By Adrian Pennington
Veteran postproduction executive Leon Silverman was pondering the future when Netflix came calling. The former president of Laser Pacific has spent the last decade building up Disney’s in-house digital post production wing as general manager, but will be taking on what is arguably one of the biggest jobs in the industry — director, post operations and creative services at Netflix.
“To tell you the truth, I wasn’t looking for a new job. I was looking to explore the next chapter of my life,” said Silverman, announcing the news at the HPA Tech Retreat last month.
“The fact is, if there is any organization or group of people anywhere that can bring content creators together with creative technology innovation in service of global storytelling, it is Netflix. This is a real opportunity to work closely with the creative community and with partners to create a future industry worthy of its past.”
That final point is telling. Indeed, Silverman’s move from one of the titans of Hollywood to the powerhouse of digital is symbolic of an industry passing the baton of innovation.
“In some ways, moving to Netflix is a culmination of everything I have been trying to achieve throughout my career,” says Silverman. “It’s about the intersection of technology and creativity, that nexus where art and science meet in order to innovate new forms of storytelling. Netflix has the resources, the vision and the talent to align these goals.”
Silverman will report to Sean Cooney, Netflix, director worldwide post production. During his keynote at the HPA Tech Retreat, Cooney introduced Silverman and his new role. He noted that the former president of the HPA (2008-2016) had built and run some of the most cutting-edge facilities on the planet.
“We know that there is work to be done on our part to better serve our talent,” says Cooney. “We were looking for someone with a deep understanding of the industry’s long and storied history of entertainment creation. Someone who knows the importance of working closely with creatives and has a vision for where things are going in the future.”
Netflix global post operation is centered in LA where it employs the majority of its 250 staff and will oversee delivery of 1,000 original pieces of programming this year. But with regional content increasingly important to the growth of the organization, Cooney and Silverman’s tricky task is to streamline core functions like localization, QC, asset management and archive while increasing output from Asia, Latin America and Europe.
“One of the challenges is making sure that the talent we work with feel they are creatively supported even while we operate on a such a large scale,” explains Cooney. “We want to continue to provide a boutique experience even as we expand.”
There’s recognition of the importance to Netflix of its relationship with dozens of third-party post houses, freelance artists and tech vendors.
“Netflix has spent a lot of time cultivating deep relationships in the post community, but as we get more and more involved in upstream production we want to focus on reducing the friction between the creative side of production and the delivery side,” says Silverman. “We need to redesign our internal workflows to really try to take as much as friction out of the process as possible.”
While this makes sense from a business point of view, there’s a creative intent too. Bandersnatch, the breakthrough interactive drama from the Black Mirror team, could not have been realized without close collaboration from editorial all the way to user interface design.
“We developed special technology to enable audience interaction but that had to work in concert with our engineering and product teams and with editorial and post teams,” says Cooney.
Silverman likens this collapse of the traditional role of post into the act of production itself as “Post Post.” It’s an industry-wide trend that will enable companies like Netflix to innovate new formats spanning film, TV and immersive media.
“We are at a time and a place where the very notion of a serial progression from content inception to production to editorial then finish to distribution is anachronistic,” says Silverman. “It’s not that post is dead, it’s just that ‘post’ is not ‘after’ anything as much as it has become the underlying fabric of content creation, production and distribution. There are some real opportunities to create a more expansive, elegant and global ability to enable storytellers of all kinds to make stories of all kinds — wherever they are.”
UK-based Adrian Pennington is a professional journalist and editor specializing in the production, the technology and the business of moving image media.