OpenAI is said to bring back its Sora video generation technology, but this time, it may not be available to everyone. The company is reportedly in talks with a startup that wants to access Sora, tweak it and sell software or other services using it. According to The Information, the startup was co-founded by Hollywood producer Jeffrey Katzenberg, former Sora research lead Bill Peebles, and former Dropbox chief financial officer Sujay Jaswa. The company’s name has not been revealed yet. The discussions may give Sora a new purpose by bringing its video generation capabilities to professional filmmakers rather than everyday users.
The startup is seeking access to Sora to build and sell software and other services for the film industry. However, it remains unclear whether OpenAI will share the model’s weights. If the deal goes ahead, the startup is expected to receive enough access to make significant changes to the model for its needs.
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Peebles’ involvement may also be important for the project. As the former research lead for Sora, he is familiar with how the model was developed and how it works internally. This knowledge can help the startup adapt the technology for professional video production. Katzenberg and Jaswa have also previously been associated with technology investment firm WndrCo.
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For those unaware, Sora was introduced in 2024 and gained a lot of attention for its ability to generate videos from text prompts. OpenAI later expanded the technology through a standalone application and APIs. These offerings briefly reached the top of download charts. However, running the technology reportedly required significant computing power and its ability to generate revenue remained limited. In March 2026, OpenAI announced the discontinuation of its Sora AI.
A potential partnership with the new startup could bring Sora technology back in a different form. So, even if the deal moves forward, Sora may return primarily as a tool for professionals rather than a service that anyone can access.
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