AI solutions for identifying and promoting norm-critique in Swedish and international movies
| Reference number | |
| Coordinator | Ceretai AB |
| Funding from Vinnova | SEK 1 999 000 |
| Project duration | April 2020 - December 2021 |
| Status | Completed |
| Venture | 2014-06304-en |
Purpose and goal
The overall aim of this project has been to contribute to a trend where a larger number of films question norms and stereotypes. The goals have been to create new measures and criteria for norm-breaking films; to build an AI tool based on these measures, to use the AI tool to analyze a large number of films and to make the results available to actors in the film industry and to the audience. Ceretai´s software Diversity Dashboard has been successfully developed to analyze representational factors such as gender, age and ethnicity in films, and the results have been published on valuecine.com.
Expected results and effects
The physical results of the project are the two products built for filmmakers and audiences, respectively; the AI tool Diversity Dashboard and the ValueCine.com platform. At the end of this project, ValueCine.com has about 2,000 monthly visitors and the AI tool has been tested on 1,500 movies and TV series together with two streaming services in Sweden and USA. In addition, knowledge has been spread globally through the partner organization Women in Film and Television International, and hundreds of female filmmakers have expressed interest in analyzing their films.
Planned approach and implementation
The project has been carried out in collaboration between AI company Ceretai, film company SF Studios, streaming service Herflix and interest organization Women in Film and Television International. Ceretai has been responsible for all technology development and analysis, while the partners have contributed with everything from film industry knowledge to material for analysis to marketing of the results. Due to the Corona pandemic great flexibility has been required and the structure has changed several times. Despite this, the project has been completed and the goals achieved.