Netflix brings AI filmmaking to Hollywood

Netflix has acquired InterPositive, an AI filmmaking startup founded by Ben Affleck, to incorporate its artificial intelligence technology and 16-member staff. The deal announced will allow Netflix to use AI filmmaking tools within its production ecosystem while filmmakers maintain their role as central creative decision makers. However, the acquisition terms remain undisclosed.

Netflix acquired the company to build tools which help creators instead of replacing them. The company plans to provide access to the startup's filmmaking technology to its creative partners but does not intend to sell the tools commercially.

Netflix Chief Content Officer Bela Bajaria said creators will gain more options and better control while protecting their artistic vision through the use of AI technology. She added that the company believes AI tools will expand creative freedom instead of replacing writers, directors, actors or production crews.

InterPositive distinguishes itself from generative AI tools which generate content based on user input by working to enhance current video material. The system trains an AI model using production dailies which enables filmmakers to improve their footage during post-production work. This includes tasks such as colour correction, relighting scenes, visual effects adjustments and shot consistency.

Netflix Chief Product and Technology Officer Elizabeth Stone stated that the startup develops its products to meet the needs of filmmakers. She defined the objective as achieving superior production standards through better methods which would not compromise filmmaking expenses or timeline.

InterPositive which Affleck established in 2022, emerged after he studied early artificial intelligence applications in filmmaking. He explained that current AI models fail to comprehend actual filmmaking obstacles, which include lighting variations and lens distortions and shot omissions.