In the realm of streaming services, a trend has emerged over the years, characterized by the proliferation of what I like to call “algorithm movies.” These films, aimed at accumulating views and driving subscriptions, have become a common occurrence across various platforms. However, Netflix, being a repeat offender, has truly mastered the art of creating the algorithm movie monster.
The Rise of Algorithm Movies
An algorithm movie, in my definition, is a film that boasts a captivating premise and features A-list actors but ultimately fails to deliver on its potential. These movies can span different genres, ranging from lackluster action films to predictable romantic comedies.
Perhaps you’ve come across a few of these algorithm movies yourself on Netflix, such as “Purple Hearts,” “The Gray Man,” or “Red Notice.” Ironically, despite being among the most recommended films on Netflix, these “algorithm movies” have faced harsh criticism from both audiences and critics alike.
The Case of “Your Place or Mine”
This past weekend, Netflix unveiled another prime example of an algorithm movie: a star-studded romantic comedy starring Ashton Kutcher, Reese Witherspoon, Jesse Williams, and Steve Zahn titled “Your Place or Mine.” On paper, the film seemed destined for success.
However, in reality, it suffered the same fate as many other algorithm movies, lacking genuine emotion and purpose. Regrettably, I fell into the algorithm trap myself. When I first watched the trailer months ago, I was captivated and eagerly awaited the film’s release. Yet, within the first 25 minutes, I found myself yearning for it to end.
While some may argue that my critique is too harsh, I genuinely wanted the film to excel. I have deep admiration for Ashton Kutcher, and Reese Witherspoon ranks among my favorite actresses. Nevertheless, it is undeniable that the script feels mechanical, the direction lacks flair, and the chemistry between the actors is among the poorest I have witnessed on screen.
The Power of Collective Disapproval
Over the weekend, I shared a clip of the climactic scene from “Your Place or Mine” on Twitter, which garnered over 140,000 views. Among those viewers, numerous individuals commented, quoted the tweet, or sent me direct messages expressing their thoughts on the film.
Not a single one disagreed with the notion that the film was atrocious. It’s important to note that my tweets rarely generate unanimous agreement. Even a seemingly innocuous statement like “Casablanca is a good movie” would typically result in fifteen DMs and twenty trolls on Twitter challenging my opinion.
So, in a world where consensus is rare, why do we all concur that Netflix algorithm movies fall short? And can anything be done to change this?
The Pursuit of Clicks
First and foremost, it’s crucial to acknowledge that not all algorithm movies are complete failures. The term simply implies that these movies are crafted with the primary objective of attracting clicks, rather than being exemplary works of art.
If a film possesses an appealing premise or features three or four actors/actresses the audience favors, Netflix has already won the battle, as viewers will undoubtedly click on the movie. The more people click, the higher the movie climbs in the Top 10 rankings, leading to even more clicks.
In this cycle, the quality of the film holds no significance in driving viewership. Netflix’s primary concern is not whether their films are outstanding but rather that they are consumed. While they release a few award-worthy films each year, the majority of their content is not intended to be of the highest quality; it is meant to be consumed. The more content consumed per month, the easier it is to justify the subscription fee for the following month.
The Profitability of Algorithm Movies
Streaming services such as Netflix derive significant profits from algorithm movies, which explains their continued production. Unlike the traditional theatrical business model where each person pays $15 per quality movie, streaming platforms earn a mere $15 per family subscription.
Consequently, they are not rewarded for producing quality films but rather for attracting more people to their service through a constant stream of content, regardless of its quality. Netflix persists in creating these films because people keep watching and discussing them with their friends, even if they are abysmal.
The Dilemma and Potential Solutions
This cycle presents a disconcerting dilemma, and there are only two potential outcomes:
People stop watching algorithm movies: However, this scenario is highly unlikely as long as A-list actors continue to star in these lifeless films. Celebrity obsession is deeply ingrained in our culture, and many individuals will watch anything featuring their favorite actors or personalities, as was the case with “Your Place or Mine.”
Netflix’s financial limitations hinder their ability to pay exorbitant sums to A-list actors for subpar films: This possibility may come to fruition down the road. The reason most actors accept roles in mediocre Netflix movies is the astronomical pay they receive, surpassing what they would earn for other films. The industry adage of “one for them, one for me” has evolved into “one for Netflix, one for me” in recent years.
Seeking Quality Content Elsewhere
While we await Netflix potentially exhausting its resources for funding algorithm projects, there is still hope. Other streaming services continue to produce quality content that breaks free from the algorithm trap.
Apart from Netflix’s award contenders, platforms like Apple TV+, HBO Max, and Amazon Prime have been delivering compelling works. Amazon Prime, in particular, has released several original romantic comedies in recent years, offering a refreshing alternative to Netflix’s “Purple Hearts” and “Your Place or Mine.”
Instead of supporting Netflix’s algorithm movies this Valentine’s Day, I recommend exploring films like “I Want You Back” or “Somebody I Used To Know” on Amazon Prime. These well-written and original rom-coms stand among the best in recent years.
Bottom Line
As viewers, let us hope that the streaming industry will gradually shift its focus away from the algorithm trap and place a higher value on unique, thoughtful, and quality content.
While algorithm movies currently dominate the landscape, there are still opportunities to explore the gems produced by other platforms. By supporting and celebrating innovative storytelling, we can encourage streaming services to invest more in creativity and break free from the shackles of algorithms.
