Generative AI has sparked ongoing controversy and anxiety in Hollywood, but streaming giant Netflix is clearly attempting to forge a path of coexistence with traditional creators. Netflix has already...Official acquisitionA startup called InterPositive, an AI-powered film and television production company, has been operating in secrecy for the past few years. Founded by renowned Hollywood actor and director Ben Affleck, this acquisition not only unveils the company's mystique but also signals Netflix's strategic focus on applying AI to post-production rather than directly replacing filming.
From stealth to the forefront: Ben Affleck becomes a senior consultant.
Ben Affleck founded InterPositive back in 2022, but kept a low profile for the past few years, rarely disclosing operational details. It wasn't until its acquisition by Netflix that it officially "debuted."
Neither party has disclosed the specific acquisition amount or terms. All InterPositive employees will be integrated into Netflix's streaming platform team, while founder Ben Affleck will not continue to lead the company's operations but will instead become a senior advisor to Netflix.
Reject "text-generated videos": Focus on post-processing based on pornographic footage
Compared to the "text-to-video" technologies that are currently causing panic in the market, such as OpenAI's Sora, InterPositive's technical approach appears to be more pragmatic and closer to the traditional film and television industry.
Ben Affleck stated that he decided to start his own business after observing the early applications of AI in film and television production and finding that "these models were all inadequate." InterPositive's AI tools do not create images out of thin air, but rather generate custom AI models based on the "daily rough cuts" actually shot by film crews.
These custom models can significantly improve the efficiency of film production teams during the post-production stage. Specific applications include:
• Mixing and color grading
• Relighting shots
• Add visual effects
Ben Effleck emphasized: "This technology is not about inputting prompts, nor is it about creating something out of nothing."
Netflix's promise: Keeping creators at the core of the process
Netflix has pledged to keep filmmakers at the heart of the process with this new technology. Going forward, Netflix will only offer InterPositive technology to its internal creative partners and has no plans to commercially sell it.
In fact, Netflix has been making frequent moves to incorporate AI technology recently. For example, it used generative AI tools to create visual effects shots in the series "The Eternaut." However, it has also sparked discussions by using AI to make advertising more intrusive.
Regarding the balance between AI and human creativity, Ben Affleck demonstrated a rather macro-level understanding: "We must preserve the element that gives stories their 'humanity,' which is 'judgment.' That kind of judgment that requires decades of accumulation and refinement through experience, and that only humans possess. I know I have a responsibility to my colleagues and the industry to protect the power of human creativity and the creators behind it."
Analysis of viewpoints
After the historic strike by the Hollywood writers and actors' union, "AI replacing humans" has become the most sensitive landmine in the entertainment industry. Netflix's acquisition of an AI company founded by Hollywood heavyweight Ben Affleck, which focuses on "assisting in post-production" rather than "replacing pre-production shooting," can not only substantially reduce the huge costs of special effects and post-production and shorten the release cycle of its series, but also appease the anxieties of traditional filmmakers through celebrity endorsement.
However, it's worth noting that since Ben Affleck has sold the company to Netflix and stepped down as an advisor, the ultimate decision on the future application of this technology still rests with Netflix, which prioritizes profit maximization. Whether AI will become a powerful assistant to creators or gradually erode the working space of post-production visual effects personnel remains to be seen.
