Abstract
Abstract Online-access to audiovisual content is rapidly changing the system of film distribution and film presentation. The streaming portal acts as a threshold for online access to moving image works. Algorithms and artificial intelligence are increasingly taking over the selection and curation of audiovisual content and direct viewers’ attention via personalised recommendation systems. The article outlines the market development towards online access to audiovisual content and analyses selected aspects such as artwork (thumbnails) and genres to explore the functionalities of accessory (paratexts) to the film for recommendation systems in video streaming portals and data analysis. From the analysis, the article derives preliminary considerations on requirements that result from the use of artificial intelligence technologies for promoting film and visual literacy in cultural heritage institutions.
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