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Meta Needs to Play Catch-Up With Creators. It’s Betting on a Boost From AI

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  • Meta reported $56.31 billion in first quarter sales, up 33% annually, outpacing the $55.45 billion analysts projected. 
  • The tech company’s earnings excluding a tax credit would’ve been $7.31 a share, above analyst expectations of $6.66.
  • The company remained focused on leveraging AI tools in the workforce amid impending 10% staff layoff

Susan Li, Meta’s chief financial officer, unveiled that Meta has finally rolled out affiliate programs for creators. While influencers have long used Facebook and Instagram to make a commission on their favorite products, this marks the first time that they can use Meta tools to do so.

The new program, which will first be implemented on Facebook then tested on Instagram, will allow creators to tag products and earn a commission when someone makes a purchase through their link.

Meta trails behind independent affiliate programs like ShopMy and LTK, which have allowed creators to make a commission since the pandemic. Each of the creator commerce companies are now valued at over a billion dollars ($1.5 and $6 billion, respectively) .

“People discover products on our platforms through ads and organic posts, with brands increasingly turning to creators to promote their products,” Li said on the earnings call. “We’re expanding our solutions beyond ads…We see a real opportunity to help people more easily discover and buy products within our services, particularly as we incorporate AI deeply across our platforms.”

Despite a strong performance in its first quarter earnings Wednesday, Meta still plans to layoff 10% of its work force in less than a month to fund expansive AI initiatives.

Meta reported $56.31 billion in first quarter revenue, up 33% annually, outpacing the $55.45 billion analysts had projected. Net income for the tech company was $26.77 billion, up 61% year-over-year.

“We had a milestone quarter with strong momentum across our apps and the release of our first model from Meta Superintelligence Labs,” said Mark Zuckerberg, Meta founder and CEO. “We’re on track to deliver personal superintelligence to billions of people.”

Meta’s shares were down 5% in after-hours trading. The company reported an EPS rate of $10.44, but excluding the tax credit from Trump’s One Big Beautiful Bill Act, the adjusted EPS is $7.31 a share, still above analyst expectations of $6.66.

Meta’s total employment was 77,986 as of March 31, an increase of 1% year-over-year. This number does not take into account impending layoffs set for May.

The tech giant announced last week they would cut 10% of its staff as the company prioritizes AI initiatives to improve efficiency. The cuts will start May 20 and will affect roughly 8,000 workers and will no longer hire for 6,000 open roles.

“We are seeing more and more examples where one or two people are building something in a week that would have previously taken dozens of people months,” Zuckerberg explained, regarding how Meta implements AI in the workplace. “We’re building the next evolution of our company around these people, and there’s a lot that we can do to enable this, building the best infrastructure for creating and delivering products at scale, streamlining our teams so they aren’t bigger than they need to be, recognizing and rewarding the people who are having outsized impacts.”

Meta and Zuckerberg has long sought to hold a leadership position in AI, including a big $14.3 billion investment in Scale AI and hiring CEO Alexandr Wang.

The company, which operates Facebook, Instagram and WhatsApp, had 78,865 people on staff at the end of 2025. The New York Times reports that Zuckerberg anticipates that AI will replace most people working in the technology industry.

Looking ahead Meta noted that its 2026 capital expenditures would be higher than expected in the range of $125 to $145 billion, up from $115 to $135 billion. The tech company estimated that its 2026 total expenses will be in the $162 to $169 billion range, and they expect to deliver an operating income above that of 2025.

Meta reported its daily active user base across its apps increased 4% year-over-year to 3.56 billion users, but this number was down from 3.54 billion three months prior. The company reported that the decline was due to “internet disruptions in Iran, as well as a restriction on access to WhatsApp in Russia.

Zuckerberg told investors on the earnings call that the company’s AI glasses continue to perform with triple the amount of people wearing them year-over-year.

Li acknowledged the company’s active legal matters, noting that the trials could significantly impact the company’s business and financial results.

“We continue to see scrutiny on youth related issues and have additional trials scheduled for this year in the US, which may ultimately result in a material loss,” she said.

The founder, chairman and CEO also boasted that the company’s latest AI model Muse Spark got up and running in just 10 months. He did not reveal the cadence of future launches to avoid sharing “competitively sensitive information” but teased that he wants to build an AI that his mother can use, which may take some time.

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‘Harry Potter’ Producer David Barron Backs AI ‘The Call Of The Wild’

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EXCLUSIVE: David Barron, the British film producer with credits on six Harry Potter films, is entering the generative artificial intelligence space.

Barron has agreed to produce an AI adaptation of Jack London’s 1903 novel The Call of the Wild, which is written and directed by Simon Rumley (Crushed, Red White & Blue).

The film will be generated at nmatic, with CGI and traditional VFX helping deliver more complex scenes. Filmmakers are billing it as the first faithful adaptation of London’s novel because it will be made from Buck’s subjective experience.

“London’s canvass is so epic, the Alaskan geography so gruelling, the dog and wolf fights so visceral that a faithful cinematic adaptation has hitherto been logistically and financially impossible,” said Barron. ”But technology has finally caught up with London’s vision, and we believe now is the time to do justice.”

The Call of the Wild tells the story of a pampered St. Bernard dog, who is torn from his life of privilege in California’s Santa Clara Valley and is sold into the brutal world of the 1890s Klondike Gold Rush, where he discovers the wild instinct that has always lurked within.

The film has been adapted for the screen several times, including a 2020 Michael Green film starring Harrison Ford.

David Barron, Mark Sandell (A Liar’s Autobiography) and Nick Price produce. Chris Catchpole, Carl Lyttle, and Toby White head up prompting and technical at nmatic.

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‘My Home Of Wind And Sand’ Acquired By Lightdox For World Sales

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EXCLUSIVE: Lightdox has acquired world sales rights to the documentary My Home of Wind and Sand ahead of its world premiere Tuesday at the Zurich Film Festival.

Filmmaker Patrick Wally spent over a decade on his film, a portrait of women’s rights, human rights and climate activist Najla Mohamed Lamin, who was born in a Sahrawi refugee camp in Algeria. Lamin has led a peaceful campaign supporting the right of Western Sahara to self-determination, a dream of Sahrawi refugees that has been frustrated for more than half a century.

Nobel Peace Prize nominee Greta Thunberg is expected to attend Tuesday’s world premiere and will participate in a conversation afterwards with Lamin. Thunberg visited the Sahrawi refugee camps last year, where she and Lamin conducted a workshop on climate change.

Director Patrick Wally

Director Patrick Wally

Courtesy of WyFilm

“Told through conversations with the filmmaker – who gradually becomes visible inside the story – the documentary refuses to reduce Najla to a symbol of a geopolitical conflict,” notes a synopsis. “Western Sahara is experienced through one person living its consequences in real time. Najla addresses international institutions, builds practical spaces for women and children, raises her family and continues to argue for peaceful resistance even as a generation born in exile grows older without a political resolution.”

The synopsis continues, “When armed conflict resumes after decades of ceasefire, the convictions that have shaped Najla’s public life are tested. The film follows her as she asks what pacifism, patience and agency can mean when history seems immovable – and whether one person can still create change inside circumstances that appear impossible.”

Najla Mohamed Lamin at the dunes near the Sahrawi refugee camp of Smara.

Najla Mohamed Lamin at the dunes near the Sahrawi refugee camp of Smara.

Courtesy of WyFIlm

Anna Berthollet, CEO of Lightdox, commented, “Najla has lived her entire life with an unresolved conflict. Yet Patrick’s film is not a geopolitical story; it is an intimate portrait of how she chooses to live, raise her children and build a future for her community. He spent eleven years following her journey and bringing her story and mission to the screen. At a time when Western Sahara is once again receiving international attention, we believe it is important that Najla’s perspective is part of that conversation. We feel very humbled to have been entrusted with bringing Patrick and Najla’s deeply personal story to audiences around the world.”

The border wall berm and Moroccan military base
separating the Moroccan occupied territory from the
Polisario controlled territory of Western Sahara.

The border wall berm and Moroccan military base separating the Moroccan occupied territory from the
Polisario controlled territory of Western Sahara.

Courtesy of WyFilm

The unresolved status of Western Sahara has been largely ignored in the U.S. and much of the West, but it has kept the Sahrawi people in terrible limbo. Spain ruled the territory as its colonial possession for the better part of a hundred years, but after it ceded claims in the mid-1970s, hopes for the territory to determine its own future were dashed when Morocco took control of much of Western Sahara. The Polisario Front, representing the Indigenous Sahrawi people, seeks self-determination and is supported by Algeria (where the refugee camps are located). The United Nations officially designates Western Sahara as a “Non-Self-Governing Territory.”

In a director’s statement, Wally said, “When I met Najla ten years ago, I knew this film needed to be made. At the time I had never heard of the issue of Western Sahara. I thought of myself as reasonably informed about the struggles shaping the world, yet I knew nothing about more than 200,000 Sahrawis living for generations in refugee camps in the Algerian desert, established after the war and displacement of 1975. That absence in my own awareness shocked me.

“What struck me first, however, was not the conflict in the abstract but Najla herself. I was surprised by my own assumptions. Here was a woman raised in a refugee camp who was exceptionally articulate, politically precise and full of a vision for the future. She spoke about peaceful resistance, about a generation born in the camps, and about the endurance required to believe in a bright future when nobody outside seems able to see it.”

An aerial view of the Sahrawi refugee camp Smara, in the Algerian desert, near Tindouf.

An aerial view of the Sahrawi refugee camp Smara, in the Algerian desert, near Tindouf.

Courtesy of WyFilm

Along with directing, Wally serves as the film’s cinematographer. The film is produced by Shirin Hooshmandi, Najla Mohamed Lamin, and Patrick Wally. Anna Kirst edited the film, with additional editing by Daniel Rutz. The music is by Ahmed Zain.

In addition to Tuesday’s world premiere at the Zurich Film Festival, My Home of Wind and Sand will hold public screenings on Wednesday, Thursday and Sunday.

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‘The Assassin(s)’ Tops Korea’s Holiday Box Office With 1.5M Admissions

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Hur Jin-ho’s historical thriller The Assassin(s) topped the Korean box office over the Chuseok holiday weekend pulling in more than 1.5 million admissions since its release on September 23.

Fresh from its world premiere at Toronto International Film Festival, the film has grossed $11.3M (KRW15.3BN) from 1,546,614 admissions over the first five days of release, according to data from the Korean Film Council (KOFIC). The Chuseok holiday officially ran for three days from Thursday, September 24 to Saturday, September 27.

Starring Lee Min-ho (Gangnam 1970), Park Hae-il (Decision To Leave), and Yoo Hai-jin (A Taxi Driver), The Assassin(s) revolves around the attempted assassination of South Korean President Park Chung-hee in 1974 that resulted in the death of the First Lady. A senior inspector (Yoo), veteran journalist (Park) and rookie reporter (Lee) set out to uncover exactly what happened and who was responsible, despite threats against their careers and their lives.

Coming in second over the holiday week (September 21-27) was Tazza: The Song of Beelzebub, a long-awaited sequel to a popular gambling franchise, which also opened on September 23 and took just over $6M from 813,842 admissions.

Christopher Nolan’s The Odyssey took third place in the weekly chart, adding another $5M to it record-breaking tally from 565,696 admissions. Released on August 5, the film has grossed just over $98M from 11.7 million admissions in the Korean market, making it the biggest import of the year so far.

Warner Bros Korea’s The Intern, a remake of the 2015 hit Hollywood comedy, came in fourth with an additional $2.6M for a cumulative total of $5.5M since its September 16 release. The film stars Choi Min-sik and Han So-hee in the roles originally played by Robert De Niro and Anne Hathaway in the original film.

Looking at figures for the entire week, The Intern was followed by US horror hit Obsession with $1.6M for a cume of $6.7M since its September 2 release. But looking solely at the weekend, Lee Chang-dong’s Venice winner Possible Love debuted in fifth position. Also opening on September 23, the Netflix-backed film, which is Korea’s official submission for Best International Feature at the Oscars, grossed around $1M in its first five days.

Historical drama The King’s Warden continues to hold Korea’s box office crown for the year to date, with box office of $120M from 16.9 million admissions; followed by The Odyssey, Spider-Man: Brand New Day ($69M from 9 million admissions), and two titles that debuted at this year’s Cannes film festival: Yeon Sang-ho’s Colony and Na Hong-jin’s Hope.

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