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At a glance
New take on Netflix: A new book about Netflix Inc. provides the most comprehensive look yet at the video subscription service that has revolutionized home entertainment during the past decade. It paints a polarizing portrait of Netflix CEO Reed Hastings and tries to debunk a widely told story about the company’s origins.
Inside sources: Journalist Gina Keating drew upon interviews with Netflix co-founder Marc Randolph, other former Netflix employees and former executives at rival Blockbuster Entertainment to write “Netflixed: The Epic Battle for America’s Eyeballs.”
Availability: The book, published by the Penguin Group, went on sale Thursday.
Associated Press
In this 2002 photo, Netflix co-founder Marc Randolph looks over the shoulder of Natalya Kontorovich at Netflix’s Denver distribution site.

Origins, evolution of Netflix explored in book

CEO painted as brilliant but cold

– Netflix is probably hoping a new book about its early history never gets made into a movie.

The book, “Netflixed: The Epic Battle for America’s Eyeballs,” tries to debunk a widely told tale about the company’s origins and paints a polarizing portrait of its star, CEO Reed Hastings.

The book arrives at a pivotal time for Netflix Inc. The video subscription service is still recovering from a customer backlash triggered by Hastings’ hasty decision to raise U.S. prices by as much as 60 percent last year. Investors remain leery of Netflix as its expenses for Internet video rights steadily climb. That’s the main reason Netflix’s stock remains about 75 percent below its peak of nearly $305 reached around the time Hastings announced the price increases 15 months ago.

The book, written by veteran journalist Gina Keating, draws its insights from interviews with Netflix’s lesser known co-founder, Marc Randolph, and other former employees. It also depends on information from former executives at Blockbuster Entertainment, the once-dominant video rental store chain driven into bankruptcy by the rise of Netflix and Redbox’s DVD-rental kiosks.

Hastings declined to be interviewed for the book.

Keating nevertheless illuminates the competitive gauntlet that Netflix had to navigate to get where it is today. The book also dishes up juicy morsels about various negotiations that could have reshaped Netflix.

According to the book, Hastings and Randolph flew to Seattle sometime in 1998 to meet with Amazon.com Inc. CEO Jeff Bezos. The topic of discussion: a possible partnership. At one point, Hastings proposed that Amazon buy Netflix, only to be disappointed when Bezos offered a mere $12 million.

Netflix spokesman Jonathan Friedland told The Associated Press that the Amazon anecdote was “totally untrue.” Amazon declined to comment.

The book asserts that the Amazon talks weren’t the only time Hastings flirted with a possible sale before the company went public a decade ago.

In the spring of 2000, Hastings and other Netflix executives flew to Blockbuster’s Dallas headquarters where they tried to sell Netflix for $50 million, only to be told the price was way too high, according to the book. That was one of many miscalculations Blockbuster made in its rivalry with Netflix. Despite its recent downfall on Wall Street, Netflix still boasts a market value of $4 billion.

Blockbuster eventually built its own online DVD-rental service and began to hurt Netflix so badly that Hastings made an informal bid to buy his rival’s roughly 3 million Internet subscribers for about $600 million, according to the book.

“People interpret history in all kinds of different ways, and a lot of the anecdotes in the book don’t square with the way we remember them,” Friedland said. “The gist of the story, that Marc and Reed created Netflix together, is correct.”

Though the book sometimes portrays Hastings unflatteringly, Keating remains convinced he is the main reason Netflix was able to transform home entertainment.

“I hope that people recognize he is a genius,” Keating said in an interview. “There is no question in my mind that there is nobody like this guy. Wall Street and naysayers are wrong to bet against this company, especially as long as he is in charge.”

The book captures Hastings’ vision, focus, charisma and chutzpah – traits that helped him transform Netflix from a quirky service with fewer than 100,000 customers in the late 1990s into a cultural phenomenon with 30 million subscribers in the U.S., Canada, the United Kingdom and Latin America.

But readers also will be introduced to a coldhearted side of Hastings that never surfaces in his public appearances, or the many interviews that he has done during his 14-year tenure as Netflix’s CEO.

Viewed through Keating’s lens, Hastings “seemed to lack an empathy gene.” He is depicted as a brilliant mathematician who looks at almost everything as an equation to be solved. Once he’s convinced he has figured out all the variables, Hastings never let compassion trump his logic, based on anecdotes in the book. In one scene, Hastings fires Netflix’s first human resources manager in front of her co-workers because he wanted to bring in a former colleague from his previous company, software maker Pure Atria.

Keating thinks Hastings’ data-driven approach also makes it difficult for him to anticipate how Netflix subscribers will react to things like last year’s price increases and the botched attempt to spin off the DVD-by-mail service into a separate company called Qwikster.

“He has one blind spot and that he just doesn’t understand the consumer-facing aspects of the business,” Keating said in the interview. “It’s illogical the way consumers act, and I think it’s frustrating for him because he is trying to do the best thing for customers. But he just doesn’t understand that you can’t dictate to them. They have to be ready to go at their own pace.”

From Keating’s vantage point, Hastings used a $2 million investment he made in Netflix’s early day to muscle his way into the company’s management and persuade then-CEO Randolph that they should share the top job. Eventually, Randolph was relegated to other management positions with fewer responsibilities and lost his spot on the board of directors.

Randolph, who now dispenses advice to entrepreneurs launching startups, left Netflix as a rich man after the company’s initial public offering of stock in 2002. He owned nearly 840,000 shares worth about $12.5 million at the time of Netflix’s IPO.

The book makes the case that Randolph never got the credit he deserved for coming up with the idea for sending DVDs through the mail.

“Marc co-founded Netflix with me, was our first CEO, came up the name Netflix, and was instrumental in our success,” Hastings told the AP. Friedland said Hastings wasn’t available to be interviewed for this story.

Randolph said he remains on good terms with Hastings, even though they have different recollections of Netflix’s early days.

“When we talk, it’s like two friends reaching out and saying, ‘We still cool, we still OK?’ ” Randolph said. “I still have tremendous pride and tremendous joy about what Reed and I accomplished.”

Randolph’s version of how Netflix began is much different from the story that Hastings used to tell media outlets, including the AP, about how the service started.

Hastings’ spin went something like this: The idea for a video subscription service came to him after a Blockbuster store hit him with roughly $40 in late fees when he returned a VHS tape of the Tom Hanks movie “Apollo 13.” A few years later, the story would be amended so the fees were charged by an unnamed independent store.

“That’s a load of crap,” Randolph says in the book. “It never happened.”

The truth, according to the book, is that Netflix was born out of conversations that Randolph and Hastings had while they were carpooling to their Silicon Valley jobs at Pure Atria from their homes in Santa Cruz.

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