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Meet the Netflix executive responsible for your recommendations

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Meet the Netflix executive responsible for your recommendations

There’s no red carpet for people who make sure Netflix provides an appealing user experience; no Emmy or Oscar for an app that gives you the right recommendations for what to watch next.

But those functions, when working correctly, are an advantage for Netflix in the streaming wars. Chief Product Officer Eunice Kim is the executive in charge of overseeing much of what makes Netflix tick — such as incorporating new features into the streaming service including live events, ads and mobile games.

Her team analyzes consumer behavior on Netflix to determine which shows and movies could excite viewers next on the streaming service and makes sure that the viewing experience is smooth. As such, she’s among the most important Netflix executives you’ve probably never heard of. That comes with the territory of being the person making sure Netflix is a seamless product, one of the most underappreciated aspects of the streaming wars.

“We make it look easy, but it’s not actually that easy under the hood,” said Kim. “If we’re doing our jobs, we shouldn’t be talking about the product all that much, but it should be working for people.”

Kim, who was promoted to the role in October, joined Netflix in early 2021. She previously served in product management roles at Google Play and YouTube. She grew up in Fremont, Calif., where her dad launched a startup out of their garage and she soldered motherboards. When she’s not looking at screens, she enjoys gardening.

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She spoke with The Times in an interview at Netflix’s Los Gatos headquarters. This conversation has been edited for length and clarity.

How do you see the Netflix product experience evolving as the company adds different types of content, like games or live events?

These new content types require us to really evolve the experience that lives today. We like to joke that our current homepage experience on TV is about 10 years old. That doesn’t mean we haven’t done tremendous amounts of work to improve it over time. But at its core, it’s remained the same and it really was built and designed for a streaming video-on-demand service. Every facet of how we’ve arranged everything anticipates an on-demand video experience.

LOS GATOS, CA – JAN 11: Eunice Kim, Netflix’s Chief Product Officer, is photographed at the Netflix offices in Los Gatos, CA on January 11, 2024.

(Benjamin Heath / For The Times)

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Live TV is like, “Hey, everyone gather on the couch now and watch it now,” right? So the signals we send to people [to tell users] now’s the time to gather are super important. In games as well, the content engagement and pattern is very different. You can play the same game for a few years, if you’re really into it.

You’ve said Netflix users on average watch six genres. How do you anticipate what people are feeling like watching?

We want to pay attention a little bit more closely in real time to the way that you’re browsing the service, so that we can interpret that a little bit faster. For example, you dwelled a little bit on this trailer — that’s maybe of interest. We’re really just trying to make sure that timeliness is built a little bit more deeply into the way that we understand your needs.

To some extent, familiarity breeds interest. Like the first time you see something, you may or may not be paying attention, then you hear about it through word-of-mouth, maybe there’s an L.A. Times critic’s review that you saw, you see a TikTok video on that title, there’s the billboard that’s on Sunset Boulevard. So it may be all of those things lead up to some degree of interest for a title.

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Let’s use an example to explain how the recommendations work. Like, say, the sci-fi movie “Rebel Moon.”

The very simple signals for us are that you are watching more content and that you’re showing us that you enjoy it, meaning that you finish the whole movie or you give it a thumbs up at the end. When we think about the categories that help us decide what we like, there are a couple of things we look for, including your past viewing behavior. Is “Rebel Moon” similar to other kinds of content that you watch on the service? Or you watched the trailer twice, or you added it to your list or you opened the email about “Rebel Moon.”

And then there’s what tells us how we know that “Rebel Moon” is a sci-fi movie. It sounds very basic, but when you have thousands of titles on the service, how do we classify that? Sci-fi is a broad category. “Dune” is a very different flavor from “Rebel Moon.” So the precision of our understanding of the content at what we call the metadata level also helps us understand the content similarities.

How does user behavior and data affect what trailers or promotion we see for Netflix content?

The way we present each title can be slightly different for each person. We might be playing up the angle about the race car drivers being part of a live event like “The Netflix Cup,” or the golf players being part of it because we think you’re going to recognize the face because we know that you watched “Formula 1: Drive to Survive.” Of course, not everyone who watches Netflix will be interested in a given event. We want to make sure we reach the right people. If we’ve never seen any indication that you have any interest in sports, it’s unlikely that we would put that in front of you.

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How many different trailers are there for each show or movie?

For our bigger titles, we might have up to six on average.

There was a technical issue with the reality dating show “Love Is Blind’s” live reunion in April, which was one of Netflix’s early efforts in live programming. How has Netflix improved its livestreaming capabilities since then?

That was definitely a humbling moment for us. We definitely took stock and asked ourselves, what can we do better? We’ve really mainly just been focused on improving our technical capabilities and our operations behind this and are super excited about the way that we were able to pull off “The Netflix Cup” and more recent live events that we’ve had on the service. So we’re feeling pretty good, that we’ve learned from that and evolved from it.

In any complex technical system, there can be any number of things that go wrong, right? There’s never a world in products and tech where there are no mistakes. That’s just not possible. So really the name of the game is how quickly did you catch your mistakes and fix them? That’s half the battle in our world.

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How is Netflix working to improve the experience for gamers? For example, on the mobile app, gamers still need to download the games via the Apple and Google app stores first, rather than have it be instantly playable on the Netflix app.

Downloading from the app stores is something we do because those are the policies that we abide by in partnership with Google and Apple. We try to make that discovery as simple and seamless as possible. I think about one feature we’re particularly proud of that made this easier for our members. If you’re on your iPhone and you find a game, we have what we call a “bottom sheet experience.” [It] just kind of slides up, and you can just press “install,” and that installs without landing you in the app store. That had a really nice bump in impact in terms of making that experience easier for our members.

Netflix has expanded the number of games it offers. Are games driving engagement?

We’re at almost 90 games right now. We’ve been very pleased with the progress we’ve made and met the goals that we had for 2023 around engagement.

How did you get interested in this type of work?

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My dad did a classic hardware startup out of his garage. So from a young age, I learned how to solder motherboards and inventory microchips and would write marketing materials for COMDEX, which was the big computer trade show back then.

Discussions about technology and reading sci-fi were part of my family upbringing. It was ironic that I ran away to the East Coast for college to be a writer because I was just so tired of the tech-speak, but it drew me back because there’s something really profound about the way that technology can enable our lives and bring us joy. It can also bring us misery if we’re not careful. I think finding that right balance is super important.

Entertainment

Kurt Cobain’s Fender, Beatles drum head among $1-billion collection going to auction

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Kurt Cobain’s Fender, Beatles drum head among -billion collection going to auction

In the summer of 1991, Nirvana filmed the music video for “Smells Like Teen Spirit” on a Culver City sound stage. Kurt Cobain strummed the grunge anthem’s iconic four-chord opening riff on a 1969 Fender Mustang, Lake Placid Blue with a signature racing stripe.

Nearly 35 years later, the six-string relic hung on a gallery wall at Christie’s in Beverly Hills as part of a display of late billionaire businessman Jim Irsay’s world-renowned guitar collection, which heads to auction at Christie’s, New York, beginning Tuesday. Each piece in the Beverly Hills gallery, illuminated by an arched spotlight and flanked by a label chronicling its history, carried the aura of a Renaissance painting.

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Irsay’s billion-dollar guitar arsenal, crowned “The Greatest Guitar Collection on Earth” by Guitar World magazine, is the focal point of the Christie’s auction, which has split approximately 400 objects — about half of which are guitars — into four segments: the “Hall of Fame” group of anchor items, the “Icons of Pop Culture” class of miscellaneous memorabilia, the “Icons of Music” mixed batch of electric and acoustic guitars and an online segment that compiles the remainder of Irsay’s collection. The online sale, featuring various autographed items, smaller instruments and historical documents, features the items at the lowest price points.

A portion of auction proceeds will be donated to charities that Irsay supported during his lifetime.

The instruments of famous musicians have long been coveted collector’s items. But in the case of the Jim Irsay Collection, the handcrafted six-strings have acquired a more ephemeral quality in the eyes of their admirers.

Amelia Walker, the specialist head of private and iconic collections at Christie’s, said at the recent highlight exhibition in L.A. that the auction represents “a real moment where these [objects] are being elevated beyond what we traditionally call memorabilia” into artistic masterpieces.

“They deserve the kind of the pedestal that we give to art as well,” Walker said. “Because they are not only works of art in terms of their creation, but what they have created, what their owners have created with them — it’s the purest form of art.”

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Cobain’s Fender was only one of the music history treasures nestled in Christie’s gallery. A few paces away, Jerry Garcia’s “Budman” amplifier, once part of the Grateful Dead’s three-story high “Wall of Sound,” perched atop a podium. Just past it lay the Beatles logo drum head (estimated between $1 million and $2 million) used for the band’s debut appearance on “The Ed Sullivan Show,” which garnered a historic 73 million viewers and catalyzed the British Invasion. Pencil lines were still visible beneath the logo’s signature “drop T.”

A drum head.

Pencil lines are still visible on the drum head Ringo Starr played during the Beatles’ debut appearance on “The Ed Sullivan Show.”

(Christie’s Images LTD, 2026)

It is exceptionally rare for even one such artifact to go to market, let alone a billion-dollar group of them at once, Walker said. But a public sale enabling many to participate and demonstrate the “true market value” of these objects is what Irsay would have wanted, she added.

Dropping tens of millions of dollars on pop culture memorabilia may seem an odd hobby for an NFL general manager, yet Irsay viewed collecting much like he viewed leading the Indianapolis Colts.

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Irsay, the youngest NFL general manager in history, said in a 2014 Colts Media interview that watching and emulating the legendary NFL owners who came before him “really taught me to be a steward.”

“Ownership is a great responsibility. You can’t buy respect,” he said. “Respect only comes from you being a steward.”

The first major acquisition in Irsay’s collection came in 2001, with his $2.4-million purchase of the original 120-foot scroll for Jack Kerouac’s 1957 novel, “On the Road.” He loved the book and wanted to preserve it, Walker said. But he also frequently lent it out, just like he regularly toured his guitar collection beginning 20 years later.

A scroll of writing.

Jim Irsay purchased the original 120-foot scroll manuscript of Jack Kerouac’s “On the Road” for $2.4 million in 2001.

(Christie’s Images)

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“He said publicly, ‘I’m not the owner of these things. I’m just that current custodian looking after them for future generations,’ ” Walker said. “And I think that’s what true collectors always say.”

At its L.A. highlight exhibition, Irsay’s collection held an air of synchronicity. Paul McCartney’s handwritten lyrics for “Hey Jude” hung just a few steps from a promotional poster — the only one in existence — for the 1959 concert Buddy Holly, Ritchie Valens and J.P. “The Big Bopper” Richardson were en route to perform when their plane crashed. The tragedy spurred Don McLean to write “American Pie,” about “the day the music died.”

Holly was McCartney’s “great inspiration,” Christie’s specialist Zita Gibson said. “So everything connects.”

Later, the Beatles’ 1966 song “Paperback Writer” played over the speakers near-parallel to the guitars the song was written on.

Irsay’s collection also contains a bit of whimsy, with gems like a prop golden ticket from 1971’s “Willy Wonka & the Chocolate Factory” — estimated between $60,000 and $120,000 — and reading, “In your wildest dreams you could not imagine the marvelous surprises that await you!”

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Another fan-favorite is the “Wilson” volleyball from 2000’s “Cast Away,” starring Tom Hanks, estimated between $60,000 and $80,000, Gibson said.

Historically, such objects were often preserved by accident. But as the memorabilia market has ballooned over the last decade or so, Gibson said, “a lot of artists are much more careful about making sure that things don’t get into the wrong hands. After rehearsals, they tidy up after themselves.”

If anything proves the market value of seemingly worthless ephemera, Walker added, it’s fans clawing for printed set lists at the end of a concert.

“They’re desperate for that connection. This is what it’s all about,” the specialist said. It’s what drove Irsay as well, she said: “He wanted to have a connection with these great artists of his generation and also the generation above him. And he wanted to share them with people.”

In Irsay’s home, his favorite guitars weren’t hung like classic paintings. Instead, they were strewn about the rooms he frequented, available for him to play whenever the urge struck him.

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Thanks to tune-up efforts from Walker, many of the guitars headed to auction are fully operational in the hopes that their buyers can do the same.

“They’re working instruments. They need to be looked after, to be played,” Walker said. And even though they make for great gallery art, “they’re not just for hanging on the wall.”

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Film reviews: ‘How to Make a Killing,’ ‘Pillion,’ and ‘Midwinter Break’

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Film reviews: ‘How to Make a Killing,’ ‘Pillion,’ and ‘Midwinter Break’

‘How to Make a Killing’

Directed by John Patton Ford (R)

★★

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After ‘Yellowstone’ and a twist of fate, Luke Grimes rides again as Kayce in ‘Marshals’

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After ‘Yellowstone’ and a twist of fate, Luke Grimes rides again as Kayce in ‘Marshals’

This story contains spoilers for the pilot of “Marshals.”

When the curtain came down on “Yellowstone” last year, Kayce Dutton had finally found his happily-ever-after.

The youngest son of wealthy rancher John Dutton (Kevin Costner) had secured a modest cabin in a mountainous region where he could reside in secluded peace with his beloved wife, Monica (Kelsey Asbille), and son, Tate (Brecken Merrill), far from the turbulent dysfunction of his family.

“Kayce found his little peace of heaven, getting everything he ever wanted and fought for,” said Luke Grimes, who plays the soft-spoken Dutton in “Yellowstone.”

Grimes reprises the role in CBS’ “Marshals,” which premiered Sunday. But in the new series, Kayce’s serenity has been brutally shattered, forcing him to find a new path forward after an unimaginable tragedy.

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The drama is the first of several planned spinoffs of “Yellowstone,” which became TV’s hottest scripted series during its five-season run. And while some familiar faces return and events unfold against the magnificent backdrop of towering mountains and lush greenery, “Marshals” is definitely not “Yellowstone” 2.0.

Luke Grimes as Kayce Dutton in “Marshals,” which combines the gritty Western flavor of “Yellowstone” with the procedural genre.

(Sonja Flemming / CBS )

In “Marshals,” Kayce joins an elite squad of U.S. Marshals headed by his Navy SEAL teammate Pete Calvin (Logan Marshall-Green). The drama combines two distinct brands — the gritty Western flavor of “Yellowstone” with the procedural genre, a flagship of CBS’ prime-time slate.

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During an interview at an exclusive club in downtown Los Angeles, Grimes expressed excitement about dusting off his cowboy hat and boots, though he admitted to having initial concerns about whether the project was a fit.

“I had never watched a procedural before, so I had to do some homework on what that was,” Grimes said hours before the gala premiere of “Marshals” at the Autry Museum of the American West in Griffith Park. “And I just couldn’t wrap my head around it at first. In the finale, Kayce had ridden off into the sunset. So I thought, ‘Let him be, let him go.’ ”

Those doubts eventually ebbed away.

“To be honest, there was a part of me that didn’t want to let Kayce go just yet,” Grimes said. “Saying goodbye to him was really hard, so the opportunity to keep this going was something I couldn’t pass up. We get to show his backstory and also this other side of him that we didn’t see in ‘Yellowstone.’ ”

But this Kayce is a man in crisis. “Yellowstone” devotees will likely be shocked by the “elephant in the room” — the revelation in the pilot episode that Monica has died of cancer. The couple’s sexy and loving chemistry was a key element in the series while also establishing Grimes as a heartthrob.

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“I think fans will be upset — and they should be,” Grimes said as he looked downward. “Kayce is very upset. It’s the worst thing that could have happened to him. But as much as I’m really upset not to work with Kelsey, it’s a good idea for the show.”

He added, “His dream life is no longer available to him. Now the only thing he has is his son, who is not so sure he wants the same life as Kayce. A big part of the season is Kayce learning how to manage all these new things — new job, being a single father.”

A bearded man with his hands in his jeans looking downward.

“His dream life is no longer available to him. Now the only thing he has is his son, who is not so sure he wants the same life as Kayce,” said Luke Grimes about his character Kayce.

(Jay L. Clendenin / For The Times)

Executive producer and showrunner Spencer Hudnut (CBS’ “SEAL Team”) acknowledged in a separate interview that viewers may be stunned by the tragedy. “Real life intervenes for Kayce. Unfortunately it happens to so many of us.”

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But he stressed that although Monica is physically gone, her presence will be heavily felt this season.

“She is guiding Kayce, and their relationship is moving forward,” Hudnut said. “His dealing with his inability to confront his grief is a big part of the season. It became clear that something horrible had to happen to put Kayce on a different path.”

As the development evolved, Grimes embraced the procedural concept: “This is a very different show and structure. This is an action show, very fast paced. I meet a lot of fans who say they really want to see Kayce go full Navy SEAL.”

Alumni from “Yellowstone” returning in “Marshals” include Gil Birmingham as tribal Chairman Thomas Rainwater and Mo Brings Plenty as his confidante Mo.

“Yellowstone” co-creator Taylor Sheridan, who had already spearheaded the prequels “1883” and “1923,” will further expand the “Yellowstone” universe later this month with “The Madison,” starring Michelle Pfeiffer and Kurt Russell, about a New York City family living in Montana’s Madison River territory. Later this year, Kelly Reilly and Cole Hauser will star in “Dutton Ranch,” reprising their respective “Yellowstone” roles as John Dutton’s volcanic daughter Beth Dutton and her husband, boss ranch hand Rip Wheeler.

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Hudnut said fans of “Yellowstone” will recognize themes that were central to that series: “The cost and consequences of violence, man versus nature, man versus man.”

“We’re trying to tap into what people loved about ‘Yellowstone’ but to tell the story in a different framework,” he said. “The procedural brand is obviously very successful for CBS. And nothing has been bigger than ‘Yellowstone.’ So the challenge is, how do you marry those things?”

Taking on the lead role prompted Grimes to reflect on how “Yellowstone” transformed his life after co-starring roles in films like “American Sniper” and “Fifty Shades of Grey” and playing a vampire in the TV series “True Blood.”

“‘Yellowstone’ changed my life in many, many ways,” he said. “The biggest change is that I now live where we shot the show in Montana. The first time I went there, I would have never thought I would ever live there.

“I would come back to the city after shooting. But a little bit more each year, I felt more out of place here, and more peace and at home there. I’m a big nature person — I never was a big city person, but I had to be here to do what I wanted. But after the third season, my wife and I decided to move there. We wanted to start a family.”

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The topic of a Kayce spinoff kept coming up during the filming of the finale, but “meanwhile we were having a baby, so that was the biggest thing on my plate.”

A man in a blue shirt standing with his arms crossed as horses with saddles graze in the background.

“‘Yellowstone’ changed my life in many, many ways,” said Luke Grimes.

(Jay L. Clendenin/For The Times)

Grimes was also dealing with the off-screen drama that impacted production due to logistical and creative differences between Costner and Sheridan. Costner, who was the show’s biggest attraction, exited after filming the first part of the final season. His character was killed off.

Asked about the backstage tension, Grimes said, “I just tried to do my job to the best of my ability, and not get caught up in all that. It was sort of frustrating, but I felt lucky to have a job.”

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He recalled getting a call from Sheridan about the plans for a spinoff: “He said, ‘I think you should talk to the guy who is going to be the showrunner. I’m not telling you to do it, and I’m not telling you not to do it. But Spencer is great and he has some good ideas.’ ”

Hudnut said Kayce “was always my favorite character. Also, Luke is not Kayce. Kayce is an amazing character, but Luke is really thoughtful and smart. He is a true artist and has an artist’s soul, while Kayce is kicking down doors and terrorizing people. And Luke has such a great presence. He can do so much with just a look to the camera. He is a true leading man.”

In addition to starring in “Marshals,” Grimes is also an executive producer. He pitched the opening sequence — a flashback showing Kayce in the battlefield. He also performs the song that plays over the final scene, in which he visits his wife’s grave. The ballad is from Grimes’ self-titled country album which was released last year.

“Luke’s creative fingerprints are all over the pilot,” Hudnut said.

Grimes said he does not feel pressure about being the first follow-up from “Yellowstone” to premiere.

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“We’re not trying to make the same show, so no matter what happens, its a win-win,” he said. “I had a blast doing it.”

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