Kevin Hart’s latest film “Lift” on Netflix serves as a textbook example of how the streaming giant is leveraging its algorithm to reshape the entertainment landscape. While “Lift” offers a light-hearted heist experience, its existence underscores a more significant trend: Netflix’s strategic use of data to cater to viewer preferences, with content being almost a byproduct of algorithm-driven demands.
Netflix’s model has proven effective in keeping viewers engaged. If you enjoy the works of Adam Sandler, Jamie Foxx, Ryan Reynolds, or Kevin Hart, Netflix doesn’t just offer a series or movie you might like; it has another one queued up based on your approval of the first. This approach reflects a shift from traditional movie production and distribution, aligning more with the tailored, on-demand nature of streaming services.
For actors and creators, this new era offers unprecedented freedom and opportunities to explore various roles and genres. This is evident in projects like “Lift,” a straightforward caper film, and Hart’s dramatic role in “True Story.” Some stars, like Foxx and Sandler, have even brought family into their projects, creating a blend of personal and professional endeavors.
However, many of these star-driven productions on Netflix have the feel of what used to be known as “B movies.” These films historically played a secondary role to more prominent titles in double features. Although “B movies” were typically low-budget, which doesn’t align with “Lift,” they share the concept of complementing more significant projects. In the case of “Lift,” it leverages Kevin Hart’s other popular works on Netflix, such as the “Jumanji” reboot and his stand-up specials.
As reported by The Wall Street Journal in July, Netflix’s success heavily relies on its data analysis and proprietary technology. This approach not only guides what shows and movies to produce but also plays a crucial role in renewal decisions and personalized recommendations.
