Netflix has acquired InterPositive, an AI film production startup founded by Ben Affleck, and brought in the company’s artificial intelligence technology and 16 staff. The announced deal will allow Netflix to use AI filmmaking tools within its production ecosystem, while allowing filmmakers to maintain their role as central creative decision makers. However, the terms of the acquisition remain undisclosed.
Netflix acquired the company to build tools to help creators, not replace them. The company plans to provide creative partners with access to the startup’s filmmaking technology, but has no intention of selling the tools commercially.
Bela Bajaria, Netflix’s chief content officer, said that through the use of AI technology, creators will have more choice and better control while protecting their artistic vision. She added that the company believes that AI tools will expand creative freedom rather than replace writers, directors, actors, and production staff.
InterPositive is distinguished from generative AI tools, which generate content based on user input by enhancing current video material. The system uses daily production reports to train an AI model that allows filmmakers to improve their footage during post-production work. This includes tasks such as color correction, scene relighting, visual effects adjustments, and shot consistency.
Elizabeth Stone, Netflix’s chief product and technology officer, said the company develops products to meet the needs of filmmakers. She defined the goal as achieving superior production standards through better methods that do not compromise film production costs or schedules.
Interpositive, which Affleck founded in 2022, was born after researching early applications of artificial intelligence in filmmaking. He explained that current AI models fail to understand real-life filmmaking obstacles, such as lighting changes, lens distortion, and missing shots.
