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ViewLift unveils two new AI products to transform streaming intelligence and operations

ViewLift has launched two new AI-powered solutions designed to enhance business intelligence and customer support operations for media companies, sports organisations, and content owners distributing their content worldwide. ViewLift Data Insights Pro is ViewLift’s new conversational AI analytics tool that delivers personalised, real-time insights via text to content owners’ executives. Designed to function as a […]

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ViewLift has launched two new AI-powered solutions designed to enhance business intelligence and customer support operations for media companies, sports organisations, and content owners distributing their content worldwide.

ViewLift Data Insights Pro is ViewLift’s new conversational AI analytics tool that delivers personalised, real-time insights via text to content owners’ executives. Designed to function as a virtual data analyst, ViewLift Data Insights Pro provides summaries of the past day’s key metrics, and interprets texted follow-up questions from executives, providing actionable business intelligence on streaming trends, viewer behaviour, content performance, and monetisation metrics. It acts as an always on 24/7/365 business, saving time and enabling quick decision-making.

“ViewLift Data Insights Pro reflects our commitment to democratising data and making it instantly actionable for our partners,” said Rick Allen, CEO of ViewLift. “Whether you’re tracking live event viewership, revenue, or other key metrics, this tool delivers clarity in minutes, not days.”

Also new is ViewLift FanAssist AI an AI-powered automated support platform enhancing customer support and reducing customer service response time. ViewLift FanAssist AI integrates with each client’s customer inquiries ticketing system, resolving questions across multiple languages and channels. It intelligently categorises tickets, suggests optimal responses using a 3+3+1 AI decision engine, and executes automated tasks to help customers solve their problems across a range of questions and issues. It utilises AI to detect the problem; craft a response from the internal knowledge management system and AI LLM; and respond to the customer within minutes. Additionally, ViewLift FanAssist AI enables rapid scaling for large events, eliminating the need for human intervention, making it cost-effective and always available, and providing responses in the language initially used by the inquiring customer.

ViewLift FanAssist AI is already successful in the field: a top sports streaming platform successfully reduced its customer support ticket volume by nearly 90% during high-traffic live events. With millions of concurrent users tuning in for marquee football matchups, ViewLift FanAssist AI handled complex multilingual inquiries in real-time, freeing up support teams and ensuring uninterrupted fan engagement.

To optimise viewer engagement further, ViewLift has integrated Google Vertex AI into its platform to power an advanced recommendations engine. By combining machine learning models trained on rich behavioural and content metadata, ViewLift’s advanced recommendations engine empowers its clients with personalised content suggestions across all devices.

Vertex AI-powered real-time personalisation helps clients increase viewer retention, extend watch times, and grow revenue, providing a dynamic, tailored streaming experience that adapts to each viewer’s unique interests and keeps audiences coming back for more.





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Hundreds rally for high schooler detained by ICE on the way to volleyball practice

MILFORD, Mass. (WBZ) – An 18-year-old high school student, who is undocumented but has lived in Massachusetts since he was 5, was detained by agents with U.S. Immigration and Customs Enforcement on the way to volleyball practice. Four Milford High School students were on their way to volleyball practice Saturday morning when three unmarked vehicles […]

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MILFORD, Mass. (WBZ) – An 18-year-old high school student, who is undocumented but has lived in Massachusetts since he was 5, was detained by agents with U.S. Immigration and Customs Enforcement on the way to volleyball practice.

Four Milford High School students were on their way to volleyball practice Saturday morning when three unmarked vehicles carrying ICE agents pulled up behind them. At least two of the students in the car were undocumented, including the driver, 18-year-old Marcelo Gomes.

The other undocumented student in the car at the time spoke out about the incident. He asked to remain anonymous. He says that they weren’t doing anything wrong to warrant being pulled over.

“An ICE officer stepped out of his vehicle, knocked on the window and asked what his documentation was,” the student said.

The agents interrogated the car full of students about their documentation before taking Gomes, who is a high school junior, into custody. The other undocumented student says he was not taken into custody by ICE because he is underage.

“That’s kind of when emotion hit, and I started crying… Tears just started coming down my eyes,” the student said.

The student says he is now afraid all his hard work in school and being a good member of the community is in jeopardy.

“I always knew this to be a system that kicks out undocumented people for committing crimes, and now, it’s a system that will just kick you out based on your status,” he said.

Milford Police say they were not informed ICE would by carrying out this operation, and Milford Public Schools Superintendent Kevin McIntyre said the following in a statement:

“The Milford Public Schools play no part in immigration enforcement and support all of our students and families, including those who are immigrants to the United States. They are members of the community, students in our classrooms, athletes that compete representing Milford, musicians, artists, friends, and neighbors.”

Family members say Gomes has lived in the Milford area since he was 5 years old.

“It’s kind of heartbreaking, and Marcelo is such a kind person. He’s the last person that this should be happening to. His siblings are so young, and they’re asking questions like whether they’re ever going to see him again,” said Gomes’ cousin, Ana Julia Araujo.

Araujo says Gomes is currently being held at an ICE detention center in Burlington.

Hundreds rallied Sunday in support of Gomes, including members of Milford High School’s Class of 2025, who marched down the street in their caps and gowns after graduation. Gomes is a member of the school band and was set to play drums at the ceremony.

“Marcelo was a good kid. He was excited for his future. He did absolutely nothing wrong. He was innocently going to a practice, and he was targeted,” said Gomes’ girlfriend, Julianys Rentas.

Massachusetts Gov. Maura Healey, a Democrat, also spoke out against Gomes’ detention.

“I’m demanding that ICE provide immediate information about why he [Gomes] was arrested, where he is and how his due process is being protected. My heart goes out to the Milford community on what was supposed to be a celebratory graduation day. The Trump Administration continues to create fear in our communities, and it’s making us all less safe,” said Healey in a statement.



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Guide to pools, splash pads & more for summer 2025

The Sawdust City offers plenty of options for a quick splash this summer. Essential water safety tips Learn essential water safety tips to ensure a fun and safe summer for the whole family. Oshkosh offers a variety of ways to cool off during the summer, including the Pollock Community Water Park with its pool and […]

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The Sawdust City offers plenty of options for a quick splash this summer.

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  • Oshkosh offers a variety of ways to cool off during the summer, including the Pollock Community Water Park with its pool and waterslides.
  • Residents and visitors can also enjoy the South Park Splash Pad, Menominee Park Beach on Lake Winnebago, and two YMCA aquatic centers.
  • Nearby, Jefferson Park in Menasha and the Neenah Pool offer additional swimming options, along with a splash pad in Washington Park, Neenah.

OSHKOSH – Swimming holes, pools, beaches, lakes and splash pads.

If you’re trying to beat the heat, Oshkosh has more than enough options.

There’s no need to leave the city to stay cool this summer, as the Sawdust City has everything from water parks to swimming pools and even Lake Winnebago.

Here’s a list of where you can go for a quick splash this summer.

Pollock Community Water Park

Oshkosh’s main water park, Pollock Community Water Park, features a swimming pool, waterslides and a number of other amenities at 1550 Taft Ave.

The park is open June 7 to Aug. 17 with open swim hours of noon to 7 p.m.

Pollock Community Water Park will also play host to Yoga at the Pool June 27, July 11, July 18, Aug. 8, Aug. 15 and Aug. 22.

For more information, including rates and passes, visit https://www.oshkoshwi.gov/parks/PollockCommunityWaterPark/.

South Park Splash Pad

The Splash Pad at South Park, 1035 W. South Park Ave., is open until Sept. 1 from 6 a.m. to 11 p.m.

The park features a splash pad, fishing opportunities in the lagoons, an inclusive playground, wooded areas, trails, and basketball and tennis courts.

Menominee Park Beach

Located in the southern park of Menominee Park on Pratt Trail, Menominee Park Beach is open for swimming and features numerous benches along with picnic tables.

It is adjacent to Menominee Park Zoo and includes a playground, bathrooms and another amenities.

Lake Winnebago

Oshkosh’s largest inland lake, Lake Winnebago offers countless watersport activities including swimming, boating, kayaking, canoeing and water skiing.

Various launching spots are along the shore and even more opportunities to enjoy the lake.

YMCA aquatic centers

The 3303 W. 20th Ave. and Downtown (324 Washington Ave.) YMCA aquatic centers both offer pools for open swim.

The 20th Avenue YMCA features an eight-lane, 25-yard Kuhn Family Pool and a family fun pool that has a water slide, zero-depth entry, a lazy river current and water-spouting gadgets.

The Downtown YMCAhas a four-lane, 25-yard lap pool as well as a family pool that includes a large lazy river.

Both YMCA locations are equipped with an on-deck sauna, steam room and whirlpool.

Jefferson Park Swimming Pool

Located in Jefferson Park 915 Third Street, Menasha, the outdoor swimming pool is slated to open early June, with daily operating hours of 1-5 p.m. and 6:15 p.m.-7:45 p.m.

Along with the public swimming pool, the park features a waterslide, inflatable toy section, sand volleyball court, sun deck and a heated pool.

Neenah Pool

The Neenah Pool, 600 S. Park Ave., will be open June 7-Aug. 23 this season with open swim hours daily.

The pool is open 1-8 p.m. Mondays-Fridays and 1-6 p.m. Saturdays and Sundays. It features a number of amenities and activities like heated water, a sand volleyball court, tot sand play area, outdoor ping pong table, tetherball, and changing and locker rooms.

Washington Park Splash Pad

The splash pad at 631 W. Winneconne Ave., Neenah, will operate daily 10 a.m. to 8 p.m. and remains open until Sept. 1.

It’s free to the public and is activated by running a hand over the top of the fire hydrant. The splash pad runs in four-minute increments and can be reactivated by waving a hand over the sensor.

For more information, visit https://www.ci.neenah.wi.us/departments/parks-recreation/splashpad-washington-park/.

Contact Justin Marville at jmarville@gannett.com and follow him on X (formerly Twitter) at @justinmarville.



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Fluidra innovation helps Inverell Aquatic Centre secure excellence award

Innovation from Fluidra Australia helped the $25 million Inverell Aquatic Centre located in Northern NSW, secure the Excellence in Innovation Award at the prestigious Aquas Awards Gala, hosted by Royal Life Saving in early May. The Aquas is Royal Life Saving’s night of celebration that honours the contributions and dedication of individuals and organisations working […]

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Innovation from Fluidra Australia helped the $25 million Inverell Aquatic Centre located in Northern NSW, secure the Excellence in Innovation Award at the prestigious Aquas Awards Gala, hosted by Royal Life Saving in early May.

The Aquas is Royal Life Saving’s night of celebration that honours the contributions and dedication of individuals and organisations working to prevent drowning and promote aquatic participation for everyone across NSW and the ACT.

For the aquatic centre, Fluidra Australia provided a bulkhead capable of insulating half of the 50 metre x 8 lane pool into a 25 metre x 8 lane pool in wintertime while meeting World Aquatics regulations.

This was achieved through an innovative design that has seen a moveable boom – supplied by Fluidra Commercial – placed at the 25 metre mark of the pool (at the boundary between the main pool hall and the outside) with the ability to be locked down to separate the water areas.

Fluidra also provided a movable warm water program pool for swim lessons, hydrotherapy and much more. Including movable stairway and access lift built into the AKVOSpiralift movable floor. They also supplied SRSmith starting blocks, stainless steel anchors and lane ropes.

Representatives from Belgravia Leisure accepted the award on behalf of Inverell Shire Council, recognising the innovative design elements integrated into the recently constructed aquatic centre.

Inverell Shire Council worked closely with Royal Life Saving throughout the development, construction, and accreditation phases of the Inverell Aquatic Centre, ensuring industry-leading safety standards and innovative aquatic design elements.

Belgravia Leisure’s Business Operations Manager Liz Stranix, presented the award to Inverell Shire Mayor Kate Dight at the Inverell Aquatic Centre where it will be displayed as a testament to the facility’s commitment to excellence.

Click here to contact Fluidra Commercial via their listing in the Australasian Leisure Management Supplier Directory.

Images. Credit: Fluidra Commercial

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3rd May 2025 – Parramatta Aquatic Centre secures top award at The Aquas

1st March 2025 – New Inverell Aquatic Centre open to the public

2nd January 2025 – Inverell Aquatic Centre to host Swimming NSW regional championship event in 2026

27th November 2024 – New $25 million Inverell Aquatic Centre counts down to opening

8th May 2025 – Fluidra acquires SaaS platform Pooltrackr

29th April 2025 – Fluidra Commercial backs mature-aged athletes at National Masters Swimming Championships

2nd April 2025 – Fluidra invests in Lynxight anti-drowning technology

28th February 2025 – Fluidra Commercial moves to strengthen business development team and marketing leadership

31st January 2025 – Inaugural Fluidra Australia Cup water polo tournament a resounding success

4th December 2024 – Fluidra announces Managing Director appointment for Australia and New Zealand

21st November 2024 – Fluidra takes on naming rights for water polo’s inaugural Australia Cup

19th August 2024 – Fluidra to acquire Chadson Engineering in Australia

8th July 2024 – Fluidra maintains support for Royal Life Saving WA’s Swim and Survive program

19th March 2024 – Fluidra sponsorship with Water Polo ACT benefits grassroots and competitive levels

19th February 2024 – Fluidra welcomes Valentina Tripp as new Managing Director for Australia and New Zealand


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Why trust is new currency in digital world

By Puneet Dua Advertisement New Delhi [India], June 2 (ANI): A gamer breaks down strategies, a startup founder shares hard-earned lessons, a golf coach helps improve your swing, and a motorsport enthusiast decodes every turn on the track. There’s one thing that’s fundamental about all successful content creators: authenticity always wins. The Indian creator ecosystem […]

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By Puneet Dua

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New Delhi [India], June 2 (ANI): A gamer breaks down strategies, a startup founder shares hard-earned lessons, a golf coach helps improve your swing, and a motorsport enthusiast decodes every turn on the track. There’s one thing that’s fundamental about all successful content creators: authenticity always wins.

The Indian creator ecosystem is one of the most dynamic in the world. With over 2.5 million monetised content creators and influence over nearly 30 per cent of consumer decisions, according to a BCG report, the creator economy is no longer a side hustle, it’s a formidable industry. But even within this booming space, a shift is underway. The most trusted and impactful voices are no longer the loudest ones. They are the ones who provide context, experience, and real outcomes.

This shift is especially evident in the real money gaming (RMG) space, particularly in fantasy sports and emerging skill-based formats. Influencers who once focused on entertainment or click-driven content are now building credibility through deep analysis, predictive modelling, and historical insights. Many have developed strong domain expertise over the years, studying player form, venue stats, weather conditions, and anomalies, and are now sharing that knowledge through high-value content.

These creators are not just entertainers but educators and tacticians, making fantasy gaming more strategic, data-driven, and skill-focused. With new-age platforms emphasising real-time decision-making and user skill, such creators play a key role in steering the RMG narrative away from luck and toward legitimacy.

The viewers and consumers of these content creators have also become more vigilant about the content they are consuming, constantly analysing and gauging overproduced content and mere marketing pushes. Today, they gravitate towards creators who practice what they preach. These creators are hardened veterans of their industries who have spent years learning, practising and building their craft and are now packaging their knowledge into content that people can learn from.

Consider the Indian gaming industry, which is now experiencing a revolution as new formats that are based on real-time events are picking up speed. Creators who simply showcased their analytical prowess by completing random challenges are no longer the ones people look up to. Instead, they now look up to the ones who are analysts and former pros who understand the nuances of strategy, skill, and real-time decision-making.

This pattern holds true across disciplines. In golf, followers flock to creators who break down the science of putting or help correct a slice. In motorsports, niche YouTubers who dissect telemetry data or tire strategy gain more credibility than influencers showcasing lifestyle montages. In the startup world, it’s the founders who share raw fundraising decks, failed experiments, and honest growth stories who are gaining loyal followings, not those merely celebrating funding rounds.

What unites these creators is their deep focus on problem-solving over promotion. They aren’t here to sell dreams. They are here to teach, mentor, and elevate. They recognise that content can be a service and that service builds trust. With attention spans shrinking and scepticism rising, users reward creators who offer tangible takeaways. And that trust, in turn, creates economic opportunity.

The days of chasing views are long gone. Today’s creators understand that authenticity lies in monetising depth over reach, so they offer private coaching, host paid webinars, and build relationships rooted in credibility. The creator becomes a partner in the audience’s growth journey, not just a performer in their feed.

The communities of these authentic creators are relatively small, but that’s by design. Instead of catering to everyone, they stick to their niche audiences who are passionate about their content. The result? These micro-communities often outperform broader audiences in terms of loyalty, engagement, and conversion.

The magic lies in how these creators compress years of experience into simple, digestible content. In a three-minute video, they might pass on a principle it took them three years to master. This efficient transfer of knowledge is the creator economy’s superpower. In an era of information overload, creators who curate, contextualise, and simplify have become invaluable.

Importantly, the best among them is abandoning misleading hooks and clickbait titles.

They no longer need gimmicks to pull people in because their value speaks for itself. Their success is not accidental. It is the outcome of consistency, craft, and care. Audiences are responding by showing up, sticking around, and paying up.

This shift is also opening up new paths for platforms and brands. When creators build content around trust, learning, and results, it becomes the most effective form of organic marketing. No one feels like they are being sold. Instead, they feel informed and empowered. Whether it’s a viewer becoming a better sports trader, a founder making smarter business decisions, or a young athlete learning how to improve, the outcome is meaningful. And when the content delivers real results, conversion becomes a natural next step.

The industry is witnessing the rise of skilled creators: new-age professionals who blend insight with impact. They are educators, entertainers, coaches, and community builders all rolled into one. And they are proof that influence built on trust, not just reach, is the real currency of the digital world.

As India’s digital economy grows and content becomes increasingly democratised, this creator model will only gain momentum. The future belongs to those who not only know their craft but are generous enough to share it. In this ecosystem, the most powerful kind of marketing is simply showing up, being real, and helping someone get better at what they love. (ANI)

Disclaimer: Puneet Dua is the Chief Marketing Officer at SportsBaazi. The views expressed in this article are his own.

(The story has come from a syndicated feed and has not been edited by the Tribune Staff.)





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Rowing concludes NCAA Championships with third

Story Links Live Results/Heat Sheets Watch on NCAA.com WEST WINDSOR, N.J. – Texas Rowing wrapped up a successful run at the 2025 NCAA Championships with a third-place finish at Mercer Lake on Sunday. It marks the eighth-consecutive top-four finish for the Longhorns. In addition, Texas has finished inside the top-three in six of the last […]

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Rowing concludes NCAA Championships with third

WEST WINDSOR, N.J. – Texas Rowing wrapped up a successful run at the 2025 NCAA Championships with a third-place finish at Mercer Lake on Sunday. It marks the eighth-consecutive top-four finish for the Longhorns. In addition, Texas has finished inside the top-three in six of the last seven national meets including three national titles, all under head coach Dave O’Neill.

Texas totaled 118 points – the fifth-highest points total at a national meet in program history. Stanford won the title after compiling 129 total points, and Yale finished as the national runner-up with 121 points. Following third-place Texas (118 points), Washington finished fourth (117), Tennessee fifth (106), Princeton sixth (99), Brown seventh (95), Rutgers eighth (83) and California and Virginia tied for ninth (79) to round out the top-10.

Forecasted strong winds moved up Sunday’s schedule with the first race for the Horns kicking off at 7:08 a.m. CT. Mercer Lake saw clear skies and 7-8 mph winds throughout Grand Finals. The wind started to pick up at the start of the I Eight Grand Final.

The Texas First Four commenced Grand Finals by clinching its sixth-straight top-three finish at the national regatta, placing third in 6:59.548 to earn a spot on the podium. It was a tight race from start-to-finish between third-place Texas, first-place Stanford and runner-up Washington. Stanford won it in 6:56.532 followed by Washington (2nd-6:58.598), Texas (3rd-6:59.548), Yale (4th-7:01.820), Rutgers (5th-7:01.858) and Tennessee (6th-7:12.228).

The II Eight registered a fourth-place finish after crossing the finish line in 6:17.213. It was a hard-fought battle for the Horns against Stanford (1st-6:13.075), Washington (2nd-6:14.931), Princeton (4th-6:15.021), Yale (6:19.535) and Virginia (6th-6:27.933). The Second Eight has finished inside the top-four in back-to-back seasons after posting a runner-up finish in 2024. The II Eight has also notched a top-four finish in five of the last six national regattas.

In the final race of the 2025 campaign, the Texas I Eight had a podium finish after placing third in 6:09.848. Yale won in 6:06.138 followed by Stanford (2nd-6:08.336), Texas (3rd-6:09.848), Tennessee (4th-6:10.912), Washington (5th-6:12.538) and Brown (6th-14.088). With the clutch effort by the I Eight, Texas was able to fend off the Washington Huskies to solidify a third-place team finish to cap the weekend. The I Eight has tallied a podium finish in six of the last seven national meets.

Final Team Scores (Team – Points)

  1. Stanford – 129
  2. Yale – 121
  3. TEXAS – 118
  4. Washington – 117
  5. Tennessee – 106
  6. Princeton – 99
  7. Brown – 95
  8. Rutgers – 83
  9. California, Virginia – 79 
  10. Michigan – 74
  11. Syracuse – 67
  12. Harvard – 65
  13. Indiana – 58
  14. UCF – 52
  15. Dartmouth, Pennsylvania – 39
  16. Oregon State – 33
  17. Northeastern – 27
  18. Boston U – 20
  19. Rhode Island – 12
  20. Fairfield – 6

Lineups:

I Eight: Amy Werner (Cox), Sue Holderness, Imy Grey, Marg Van der Wal, Ilva Boone, Phoebe Wise, Lucy McFarlane, Lucy Searle and Abby Dawson.

II Eight: Bronwen Holmes (Cox), Rhiannon Luke, Katherine Nordheim, Phoebe Robinson, Allie Alton, Amelia Gleed, Savvy Jerome, Taryn Kooyers and Ellie Rodriguez.

I Four: Paris West (Cox), Nadja Yaroschuk, Daniela Thiermann, Jess Colbran and Paula Becher.

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The violence of growing up

(Credits: Cannes Film Festival) Mon 2 June 2025 10:30, UK ‘The Plague’ – Charlie Polinger There is nothing more confusing than the experience of being a teenager, something that is only worsened by the lack of sympathy from adults while in the throes of puberty, social growing pains and crippling anxiety about the way you […]

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‘The Plague’ – Charlie Polinger

There is nothing more confusing than the experience of being a teenager, something that is only worsened by the lack of sympathy from adults while in the throes of puberty, social growing pains and crippling anxiety about the way you look and everything that comes out of your mouth. Your head becomes an echo chamber full of unchecked negativity and self-deprecating thoughts, growing critical of parts of yourself you never noticed but now suddenly loathe, whether it be a dimple, spot or the way you pronounce a certain word. The playground becomes a battlefield, and nothing is more concerning to you than the idea of standing out, pleading with benign higher forces to be cool, popular, invisible.

While this idea has been explored through the perspective of young girls in films like Eighth Grade, A Real Young Girl and Are You There God? It’s Me, Margaret, the socially anxious boy is often depicted through a comical lens, with teenage boys generally being portrayed as overly-energetic and horny monsters with zero self-control or brain cells. It is for this reason that I was completely enamoured by Charlie Polinger’s directorial debut, The Plague, in which boyhood is exposed through the horrors beneath the boyish bravado.

The Plague takes place at a water polo summer camp for 12-year-old boys, following a socially anxious tween called Ben as he tries to fit in with the popular group, being pulled into a cruel game in which they accuse an outcast called Eli of having ‘the plague’. However, after Ben is accused of having the plague himself, he is forced to confront the price of fitting in and whether he should let go of himself in order to conform, or risk complete ostracisation and embrace authenticity.

The film begins with a still underwater shot as each boy bombs into the pool, with an echoing sound design that floods your ears with each splash, we are plunged into this feeling of competition and discontent. Each boy frantically kicks his way to the surface, immersing us in the simultaneous camaraderie and conflict at the heart of young male friendships as they tease each other in the locker room.

At this age, cruelty and violence is the price of conformity, with an endless game of chicken as the boys test the limits of their friendship through light bullying and picking on whoever seems like the weakest link. While this isn’t a threat for some, with popular boys like Jake being treated as nothing short of a god by the rest of his possy, it is a constant source of anxiety for someone like Ben, who doesn’t possess the same confidence and masks his discomfort by trying to join in on the fun and feign indifference to their teasing.

However, Ben is not like the others, with a clear sensitivity and emotional intelligence that exceeds the popular kids, feeling guilty for their mocking of Eli and not quite fitting into their group for this very reason. They taunt and ostracise Eli for supposedly having ‘the plague’, a made-up disease that is a manifestation of their fears around authenticity, with Eli clearly being neuro-diverse in some way and living in his own world, seemingly unbothered by their remarks and the pressure to fit in. Unlike the other kids, he has also started going through puberty, with acne and a deeper voice than the other kids.

But Ben’s empathy is eventually what threatens his precarious social standing within the group. While the other kids mercilessly tease Eli for his appearance, with the teachers clearly being unequipped to deal with his learning needs and brushing off the bullying as ‘boys being boys, Ben cannot let go of his guilt over how he is treated by his ‘friends’ because deep down, he relates to Eli – the only difference between is his insecurity over not fitting in, while Eli seemingly doesn’t care (or has figured out a way to mask this). And so, when Eli is in a moment of need and struggling to apply cream to his back rash, Ben offers to help, with another boy witnessing this moment and spreading the rumour that he has caught ‘the plague’.

The film descends into a fever pitch of violence, paranoia and crippling anxiety, with Ben being shunned from the group and desperately trying to regain their friendship, suddenly becoming the target of their cruel hazing rituals as they dart around him in the showers and unleash cockroaches in his sleeping bag, trapping him under the blankets while his harrowing screams fill the dorm as the bugs attack his skin.

Each act of violence becomes an attack on the senses, with the suffocating sound design and cinematography trapping you in Ben’s fears and the societal pressures that tell us that this behaviour is okay, with violence being not only tolerated, but encouraged from boys as they progress to adulthood. Each one is forced into the traditional mould of manhood, despite being as unnatural and dangerous as the plague that looms over them. 

However, after reaching breaking point and being offered some well-intentioned, if hollow, advice from his coach, he is faced with a dilemma – either sacrifice himself for the sake of fitting in, or let go of trying to blend in. The final sequence is exhilarating, gory and completely chaotic, with Ben releasing his frustrations on the person who deserves it least, with the violence expected of him leading to disastrous consequences that shine a light on how the true cost of his conformity is empathy, leading to an explosive catharsis as he finally lets go and embraces the freedom of being himself.  

The Plague is equally terrifying, disgusting and devastating, highlighting how we normalise the dehumanisation of young boys by encouraging them to fit into masculine molds that strip them of their best qualities, leading to a generation of young boys that lose sight of their humanity at such a young age and are told that this is what makes them men. But Ben is an example of what it looks like to stray from the crowd and the complete liberation of abandoning these pressures; to shake free of these expectations, take off the mask, and dance like no one is watching.

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