Drivers As Data

PRESENTED BY KALSHI

TGIF, Future Party. Bloomberg reported yesterday that Netflix plans to take KPop Demon Hunters on a world tour. Details are scarce, but the artists behind the film’s two groups — Huntr/x and Saja Boys — could be involved. That raises a fun question: which fictional band would be worth paying to see live? Some favorites include Daisy Jones & the Six, Sing Street, Stillwater, and Sex Bob-Omb. The only thing missing is a festival organizer ambitious enough to bring this lineup to life.

Hollywood studios are experimenting with new ways to debut trailers to build hype and ultimately fuel ticket demand.

The Big Picture: Most movie or TV trailers tend to appear online with little fanfare or simply via a social post from their stars. But marketing has become more critical than ever to a title’s success — reminding audiences a project exists is incredibly difficult in an entertainment ecosystem where attention is fragmented and marketing is often ignored. Finding novel ways to release trailers may help cut through the noise.

Behind The Strategy: This week, two of the biggest trailers of the year were released… both in unconventional ways.

Last Blink: Disney and Warner Bros. are following the lead of indie studios like A24 and Neon, which have been pioneering new approaches to marketing. Neon, in particular, has taken big swings with its trailers to garner attention, most notably with the eerie, vibe-heavy teasers for 2024’s Longlegs — still the studio’s highest-grossing film. Disney tested the waters last year with four character-driven teasers for Avengers: Doomsday, which played ahead of Avatar: Fire and Ash.

This week’s big swings are already paying off. Case in point: the Spider-Man trailer racked up 718.6 million views in 24 hours, making it the most-watched movie trailer in that timeframe and surpassing Deadpool & Wolverine’s previous record of 365 million views.

Coming Soon: Hollywood may take a page from Taylor Swift and start releasing trailer clips as online scavenger hunts — whatever it takes to turn these drops into true events.

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DoorDash is rolling out a new standalone app called “Tasks” that pays delivery drivers to film themselves completing additional tasks and upload the recordings for AI and robotics training.

Why It Delivers: Tech, delivery, and retail companies are realizing there’s no better training data than their own employees — especially as they constantly navigate the unpredictability of the real world. But collecting that data without infringing on basic privacy remains the real challenge.

Behind The Videos: By monetizing tasks, DoorDash is incentivizing employees to help train their eventual replacements.

Last Upload: The tasks — available through both the standalone app and the flagship platform — are open to the company’s eight million drivers across the US, except in California, New York City, Seattle, and Colorado. The company plans to expand both the number of tasks and the countries where they’re offered throughout the year.

Soon, every DoorDasher could be earning extra money while making a delivery. It’s the gig economy on steroids.

The Future: Every gig-economy app could soon resemble a Taskrabbit for AI training. Some people may earn a paycheck without doing a single traditional activity, like delivering food or walking a dog for another person. Wild.

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43.9% of you voted Sometimes, depending on the context in yesterday’s poll: Can you tell a real public figure apart from a deepfake of them?

“Some of them I think are fake but nobody is coming forward admitting the fakery.”

“I’ve specifically stayed off socials like FB and Insta to avoid exposure. And compared to my loved ones who haven’t done this, I’m much better at identifying reality from deepfakes.”

“Sometimes AI garbage is easy to spot, but other times not so much. Public figures that are faked can be edited to remove attributes that are hallmarks of AI, such as counting fingers in the background or impossible positioning of items that cannot pass through each other behind the main subject. The more someone wants to deceive you, the more likely it is that we’ll be deceived — and there are huge resources available to deceive these days.”

Let’s keep the conversation going. Join Poll Of The Day, so your opinions can shine. Discover how your views line up with your peers’, check out cool insights, and have some fun. It’s data with personality.

🏆 Graham Parkes’ Wishful Thinking, starring Lewis Pullman and Maya Hawke, took home the Grand Jury Prize at SXSW.

🎮 Epic Games and Disney announced that Fortnite users can now officially make Star Wars games.

📺 DirecTV and eight states have filed an antitrust lawsuit to block the merger between TV-station giants Nexstar and Tegna — even after it received approval from the DOJ and FCC.

🚙 Uber announced that it’s purchasing 50,000 Rivian R2 vehicles for its robotaxi fleet and investing $1.25 billion in the EV company.

👀 Sony has developed tech it claims can prevent generative AI tools from producing copyright-infringing content and track creator attribution.

😵‍💫 Never mind: Meta has decided not to shut down its VR version of Horizon Worlds.

📱 Tubi and TikTok are partnering on an incubator to support digital creators in developing long-form shows for the AVOD streamer.

🎥 And another one: Kenya Barris and Offscript Worldwide are teaming up on a new creator-focused production company called “Revolt Labs.”

🤳 Facebook is rolling out a “Creator Fast Track” monetization program to get digital creators back on the platform.