As I was
researching a short, folksie blog-piece on NETFLIX, I ran across much more
detail than I bargained for. The information was so vast and up-to-date that it
was going to make any topical comment irrelevant. What I discovered was
“personalization.” This is described in benign primers from the company: “Through multi-armed bandit algorithms, we
hunted for the best artwork for a title, say Stranger Things, that would earn
the most plays from the largest fraction of our members. However, given the
enormous diversity in taste and preferences, wouldn’t it be better if we could
find the best artwork for each
of our members to highlight the aspects of a title that are specifically
relevant to them?”
Corporate
Sop? Stranger Things appears under
several categories that may or may not matter to me. Tagged as “Science Fiction
from the Eighties” or “Scary Science Fiction With A Hint of E.T.,” the show had plenty of press
build up. Does the company presume to be doing me a favor supplying artwork
that appeals to me personally as if appealing on a communal level wasn’t
enough? Maybe the doctoring of indexed thumbnails will make me more apt to
choose a title? I was going to watch Stranger
Things regardless of the advertising. I dug the music too: “Moody 80’s Synth.”
As wary digester of this content, I scroll through the “modified” list of
titles and categories. New titles pop up for perusal based on what you watched
previously. Because I enjoyed Godless,
a fabulous Western – devoured quickly – they bring up Hickok, which was a lousy Western. Wild Bill with short hair? Come
on! Are we lemmings? Don’t answer that.
NETFLIX
content enters your home streaming without notice. So what if they casually
tailor to your specific demographic and identity politics? Is that so wrong? No
different from Google, Spotify or Facebook. NETFLIX effortlessly dishes up
graphic sex and gooey violence like anything on HBO or SHOWTIME but it is
fancier in its targeting. The doctored meta-data delivers images that go straight
to the heart of the content. Are you looking for an evil man’s face or a
partially clad victim as illustration? Perhaps a bloody knife? Not sure if they
brand for that in their little trailers that run on an infuriating loop. Keep a
lookout for ghastly morgue shots. Your favorite actors may show up on a slab
with a red maw where their chest used to be. Strange categories stand out: Next
to “Nordic Noir” is “Northern European Crime Drama with Murdered Teenage
Prostitutes By A Lake.” You can’t go wrong. Please keep those coming NETFLIX!
Some films are Oscar-ready so you don’t have to race off to the deafening
Mini-Plex! Some Algorithmic Categories have no titles yet. Some are desperately
thin and disappointing. If you are in a Casablanca kind of mood, you may search
Humphrey Bogart and find only his Oscar-Winning role in African Queen. Millennials will ask Humphrey-Who? Search “Pedophile
Directors” and you will find Woody Allen has only one film on NETFLIX.
The NETFLIX
digital video-store came out of nowhere. Within a few years they nearly
replaced cable and broadcast. It has lead NETFLIX to near monopoly of consumer
entertainment. Billions is now being set aside for new top-notch content. A
good thing. Big Stars are tempted to make NETFLIX ORIGINALS for the not so “small
screen.” It’s a good career move. Has this increased the demand for high
quality? It seems so. Actors and directors are fully employed. Scriptwriters
reach new heights. Maybe NETFLIX will put dire Reality TV phenomenon out of business.
What is
striking is the binge element. There is no waiting week by week to catch up on
a show. You can watch a whole series in a night or two. Several series if you
are unemployed. Is there too much? Never. Now, I’m annoyed when I meet the
oddball who doesn’t have NETFLIX. They live on a different planet, Amazon
Prime. I can’t discuss The Crown with
them, Stranger Things 2 or Hitler’s Super Weapons. Sometimes we
watch via my wife’s list of titles. She watches a lot of subtitled Foreign
Films and Space Westerns. Are they modified too? Yes, the minimally invasive cover
shots change! Is that really so worrying for George Orwell types? It goes
further. I am informed by my tech-team that the next flat-screen we buy will
have the NETFLIX embedded, making it even more ubiquitous, no PlayStation
needed. Will it vacuum the living room rug next?
2 comments:
J watches space westerns?
We are all big fans.
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