In the film “Can’t Look Away,” directors Matthew O’Neill and Perri Peltz shed light on the unsettling aspects of social media, revealing how the strategies used by big tech companies in their algorithms can lead to harmful consequences for young users, such as children and teenagers.
Following intensive investigative work by Olivia Carville at Bloomberg News, this documentary focuses on a group of lawyers from Seattle’s Social Media Victims Law Center who are waging war against various tech companies. Their mission is to support families who have tragically lost children due to suicide, drug overdose, or exploitation linked to social media use. O’Neill and Peltz (“Axios,” “Surveilled”) delve into the lawyers’ crusade against Section 230 of the Federal Communications Act. Enacted in 1996 before the advent of social media, Section 230, also known as the Communications Decency Act, shields internet service providers from being held accountable for actions carried out by third parties.
Peltz finds the strategy of this remarkable team of lawyers joining forces with the intention to bypass Section 230 using product liability particularly intriguing, he remarks.
Right now, you can catch the movie ‘Can’t Look Away’ on Jolt, an AI-powered streaming service linking indie films with viewers. Latest offerings on Jolt include ‘Hollywoodgate’, ‘Zurawsksi v Texas’, and ‘The Bibi Files’, a documentary by Alex Gibney and Alexis Bloom, which delves into corruption in Israeli politics.
According to O’Neill, he and Petlz chose to include “Can’t Look Away” in the Jolt compilation partly because the company can swiftly and effectively reach an audience craving such a message.
He mentioned that what attracted us was Jolt’s identity as a tech company. They leverage their tools to reach and engage audiences who might not typically watch documentaries. As documentary filmmakers, we aim for our movies to resonate with all people.
Jolt employs AI for its Interest Delivery Networks, allowing movies to reach their intended viewers effectively. The CEO of Jolt, Tara Hein-Phillip, declined to share viewership figures for “Can’t Look Away,” making it challenging to assess the new distribution service’s performance accurately. Nevertheless, Hein-Phillip did share that since its launch in March 2024, the most-watched movie on Jolt has been the documentary “Your Fat Friend,” which traces the journey of writer, activist, and influencer Aubrey Gordon. Hein-Phillip suggested that part of the film’s popularity on Jolt can be attributed to Gordon’s substantial online fanbase within a specific niche.
Hein-Phillip explains that as we progress, we continue to discover what resonates with our audience, where they’re located, and how much time it takes to cultivate them. Each movie requires a unique approach due to varying preferences. In essence, this makes it challenging because the audience for one film isn’t necessarily the same for another; they won’t automatically follow from one movie to the next.
The business employs sophisticated data analysis and machine learning techniques to create tailored marketing strategies for different films, focusing on particular audiences to boost visibility. Each Jolt movie director is given access to the gathered data, receiving 70% of their Jolt profits while maintaining full control over their work and all subsequent rights.
Originally, we believed Jolt was merely a platform to display the movie, explains Hein-Phillip. However, we now understand that to attract an audience, several tasks need to be accomplished. Some movies arrive already having done this groundwork, while others have not. If they haven’t, it benefits both parties for us to assist in facilitating these efforts.
That “work” can include a theatrical release, an impact campaign, or a festival run.
Besides being an “impressive and influential movie,” Hein-Phillip states that they collaborated with O’Neill and Peltz on “Can’t Look Away” due to the documentary’s promising viewership prospects.
Hein-Philip stated that the target audience for this movie is quite diverse, including parents, teens, legal professionals, educators, and more,” he said.
To spread the news about the movie, the creators of “Jolt” and “Can’t Look Away,” in a bit of an irony, utilized social media platforms as a means to reach their intended audience.
Petlz clarifies, ‘We’re not against social media.’ Instead, the message of our movie is about shifting accountability where it should be,” explains Petlz.
“Can’t Look Away” will be released on Bloomberg Media Platforms in July.
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2025-05-30 01:17