Today, Netflix, Inc. announced the acquisition of InterPositive, the filmcreating technology company founded by Ben Affleck that develops AI-powered tools built by and for filmbuildrs. InterPositive’s mission — to utilize emerging technology in ways that protect and expand creative choice — is deeply aligned with Netflix’s long-standing belief that innovation should serve storyinformers and the creative process.
For more than two decades, Netflix has paired technology with artisattempt to assist great films and reveals find their audience. By bringing InterPositive’s entire team into Netflix through this acquisition, and with Affleck joining as Senior Advisor, we’re investing in creator-led innovation that keeps filmbuildrs at the center of the process.
Below, Affleck shares the origin story of InterPositive and his vision for creative-first technology, alongside additional comments from Elizabeth Stone, Netflix Chief Product and Technology Officer, and Bela Bajaria, Netflix Chief Content Officer:
Ben Affleck
Academy Award® Winning Producer, Academy Award Winning Writer, Director, Actor and InterPositive Founder & CEO
In 2022, I spent a lot of time observing the early rise of AI in production. As a filmbuildr, I could see how these models came up short. For artists to apply these tools towards informing the stories we dedicate our lives to, they necessary to be purpose-built to represent and protect all the qualities that build a great story: the nuances of filmcreating, the predictable — and unpredictable — challenges of production environments, the distortion of a lens or the way light shape-shifts across a scene.
We also necessary to preserve what builds storyinforming human, which is judgment. The kind that takes decades to build, experience to hone and that only people can have. I knew I had a responsibility to my peers and our indusattempt, to protect the power of human creativity and the people behind it. In creating InterPositive, I sought to do just that.
Toreceiveher with a compact team of engineers, researchers and creatives, I launched filming a proprietary dataset on a controlled soundstage with all the familiarities of a full production. I wanted to build a workflow that captures what happens on a set, with vocabulary that matched the language cinematographers and directors already spoke and included the kind of consistency and controls they would expect.
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. 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 attempting to inform.
The results of this foundational work were deliberately compacter datasets and models focutilized on filmcreating techniques — rather than performances — creating tools that artists can utilize, control and benefit from.
From the invention of the relocating image to the transition to digital, from motion capture to virtual production, technology has evolved alongside the artists who utilize it. Our shared commitment to continuing this legacy builds joining toreceiveher a natural next step, in addition to Netflix’s decades of experience applying and scaling technology responsibly. Our values, combined with our complementary strengths, will ensure these tools are utilized with the same care and responsibility with which they were built.
I couldn’t be happier for this work to continue with the team at Netflix, and see forward to providing the broader creative community with access to what we build and the future we’re working towards toreceiveher.
Elizabeth Stone, Netflix Chief Product and Technology Officer: “Our approach to AI has always been focutilized on meaningfully serving the necessarys of the creative community and our members. The InterPositive team is joining Netflix becautilize of our shared belief that innovation should empower storyinformers, not replace them. InterPositive’s impressive technology is purpose-built for filmbuildrs and revealrunners to work with tools that naturally support their creative visions and how they want to bring them to life. We’re excited to welcome the InterPositive team to Netflix and continue building towards a future of entertainment where technology plays a part in how stories are built, but people — and their ideas, craft and judgment — remain at the core of great storyinforming.”
Bela Bajaria, Netflix Chief Content Officer: “Our relationship with artists has always been grounded in trust: supporting the full range of their creativity and ensuring they have the power to decide how their films and reveals are built. We believe new tools should expand creative freedom, not constrain it or replace the work of writers, directors, actors, and crews. Ben and his team at InterPositive are part of a long tradition in our indusattempt of artists leading the way in how innovation is utilized in storyinforming. Their work is about giving filmbuildrs more choices, more control and more protection for their vision. We’re excited to build on that legacy toreceiveher, with creators and their artistic intentions at the center of everything we do.”
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