There are now a number of providers on the video-on-demand market, which is a double-edged sword from the customer’s perspective: On the one hand, competition stimulates business, but on the other hand, many users feel compelled to subscribe to several services. Netflix is by far one of the largest providers, although the takeover of Warner Bros fell through (see here). The company announces another acquisition: InterPositive, which provides technology for the use of AI in film and television production – and is now part of Netflix. Ben Affleck founded InterPositive to refine AI tools
Ben Affleck has made a name for himself as an actor, director and screenwriter, among other things. Four years ago he founded the company InterPositive in Los Angeles. InterPositive now has 16 employees, all of whom are now moving to Netflix. It is not known how much the takeover costs will be. InterPositive is committed to AI-powered tools “built by and for filmmakers.” Affleck explains that he has already observed the rise of AI in the industry in 2022. At that time, he noticed the weaknesses of the technology. InterPositive tries to address the challenges of the production environment and refine the workflow on set. For example, models have been developed to point out missing settings or incorrect lighting.
Netflix emphasizes artistic freedom
How exactly Netflix wants to use the know-how is not clear from the announcement. However, the company emphasizes that it still wants to let artists decide how films and series are created. It’s about using the tools to expand creative freedom and not restrict it. Furthermore, the work of authors, directors, actors and other members of a film team is not intended to be replaced. By the way, Ben Affleck is available in an advisory capacity: Netflix appoints him senior advisor.
