preferring the cheaper option. Often, 4K simply isn’t a choice, or it’s one that arrives significantly later, like the Switch port of a PC title. Some recent films, like Exit 8, are slated to see a physical release over the summer yet will still be in 1080p when they do. Adoption of the newest format has been that slow.

The industry isn’t helping itself, either. 4K Ultra HD Blu-ray discs come with DRM and aren’t easy to play on a modern PC, further limiting potential growth. They do not want anyone pirating these super high-quality versions. When you consider that some of these 4K Blu-rays have an AI upscaling problem, you’re paying more for what may not even be the best version.​​​​​​​


Blu-ray is seeing fewer releases, is available in fewer places, and is less accessible in the ways many of us want to watch TV shows and movies in 2026. With our portable devices getting better and internet speeds getting faster, it’s hard to see physical video staging a turnaround, even if we’re still a long way off from it going away entirely.



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