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Gregory Peters, chief product officer at Netflix, said in a July earnings call that the Los Gatos, California, company is investing in technology that can index characters and scenes in a movie "so that our trailer creators can really focus their time and energy on the creative process."
It's not the first time a tech company proposed taking artificial intelligence to Hollywood. In 2016, 20th Century Fox approached technology giant IBM to create the first "cognitive movie trailer" for its horror film "Morgan," which is about a bioengineered human child who breaks free from her creators.
The machine learning system Watson assembled a trailer it considered "suspenseful" by analyzing the film visually to identify characters, objects and scenery, IBM scientists said at the time. It also consulted an internal database to identify emotions and interpret the mood of music to determine whether a scene was supposed to be eerie, frightening or tender.
The whole process took about 24 hours to complete after Watson "watched" the movie, indicating the growing aptitude of machines to categorize human emotion. Despite the progress, the "Morgan" trailer still required a human editor at the end of the process to polish a final version.
"Human beings are very quick to judge the mood of an individual," Luke Scott, director of "Morgan," said in a trailer spot explaining the technology. "Possibly an AI over time might be able to develop those same instincts."
Scientists say machine learning can help reduce the time required to make a trailer, and even personalize trailers to different audiences. But some in Hollywood doubt that AI can ever surpass its makers. One industry executive whose creative agency cuts movie and TV trailers, including for Netflix, said the technology may never match the creativity of flesh-and-blood editors.
According to IBM research scientist John R. Smith, IBM has already tapped its machine learning capabilities to help create highlight reels for major sports tournaments, like the Masters Tournament, U.S. Open and Wimbledon. Smith said that machines can parse through hours of footage to identify "the ingredients for an exciting moment," like a crowd cheering or athletes lifting their arms for a high-five.
For Netflix, the ability to scale the creation and personalization of trailers would help improve its operating costs. It could also assist its in-house creative staff to develop personalized "thematics," which are the auto video previews that play when scrolling through the streaming site.
"A lot of the trailer and highlight making process is one size fits all, everyone gets the same trailer," Smith said. "But maybe you can get two or three trailers for different markets, and you can eventually make more personalized market."
The technology company already pays top dollar to keep users engaged with its homepage, which Evercore analyst Lee Horowitz described as "probably one of the most valuable real estate online in terms of video content discovery."
"Why should you care about any particular title we recommend? What can we say about a new and unfamiliar title that will pique your interest? How do we convince you that a title is worth watching?" Netflix researchers wrote in a 2017 Medium post.
A viewer watching romance movies may be more interested in watching "Good Will Hunting" if the artwork depicts a tender moment between actors Matt Damon and Minnie Driver, for instance. On the other hand, a comedy lover might be more likely to watch the film if Robin Williams is depicted.
Apple TV+ will launch in the fall with a new series from "Battlestar Galactica" showrunner Ronald Moore called "For All Mankind" and Netflix not only owes us season two of "Lost in Space" and "Altered Carbon" but it's also debuting a new series called "Another Life." The first trailers for the series, a teaser and full look, just debuted this week.
Katee Sackhoff stars as Commander Niko Breckinridge in a no-nonsense role that she looks perfect for. Sackhoff is certainly no stranger to sci-fi, not only did she play Captain Kara 'Starbuck' Thrace in "Battlestar Galactica," but she also starred in "The Flash" and provided the voice for Bo-Katan Kryze in "Star Wars: The Clone Wars" and "Star Wars Rebels."
According to the official synopsis, when a mysterious alien artifact lands on Earth, Sackhoff's Breckinridge has to lead humanity's first interstellar mission to its planet of origin, while her husband (played by Justin Chatwin) tries to make first contact with the artifact back on Earth.
This marks the first time Sackhoff will lead in a TV series and joining her is Selma Blair (who played Parker Posey's sister in "Lost in Space"), Tyler Hoechlin ("Supergirl") and Elizabeth Faith Ludlow ("The Walking Dead").
When Scott's application to the NASA astronaut training program was turned down, he was naturally upset...as any 6-year-old boy would be. He chose instead to write as much as he possibly could about science, technology and space exploration. He graduated from The University of Coventry and received his training on Fleet Street in London. He still hopes to be the first journalist in space."}), " -0-11/js/authorBio.js"); } else console.error('%c FTE ','background: #9306F9; color: #ffffff','no lazy slice hydration function available'); Scott SnowdenSocial Links NavigationWhen Scott's application to the NASA astronaut training program was turned down, he was naturally upset...as any 6-year-old boy would be. He chose instead to write as much as he possibly could about science, technology and space exploration. He graduated from The University of Coventry and received his training on Fleet Street in London. He still hopes to be the first journalist in space.
If I had to name one thing that I really, really dislike about Netflix I'd pick the auto-playing trailers on the site. Netflix calls these video previews, and they play automatically whenever you hover over a title for a short period.
I was not a subscriber for some time but subscribed again this month planning to watch some of the shows for a couple of months before ending my subscription again (there is not enough on Netflix to keep me subscribed all year long).
I watch Netflix on a Smart TV and on the computer, and experienced auto-playing trailers on both devices. Whenever you hover over a title for a short period, Netflix starts to play a preview automatically.
Update: Netflix, finally, added an option to disable automatic previews of shows and movies on all devices. All that it takes is to open the profile and disable the option. End
Need to go to the bathroom while browsing Netflix? You can be certain that a trailer is going to play when you come back. Need to read a title of a show or discuss what to watch? Trailers are going to be played almost certainly.
It is especially frustrating if you are just browsing Netflix. Hover over a title for too long? A preview is going to be played. Since you are browsing, it may happen several times before you pick a title to watch.
Netflix offers no options to disable the behavior and has not made any announcement regarding it. The chance of Netflix adding an option to the user interface to block video previews on the site is slim.
I tested various extensions that you can run in web browsers to tame Netflix. My requirements were simple: stop Netflix from auto-playing content on the site without interfering with other functionality and require as few permissions as possible.
Netflix Classic is a free extension for Google Chrome that ticks all the right boxes. The only permission that it requests is to access Netflix, and the only thing that it does is block auto-play. I took it for a test ride and the extension blocked any auto-playing content on Netflix effectively. The extension works out of the box
Netflix Preview is an alternative. It is available for Chrome and Firefox, and blocks previews on Netflix effectively as well. Like Netflix Classic, all you have to do is install the extension in your browser of choice to stop the behavior on Netflix.
Agreed, after years of subscribing and the previews blasting out has done me in at last. I like watching things blind and never watch trailers. Am out after this month rolls on. Prime Video will do til Netflix amend their ways.
This is most annoying as I often have my kids with me whilst browsing for something we can watch as a family. Some films will not show up in the kids profile so I have to use mine, and then the main trailer is showing violence from another trailer. I often get so frustrated and angry at the constant bombardment that I have to leave it for a few minutes. I HATE this feature.
The company is known for developing new technologies to streamline production and personalise its content. Back in 2017 it started to personalise artwork shown to each user, tailored to their viewing habits and now a range of different trailers are made for some shows, to cater to different audiences.
This next step for the company will see artificial intelligence involved in reducing time spent on the laborious element of creating multiple trailers for its hundreds of shows, and dedicate its editors to curating and fine tuning the final cut.
Using the theatrical trailers would become extremely expensive given that those typically get paired with music integral to the presentation of the teaser scenes. And then Netflix has thousands of titles on the service in the U.S. alone. Although the company has created custom mini-trailers for big titles, that seems like a gargantuan task to demand for every single show and movie.
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