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Expert Insight: Netflix’s AI Bet Signals a Shift From Creation to Control in Filmmaking

Apr 20, 2026

2 min

Recently published articles in NPR and outlets like Rest of World explore how Netflix is accelerating its use of artificial intelligence in film production through its work with InterPositive, an artificial intelligence company built by Hollywood actor Ben Affleck, signaling a shift that is less about replacing filmmakers and more about reshaping how films are made.

The deal between InterPositive and Netflix comes just over a week since the streamer pulled out of its plan to acquire Warner Brothers Discovery. Paramount agreed to acquire the media giant in a deal valued at around $110 billion. On Feb. 26, the Warner Brothers Discovery board declared Paramount's bid to be "superior" to an $83 billion deal it had previously struck with Netflix.

Kimberly A. Owczarski, an associate professor at Texas Christian University who studies media franchises, told NPR in an email that Netflix's decision to partner with a filmmaker of Affleck's prominence sends out a positive message to an industry reeling from the threats posed by the growing adoption of AI across the entertainment landscape.

"His status in the industry as a star, filmmaker, and producer gives substantial weight as he promotes a responsible use of AI in filmmaking," Owczarski said. March 02 - NPR

The technology focuses on post-production efficiencies, using AI trained on a project’s own footage to handle tasks like relighting, continuity fixes, and visual effects, dramatically reducing time and cost while keeping creative direction in human hands.

But the broader implications are harder to ignore. As Kim Owczarski notes in the feature by Rest of World, “AI is not replacing creativity, but it is reshaping labor,” underscoring how these tools could redefine roles across visual effects and post-production.

While studios frame AI as assistive, the growing reliance on platform-controlled technology raises critical questions about authorship, workforce disruption, and who ultimately controls the filmmaking pipeline.

Kimberly Owczarski is an associate professor in the Department of Film, Television and Digital Media at Texas Christian University. Her teaching and research focus is in the areas of conglomeration, franchises, media authorship and digital distribution.

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To explore how AI is transforming the media and entertainment industry and what it means for creative labour, production workflows, and the future of storytelling - simply contact Kim Owczarski for expert insight and commentary today.

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Kimberly Owczarski

Associate Professor

Dr. Owczarski's research focuses on the contemporary media industries.

Media IndustriesMedia ConglomeratesEconomics of FilmDigital Media

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Sep 3, 2026

2 min

Patent No. 50: How an Inventor's Mindset Is Shaping TCU Research

As TCU's vice provost for research, Reuben F. Burch V has spent his career turning research into real-world solutions. This summer, that track record reached a milestone: his 50th patent, earning him the designation "Prolific Inventor." Burch's inventing career began during his years at FedEx Express, where he helped develop the rugged handheld device now used by couriers around the world. His first patent wasn't the handheld device itself, it was the design of a wearable version that freed couriers' hands, making the job safer and more efficient. Patent No. 50 grew out of a different question: how do you study movement where it actually happens, on tracks, on football fields, on rugged terrain, rather than only in a lab? The resulting technology uses a swarm of drones to capture performance data in real-world environments, giving TCU researchers a new way to study athletes of all kinds in their own arenas. "Fifty means just as much to me as my first one did," Burch said, "and it means a lot more that I got it while I'm here at TCU." "Reuben has an extraordinary ability to see around corners," said Jim Weinstein, director of TCU's Roach Institute of Athlete Engineering. "He recognizes problems others haven't yet identified and then creates the technology needed to solve them. This patent isn't just another invention, it's a research capability that will change how we study movement and human performance." That same builder's mindset is now fueling TCU's LEAD ON: Values in Action strategic plan to grow the university's research enterprise. In Burch's first year at TCU, competitive external research awards increased by 79.7 percent, with new partnerships established with Advanced Functional Fabrics of America, Deakin University, and the Fort Worth Nature Center & Refuge, alongside the launch of the Roach Institute for Athlete Engineering. "The researchers were already here," Burch said. "The momentum came from helping unlock their potential." Burch is available to speak with media on athlete engineering, a discipline he founded, and how its principles apply across sports, industrial (repetitive motion tasks), tactical (military and first responder) and at-risk populations. He can also speak to AI, human factors and ergonomics, advanced manufacturing, workforce and economic development, and the changing landscape of research funding and enterprise building in higher education. Read the full TCU story, "Patent No. 50: Reuben Burch Brings Inventor's Approach to TCU Research," here. To arrange an interview or request a comment, click through to Reuben Burch's profile below.

Aug 19, 2026

2 min

Who Decides Which Stories Children Get to Read?

As book bans surge nationwide, Jan Lacina — professor at Texas Christian University and Interim Director for Starpoint and KinderFrogs Schools — explores the benefits of diverse children's literature in her new textbook for educators, "Children's Literature to Read Our World: Text Selection and Strategies for Critical Reflection (Routledge, 2026). The research-grounded guide aims to help teachers intentionally select books for their students, centering age-appropriate books that present Black, Latinx and Asian culture as wellsprings of understanding. It also highlights titles that explore complex issues such as homelessness and poverty, and those that can help educators teach about historical topics like the Holocaust or the Civil Rights Movement. One chapter explores how scented books can be used as a vehicle for multisensory literacy development. Lacina's book arrives at a critical moment, in a critical state. Texas ranked second in the nation for school book bans during the 2024-25 school year, with 1,781 instances of censorship, according to PEN America's latest report. Jan was recently featured in The 74 article "Who Decides Which Stories Children Get to Read?" by Mark Swartz, which explores why access to diverse literature matters and how her new textbook helps educators respond to rising censorship. Read the full article here. We can look back through history and see that there's always been censorship, and I think books have historically been targeted over a long period of time for anti-intellectual censorship efforts. Books are primarily a source for people to learn new ideas and to critically think about a variety of topics within our society. "Books are powerful, and that's what scares people," Lacina said. Reading helps children identify with the protagonist — with their feelings, with their actions — and it's important to read about experiences that are similar to our own, whether they're positive experiences or challenges we might face in life, Lacina said. Lacina is available to speak with media on literacy leadership, children's literature, early childhood and elementary education, and teacher preparation — timely topics as school districts nationwide navigate rising challenges to classroom books. To arrange an interview or request a comment, click through to Jan Lacina's profile below.

Jul 27, 2026

2 min

Fewer Essays, Fiercer Odds: The New College Application Math

A growing number of top colleges — including Tulane, Washington University in St. Louis, and UNC Chapel Hill — are trimming or eliminating supplemental essays, citing student stress and the rise of AI-assisted writing that makes it harder to tell who actually wrote an application. But the shift comes with a catch: fewer barriers to applying tend to mean more applications and lower admit rates. The Wall Street Journal explored the trend, and pointed to Texas Christian University as a case study already living the tradeoff. Heath Einstein is Vice Provost for Enrollment at Texas Christian University, now in his 13th year at TCU after previously serving as dean of admission and director of freshman admission. With more than two decades in admission and college counseling, he is a frequent speaker at national conferences and a voting delegate to the National Association for College Admission Counseling's Assembly, the governing body that sets national admissions-practice standards. He has chaired Texas ACAC's Government Relations and Advancement committees, received the association's Founders' Award, and served as Board Chair of ACCEPT: Admissions Community Cultivating Equity and Peace Today. His expertise spans cultural humility, shared governance, crisis management, staff development, and data analytics. Einstein was recently featured in The Wall Street Journal article “Colleges Juice Application Numbers by Letting Students Write Fewer Essays” by Roshan Fernandez (July 10, 2026), which examines how cutting supplemental essays is reshaping admissions strategy nationally. “TCU said responses to the questions it cut—about its values and inclusivity—lacked originality. ‘You still see a narrowing to the mean,’ said Heath Einstein, vice provost of enrollment management. ‘Students are still going to respond in ways that they think we want to hear.’ Einstein said the school's aim in expanding application numbers is simply to increase enrollment, not lower its admit rate.” Einstein is available to speak with media on college admissions strategy, the impact of AI on application review, supplemental essays and holistic review, enrollment management, and higher-education leadership through crisis and change — all live issues as the 2026-27 application cycle takes shape. To arrange an interview or request a comment, click through to Heath Einstein's profile below.