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Date:
November 27, 2020

Disney: A Journey of Inclusion

When people think of Disney, they reminisce about movies that defined their childhood, flying like Peter Pan, swimming through coral reefs like Ariel, or even grabbing a feather and “flying” like Dumbo. Disney brings magic to life on and off screen, and parents are more than happy to buy a costume or toy, so their children further enjoy a favorite Disney story.


But even fiction contains some fact, and several earlier Disney films have not aged well. These movies recently sparked public ridicule and scrutiny, and Disney is taking steps to change handling representation in its franchise. Some of Disney’s older films, such as “Peter Pan” (1953) and “Dumbo” (1941), now include a 12-second disclaimer at the beginning before users can stream the films on Disney+. Viewers cannot skip this disclaimer.


“This program includes negative deceptions and/or mistreatment of people or cultures. These stereotypes were wrong then and are wrong now. Rather than remove this content, we want to acknowledge its harmful impact, learn from it and spark conversation to create a more inclusive future together. Disney is committed to creating stories with inspirational and aspirational themes that reflect the rich diversity of the human experience around the globe.”
Users are also invited to log on to Disney’s “Stories Matter” website, where they are greeted by pictures and videos of different people—all of whom deserve a happily ever after!


“Because happily ever after doesn’t just happen. It takes effort. Effort we are making.” The site claims.


The site provides examples of controversy in its films, paired with screenshots from the respective movies. Disney asserts it wants to “embrace each other’s stories…embrace possibility. And that’s why [the company is] committed to doing the best [it] can do to represent communities authentically.”
While some are pleased Disney has taken this step, others remain skeptical, citing the Warner Bros’ disclaimer it has been using for years.


Dumbo (1941)
Everyone loves the story of the small elephant who uses his large ears to fly around the circus tent, with the help of his mouse friend and a magic feather. But during the song “When I See an Elephant Fly,” Dumbo meets a group of black crows, led by Jim Crow—an obvious link to the United States’ Jim Crow laws of the 19 th and 20 th century. In another song, “The Song of the Roustabouts,” Black circus laborers sing, “when we get our pay, we throw our money away.” The song lyrics are unsettling because of their spotlight on issue of wage theft, and the Black workers are also portrayed without faces.


According to The Fresno Bee, Disney+’s warning for films like “Dumbo” is overdue, if awkward. The film was the shortest made Disney film of its time, and was primarily made to recoup the financial losses of its near predecessors “Fantasia” and “Pinnochio.” The National Film Registry chose to preserve the film in 2017, claiming it is “culturally, historically, and aesthetically significant.” Even so, the more controversial animal characters, such as Jim Crow and Timothy Q. Mouse, were not included in the 2019 remake.


Peter Pan (1953)
We all remember dreaming of Neverland, the place where children never have to grow up. But just because the film’s protagonist has a permanent childlike innocence does not mean moviemakers and viewers must adopt one. In the film, Native people are painted in a very negative and stereotyped way. Peter and the Lost Boys bring the Darling children to visit the Neverland tribe “that reflects neither the diversity of Native peoples nor their authentic cultural traditions.” They don headdresses, dance around a fire, and make noises with their mouths and hands that do nothing to endear their characters to the audience.


According to the Evening Standard, Shannon O’Loughlin, the executive director of the Association on American Indian Affairs, asserted Disney’s portrayal of Native Americans “is indicative of how invisible Native Americans are and how no one really understands who Native Americans are, except for caricatures of them. … It is hard for many Americans, let alone people around the world, to understand there are 574 federally [recognized] tribes in the United States. … Those histories are not well understood and are not well portrayed.”


Movies like “Peter Pan,” “Dumbo,” and “Pocahontas” have been held under the collective microscope for a long time, but recent political upheaval has renewed critics analyses. Representatives such as O’Loughlin are even calling for Disney “to hand over some of the profits” from its films that portray Native Americans.
By calling out Disney’s late films’ negative portrayals of Native and Black people, users have taken up the critic’s cap and have been met with success. Disney has finally put a disclaimer on its earlier films and works to make its current films more inclusive.


Moana (2016)
A shining example of Disney’s “new and more progressive golden age,” “Moana” embraces feminism and multiculturalism. The titular character is playfully called a princess by the demigod Maui, but she is quick to correct him that she is the daughter of the chief—a different title.


While there are some points of contention in the film (lumping all of the Polynesian Islands together, the inclusion of Hawaiian hula dancing) it has been widely embraced for its realistic portrayal of the human body, casting nearly an entire Polynesian voice cast, and how there was no question if Moana would inherit her father’s role as chief, but when.


As for the demigod Maui, he went through many incarnations before he sprang to life on the big screen. His final persona is thanks to the Oceanic Story Trust, a group of Pacific Islanders who specialize in history, linguistics, and culture. According to Vanity Fair, John Lasseter told his team “the project would not go any further until [they] actually went to Polynesia” and did their due diligence to make “Moana” culturally accurate.


Frozen 2 (2019)
One of the more recent steps Disney has taken toward inclusion and feminism is its “Frozen” franchise. The second installment, “Frozen 2,” thrilled fans all over the globe, but most notably the Sami people in northern Europe. The Northuldra people, who live in the forest near Arendelle, are based off the Sami people, and Disney wanted to make sure the clothes and songs they loved so much were represented accurately. The movie’s team “made an effort to sign a contract with Sámi leaders in order to affirm their culture. The   Frozen 2  team — including Jennifer Lee, Chris Buck, and Peter Del Vecho — sought expert advice in order to portray Indigenous culture in the most respectful way possible.”


Credit: International Sami Film Institute
“We felt they really listened and that it was very important to them to do this right,” Anne Lajla Utsi, managing director of the International Sámi Film Institute, told Reuters. Disney is making a concerted effort to better its brand and overall viewer experience through inclusion and expert research.

Related Insights

Experience SpherexAI at NAB 2025

Spherex is headed to Las Vegas for NAB 2025, and we’re bringing a bold new expansion of our flagship product, SpherexAI. Join us at Booth W1456 in the West Hall of the Las Vegas Convention Center from April 6-9 to see how we’re transforming contextual advertising with cultural and emotional intelligence.

As the media and advertising industries look to AI for smarter targeting and better brand alignment, SpherexAI offers a groundbreaking solution. By analyzing the cultural and emotional context of streaming video at the scene level, SpherexAI helps advertisers engage audiences more meaningfully while reducing the risk of misaligned or unsafe ad placements.

The Power of Scene-Level Intelligence

At the heart of our advertising innovation is SpherexAI’s multimodal platform, which processes thousands of signals from every frame—visuals, audio, dialogue, and on-screen text—to create rich metadata that understands the tone, mood, and narrative context of video content.

This deep, scene-level intelligence powers a range of capabilities that can dramatically improve campaign effectiveness:

  • Smarter Ad Targeting – Ads are delivered when viewers are most emotionally receptive, based on the precise tone and content of each scene.
  • Seamless Integration – Ads align with the story arc instead of disrupting it, increasing both engagement and recall.
  • Cultural Sensitivity at Scale – Our patented Cultural Knowledge Graph ensures ad messaging aligns with local customs, values, and regulations in over 200 countries and territories.
  • Enhanced Brand Safety – SpherexAI actively prevents ad placements in scenes that could be offensive, inappropriate, or reputationally risky.

Whether you're building a global campaign or fine-tuning messaging for a specific region, SpherexAI ensures your ads resonate with cultural nuance and emotional precision. Best of all, this isn’t vaporware; SpherexAI can be added to your workflows today!

See It In Action

At NAB 2025, we’ll be demoing how SpherexAI empowers advertisers to connect with audiences in powerful new ways—by aligning their campaigns with the content people are already emotionally invested in.

Book a Demo

Ready to experience the future of contextual advertising? Book a meeting with the Spherex team or drop by Booth W1456 during NAB 2025. We’re excited to show you how scene-level cultural intelligence can elevate your strategy and unlock deeper audience engagement.

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Teresa Phillips Joins OTT.X Buzz Panel to Celebrate Women’s History Month

On March 19, 2025, Spherex CEO Teresa Phillips joined a distinguished panel of female executives for the OTT.X BUZZ session—Women’s History Month Edition. This engaging discussion covered the latest trends in OTT and digital video while shedding light on women's unique experiences navigating the media and technology industries.

Moderated by Charlene Polite Corley, VP of Diverse Insights & Partnerships at Nielsen, the panel featured:

  • Teresa Phillips, Chief Executive Officer, Spherex
  • Jenn Chen, Chief Revenue Officer, JWP Connatix
  • Maria Hellström, Chief Executive Officer, Codemill
  • Laura Martin, Managing Director, Senior Internet & Media Analyst, Needham & Company
  • Paige Sherman, Director, Digital Video Programming, Shout! Studios

Teresa shared valuable insights on leadership, career development, and the evolving role of women in media. Reflecting on her journey in a male-dominated industry and the U.S. Army, she emphasized the impact of mentorship and sponsorship in shaping successful careers. Offering practical advice for early and mid-career professionals, Phillips highlighted the importance of adaptability, recognizing career pivot points, and leading through times of transition.

Key Takeaways from the Discussion Throughout the session, the panelists tackled some of the most pertinent topics facing women and the industry today, including:

  • Work-Life Balance and Corporate Support: The panel explored how companies can better support caregivers, highlighting policies that enable a more inclusive and sustainable work environment.
  • The Rapid Evolution of AI in Media: With AI and automation playing an increasingly central role in content distribution, Phillips emphasized Spherex’s role in leveraging AI-powered tools to help studios navigate cultural and regulatory landscapes worldwide.
  • Leadership in a Shifting Industry: The panelists reflected on how they’ve adapted to significant industry changes, from the rise of FAST channels to the increasing role of data-driven decision-making in content strategy.
  • Challenges and Opportunities for Women in Media: The discussion tackled informal workplace dynamics that impact women’s success, from navigating corporate culture to advocating for fair representation at leadership levels.
  • Balancing Authenticity and Career Growth: Panelists shared insights on maintaining personal authenticity while adapting to workplace expectations in male-dominated spaces.

Looking Ahead: Women Driving Industry Innovation -The panelists reinforced that women’s leadership in M&E is not just necessary—it’s a competitive advantage. As AI, automation, and viewer behaviors evolve, diverse leadership will play a pivotal role in shaping the future of streaming.

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Contextual Advertising in Media and Entertainment

As media consumption increasingly shifts toward digital platforms, advertisers are rethinking their strategies to capture audience attention effectively.Traditional targeting methods that rely on demographics, user data, and third-party cookies are becoming less viable due to evolving privacy regulations and changing viewer behaviors. In this landscape, contextual advertising has emerged as a powerful approach for media and entertainment companies looking to align advertising with content in a meaningful way. This shift has created both challenges and opportunities for advertisers.

What is Contextual Advertising?

Contextual advertising is the practice of placing ads that are directly relevant to the content a viewer is watching, rather than being based on their personal data or browsing history. This strategy leverages the tone, theme, and emotional context of content to determine the most suitable ad placements.

For example, an ad for a travel experience appearing during a heartwarming reunion scene in a film about family bonds is far more impactful than a generic placement. The key advantage is that contextual ads feel natural, non-intrusive, and more relevant, leading to increased engagement and improved ad recall.

A recent AVCA study found that 42% of viewers were more interested in brands and products when ads were placed next to relevant content, and 38% learned more about products shown in AI-enabled contextually targeted ads.

WhyContextual Advertising Matters to Media & Entertainment Companies

1. Ensuring Brand Safety in a Complex Media Landscape: With a vast and diverse content ecosystem, brand safety is a growing concern for advertisers. Ads appearing in inappropriate or controversial content can damage a brand’s reputation.

Unlike traditional keyword-based targeting, which may misinterpret context, AI-driven contextual advertising ensures that ads appear in culturally appropriate and brand-safe environments.

Brand safety varies from country to country. Content considered neutral in one region may be perceived as controversial in another. Effective contextual advertising solutions must account for:

  • Local sensitivities
  • Regulatory restrictions
  • Cultural norms

This adaptability protects advertisers from unintended associations while preserving viewer trust across global markets.

2. Achieving Cultural Relevance for Global Audiences: With media distribution now spanning international markets, a one-size-fits-all approach to advertising no longer works. Different cultures interpret content in unique ways, and an ad that resonates in one region may be ineffective—or even offensive—in another. Contextual advertising powered by scene-level intelligence allows advertisers to tailor messages that align with regional values, traditions, and cultural expectations, increasing engagement and brand affinity across markets.

3. Scene-Level Intelligence: Placing Ads at the Right Moment: Beyond broad thematic targeting, scene-level intelligence enables advertisers to place ads at moments of peak emotional engagement. AI-powered analysis can detect pivotal narrative shifts, humor, suspense, or joy, allowing brands to insert ads at moments where viewers are most receptive. This enhances ad recall and emotional association with the brand, making advertising more effective and less intrusive.

4. A Privacy-First Alternative to Audience Targeting: With increasing data privacy regulations, brands must seek alternatives to traditional audience-based targeting. Contextual advertising provides a privacy-compliant solution by relying on content analysis rather than user tracking. This ensures brands can still deliver highly relevant messaging without relying on third-party cookies or invasive data collection.

A Smarter Approach with Advanced AI Technology

One advanced solution driving innovation in contextual advertising is SpherexAI. This technology analyzes content at a granular level, identifying specific scenes and moments where viewer engagement peaks. By processing visual, audio, and narrative elements, it can determine optimal ad placement opportunities that complement rather than interrupt the viewing experience.

SpherexAI provides scene-level intelligence that helps advertisers navigate the complexities of global content distribution, ensuring that ads align seamlessly with viewer expectations. This approach allows brands to:

  • Maximize engagement
  • Maintain brand integrity
  • Unlock new revenue opportunities
  • Deliver a more natural and immersive ad experience

NextSteps

For more information on maximizing your ad impact, visit Spherex or stop by booth W1456 during the upcoming NAB Show in Las Vegas. Use code NS7763 for a complimentary exhibitpass.

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