Netflix RACISM row over Love Actually movie recommendations

Netflix RACISM row over Love Actually movie recommendations

Despite having two white actors in the lead roles, Brown alerted her followers to the fact that the movie was advertised to her with pictures of Leonard Ouzts and Blaire Brooks who "had maaaaaybe a 10 cumulative minutes of screen time. 20 lines between them, tops", she said, describing a poster for the film "Like Father".

Netflix has angered subscribers who have accused the streaming service of targeting them using title artwork to suggest black actors have starring roles in films when they play smaller parts.

Other users backed Brown's experience, saying that they had comes across similar examples including a Love Actually poster suggesting the movie is a love story between Chiwitel Ejiofor and Keira Knightley's characters.

In a statement to The Guardian, Netflix denied the claims. "BUT ppl generally don't like knowing they're being treated different bcuz of their race esp. not in the comfort of their own homes tryna watch a movie", [sic] he tweeted. They know I want to see those stories.

Netflix began personalizing artwork based on viewing habits past year, but many users took issue with the idea of targeting subscribers by race.

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"Reports that we look at demographics when personalizing artwork are untrue", a Netflix spokesperson said in an email to The Hollywood Reporter.

"We don't ask members for their race, gender or ethnicity so we can not use this information to personalize their individual Netflix experience", a Netflix spokesperson told Deadline. In terms of thumbnails, these do differ and regularly change. "Multiple images are now generated for each and every title and change regularly to lure audiences depending on their tastes and previous viewing history". But one of the subtle tools it uses to deliver suggestions - carefully selected artwork or images, created to entice the user to watch a movie or TV series based on past viewing - became the focus of online criticism.

However, London podcast host Tolani Shoneye told The Guardian, "It's intrusive". It's the dark side of marketing... "I noticed it a while ago with a Zac Efron film that I'd already seen, but Netflix kept showing me it as a Michael B Jordan movie".

But Netflix has admitted in the past that it uses personalized recommendations for users. 'The only information we use is a member's viewing history.' Metro.co.uk has contacted Netflix for further comment. "Because if something is black, I take no offence in being catered to".

For instance, Netflix says that if you've watched lots of romantic movies, you may be interested in "Good Will Hunting" if the artwork contains Matt Damon and Minnie Driver. Last October, the company offered $1.6 billion in notes.

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