Netflix announced on Thursday its acquisition of InterPositive, a filmmaking technology firm established in 2022 by acclaimed actor Ben Affleck.
This strategic acquisition underscores Netflix's commitment to integrating generative AI into filmmaking. The streaming giant has already incorporated generative AI for special effects in some of its original productions and has previously reassured investors of its robust position to "effectively leverage ongoing advances in AI."
In a released statement, Affleck revealed that his contemplation of AI's future impact on filmmaking began in 2022. He expressed a desire to "preserve what makes human storytelling human, which is judgement," and to "protect the power of human creativity" within the evolving landscape.
Crucially, InterPositive's focus is not on developing AI actors or synthetic performances. Instead, the company has engineered a sophisticated model designed to assist production teams in post-production, utilizing their own footage to streamline edits such as resolving continuity issues, fine-tuning lighting, or enhancing environmental elements.
Affleck elaborated, stating, “Intensive research and development led to our first model, trained to understand visual logic and editorial consistency, while preserving cinematic rules under real-world production challenges such as missing shots, background replacements or incorrect lighting.”
He further added, “We also built in restraints to protect creative intent, so the tools are designed for responsible exploration while keeping creative decisions in the hands of artists — and ensuring that the benefits of this technology flow directly back to the story they’re trying to tell.”
As part of the agreement, Affleck will join Netflix in the capacity of a senior advisor. The financial particulars of the transaction remain undisclosed.
Elizabeth Stone, Netflix’s chief product and technology officer, affirmed in a statement, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community and our members.” She concluded, “The InterPositive team is joining Netflix because of our shared belief that innovation should empower storytellers, not replace them.”
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