SpherexAI Transforms Content Classification for Umbrella Entertainment

Umbrella's growth led to a surge in demand for its content, but its manual classification process became a bottleneck. It was slow, expensive, and lacked transparency, often delaying releases and straining budgets, especially for independent films. Hudson Sowada, National Sales Manager at Umbrella Entertainment, explained that it could take a month or longer to classify content, with no visibility into the rating until it appeared on the Australian Classification Board’s (ACB) website.

Umbrella Entertainment partnered with Spherex, whose advanced technology is approved by the Australian Government for producing official age ratings. Spherex’s AI-powered system analyzes film and television for objectionable content and generates age ratings and advisories that are consistent with local standards. Spherex offered a streamlined and efficient classification process that provided Umbrella the assurance that its ratings would be accepted by the local regulator.

The partnership with Spherex transformed Umbrella's content classification process. Classification time was cut in half, allowing for rapid turnarounds.

Cost efficiency improved dramatically, with classification expenses reduced by 50%. This made it more feasible to support independent filmmakers, allowing faster cost recovery and quicker royalty payments. The AI consistently provided reliable ratings across diverse content, even for complex genres like satire.

Sowada noted, "We've found the classification accurate and represented our view of where the film should be classified in the territory."

Importantly, the partnership enabled Umbrella to simultaneously classify content for both Australian and North American markets, significantly expanding its reach. The streamlined process made Umbrella more agile and responsive to market demands, allowing for nimbler release strategies.

Looking forward, Umbrella Entertainment is well-positioned for further expansion. "Spherex will allow us to easily scale if we decide to release titles in new markets soon," Sowada said. This partnership has solved Umbrella's immediate challenges and set the stage for continued growth and innovation in independent film distribution.