New Delhi: Netflix has made a unusal move in the tech and entertainment business. The streaming giant has acquired InterPositive, a small filmmaking technology start-up founded by actor and director Ben Affleck. The company builds artificial intelligence tools that help filmmakers during movie production and editing.

The deal shows how streaming companies are slowly exploring artificial intelligence tools inside the filmmaking process. Hollywood studios once pushed back strongly against AI tools. Now the conversation is shifting as studios try to find ways to use the technology without taking control away from writers, directors and film crews.

Netflix buys Ben Affleck’s AI filmmaking start-up

Netflix confirmed that it has acquired InterPositive, a company that develops AI-powered filmmaking tools. Financial terms of the deal have not been disclosed. The entire 16-person team from InterPositive will now join Netflix.

Ben Affleck will also join Netflix as a senior adviser. His role will involve guiding the company on how artificial intelligence tools can support the filmmaking process.

Affleck explained the thinking behind the company and why he started building AI tools for the industry. He said,

“In 2022, I spent a lot of time observing the early rise of AI in production. As a filmmaker, I could see how these models came up short. For artists to apply these tools towards telling the stories we dedicate our lives to, they need to be purpose-built to represent and protect all the qualities that make a great story.”

InterPositive has been operating quietly since 2022. The company focused on building AI models trained specifically on filmmaking workflows.

How the InterPositive AI system works

Unlike tools that generate full videos from prompts, InterPositive focuses on helping filmmakers work with footage that already exists.

According to Affleck, the system builds an AI model using the production’s daily footage. Filmmakers can then use that model during post production. Some examples include

• Adjusting lighting in scenes
• Mixing and color correction
• Relighting shots
• Adding visual effects

Affleck explained the philosophy behind the tools. He said,

“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.”

Netflix says technology should support storytellers

Netflix executives said the company wants technology to help creators rather than replace them.

Elizabeth Stone, Netflix Chief Product and Technology Officer, said, “Our approach to AI has always been focused on meaningfully serving the needs of the creative community and our members. The InterPositive team is joining Netflix because of our shared belief that innovation should empower storytellers, not replace them.”

Netflix Chief Content Officer Bela Bajaria added that creative control must stay with filmmakers, “We believe new tools should expand creative freedom, not constrain it or replace the work of writers, directors, actors, and crews.”

Netflix plans to give its creative partners access to the InterPositive technology. The company said it does not plan to sell the tools commercially in the market right now.