Google has launched a new film and TV production initiative to scout projects it could fund or co-produce, Reuters said quoting a Business Insider report, adding it’s a move that could help it capitalize on an industry reeling from rising production costs and potential US tariffs.

The initiative, called 100 Zeros, is a multi-year partnership with Range Media Partners, a talent firm and production company known for its work on films including ‘A Complete Unknown’ and ‘Longlegs’, according to the report on Monday, Reuters said.

Alphabet-owned Google is looking to boost the visibility and adoption of its newer offerings including AI and spatial computing tools that blend the physical and virtual worlds through the initiative, which backed the marketing of indie horror film ‘Cuckoo’ last year, the report said.

100 Zeros is among the producers for ‘Cuckoo’, according to entertainment-focused social platform Letterboxd.

Google did not immediately respond to a Reuters request for comment. The reported move comes as Hollywood grapples with higher costs after twin strikes in 2023 by actors and writers, as well as the threat of U.S. tariffs on foreign-made films.