Kevin Hart’s latest film, “Lift,” exemplifies Netflix’s algorithm-driven content strategy, where subscriber preferences dictate the narrative. The movie, designed for light escapism, falls into the category of projects that the algorithm deems suitable for its audience, with content often playing second fiddle to meeting predetermined checkboxes.
For fans of Adam Sandler, Jamie Foxx, Ryan Reynolds, and, of course, Kevin Hart, the streaming service offers a vast array of series and movies, ready to roll one after the other based on user interactions. This arrangement grants considerable freedom to the talent involved, allowing them to explore different roles and genres. Hart, for instance, transitions from a straightforward caper film like “Lift” to a dramatic role in the Netflix series “True Story.”
While some productions, like “Lift,” feel like modern “B movies” – a term harkening back to the era of double features – the streaming platform leverages the popularity of its stars to create a diverse content library. Although “B movies” traditionally had lower budgets, Netflix’s approach primarily mirrors the concept of offering supplementary content tied to more prominent releases.
Netflix’s success is deeply rooted in data analysis, employing proprietary technology to inform decisions about what shows and movies to produce, renew, and recommend. However, the downside for consumers is the potential perception that some projects are more commercially formulated than creatively inspired.
Following Adam Sandler’s multi-movie deal, Kevin Hart signed a four-movie pact with Netflix in 2021. “Lift” represents a modest stretch for Hart as he takes on the role of a skilled thief working with an international team to pull off a high-stakes heist. The narrative, involving Interpol and a government-recruited thief, blends elements of old TV shows like “It Takes a Thief” with modern high-tech gadgetry.
While the star-vehicle approach has spawned a mix of memorable and forgettable movies, Netflix’s strategy is clear: if you’re a fan of Hart, Sandler, Reynolds, and other A-listers, there’s a curated selection just for you.
For Netflix and similar services following this model, the modern iteration of the B movie appears to be a lucrative venture. Yet, for viewers, the outcomes are diverse, with the acknowledgment that if “Lift” doesn’t resonate, a simple click offers an array of alternatives aligned with individual preferences.