Recently, I was writing up a response to Josh Brolin and his complaints about streaming. He didn’t mention Netflix by name, but I was more than willing to throw the gargantuan streaming service under the bus in relation to what Brolin was bringing up. Specifically, I talked about how Netflix and the other major streaming services are not incentivized to prop up a new generation of filmmakers as recognizable talents.
And wouldn’t you know, Netflix decided to provide me with the exact evidence I need to prove my point. It’s all thanks to some movie named Steve.
Steve, A Netflix Film By Netflix
I managed to come across this poster for a movie called Steve starring Cillian Murphy as (I assume) Steve. I don’t know what Steve is about and it really does not matter for this conversation. This isn’t an analysis or critical appraisal of whatever the hell Steve is. It might be the most amazing film of all time or it could be a crime in cinematic form. Don’t know, don’t care. What I do care about is the poster.
In the poster for Steve, you’ll notice that above the title Steve it says “A Netflix Film” instead of highlighting the film’s director, Tim Mielants. Now, I know this all boils down to boring things like contract negotiations between agents, producers, lawyers etc. I said as much when I talked about the maddening convention of actor names on movie posters being ordered in a frustrating manner.
However, this particular bit of Netflix prominence (in addition to their blazing red logo also being on the poster) really does add fuel to my fiery hypothesis: streamers like Netflix don’t want these projects to be seen as creator-driven. They want them to be seen first and foremost as branded product.
Audiences Don’t Want Brands, They Want Artists
I will be fully conspiratorial and say that I think this feeds into a larger culture of creative ownership with Netflix or other streamers like Prime Video or Paramount+. It doesn’t behoove them to actually give filmmakers a spotlight because they aren’t a culture that fosters filmmakers. They need content creators, not artists making art. So, why wouldn’t they brand Steve, the movie about Steve, as “A Netflix Film” instead of propping up someone like Tim Mielants? Tim Mielants is an artist but Netflix is a Content Brand and that’s what really matters.
This may seem like a tiny or even trivial matter, but allowing cultural juggernauts like Netflix and all these streaming corporations to devalue the placement of the artists who make art is all part of the overarching issue we’re seeing in the creative world. The suits want to take all the credit for all the ideas, and if they can eliminate the workers who facilitate those ideas, they will jump at the chance.
Too bad that audiences continue to prove that they want artists at the forefront of their art. Creators like Ryan Coogler and Zach Cregger are gaining followings because of their unique visions. Maybe Netflix will sharpen up and help platform the next filmmaker that develops a following. Or maybe Netflix will keep making Steves without a proper celebration of who really made it.