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Date:
September 25, 2020

Exploring The Mulan Controversy

Disney’s new film “Mulan” has become a worldwide sensation, but not for the reasons one might think. The live-action film has generated an unusual amount of political debate. “Mulan,” directed by  Niki Caro,  is Disney’s remake of its 1998 animated film, based on the classic Chinese ballad. Due to the pandemic, the studio released the film on its streaming service Disney+, with plans to screen the film theatrically in countries where cinemas are open.

After keeping quiet calls to boycott the film dominated social media, top Disney brass admitted that a string of controversies created issues for the studio. During a virtual conference , chief financial officer Christine McCarthy discussed the challenges faced by Disney before and after the release of the film.

How does an innocent remake of an animated classic explode into a social media nightmare for a studio specializing in family fare? In this case, several things went wrong for Disney.

The Hong Kong Protests Controversy

In February 2019, China introduced a contentious extradition bill which allowed criminals to be transferred freely between Hong Kong, Taiwan, Macau and mainland China. Critics feared that the bill would be exploited to allow Hong Kong to send criminal suspects to mainland China. The people of Hong Kong saw it as one more attempt by the Chinese Communist Party to encroach on its freedom. Citizens protested strongly and the anti-extradition bill movement evolved into a pro-democracy movement . In retaliation, the Hong Kong Police used aggressive force to discourage protesters which increased the divide between the Hong Kong police and citizens.

Amid the protests, notable Chinese figures such as Jackie Chan and Liu Yifei , among others, voiced their support for both the Chinese government and the Hong Kong police. Liu, a naturalized American citizen, is the lead character who plays Mulan. She shared a meme which was construed as support for the Hong Kong police. It did not take long for the post to circulate and spark backlash from pro-democracy supporters. With that, the call began for a boycott of “Mulan” and #BoycottMulan started to trend in several countries. The second problem for “Mulan” is its filming location.

The Uighur Dispute

It appears parts of “Mulan” were filmed in Xinjiang , China, two years ago. Viewers noticed this in the credits when Disney thanked eight government bodies in Xinjiang, a western province in China where around  2 million Uighur Muslims  have been allegedly forced into concentration camps by the Chinese government. The film credits specifically praise the police security bureau in  Turpan , a city in eastern Xinjiang with a large Uighur population. Experts say that bureau is  tasked with running some of the internment camps and was  blacklisted  last year by the U.S. Commerce Department.

The outcry over the filming location now includes U.S. lawmakers . Politicians from both parties have already  criticized China  over a range of issues in the run-up to the November 2020 elections. American politicians fired off vehement missives against Disney. Representative Mike Gallagher, Republican of Wisconsin,  tweeted  that “while the CCP is committing crimes against humanity in Xinjiang,  @Disney  thanked four of the propaganda departments that are lying to the world about these crimes. It also thanked the Turpan Public Security Bureau, which is on the entity list for its role in these atrocities.”

Reactions Against Direct to Streaming Release

Even in Europe, the strife doggedly follows “Mulan.” The news that Disney  would bypass cinemas by premiering “ Mulan ”  directly onto Disney+  provoked a furious backlash from international exhibitors who felt the studio was declining support in times of need. In France, Gerard Lemoine, a frustrated theater owner, displayed his anger with Disney’s decision in an extreme fashion. Lemoine, who owns the French indie venue Cinepal in Palaiseau, posted a video of him destroying “Mulan” pop-up art via Twitter. Lemoine’s video has over 328K views and the post received a substantial amount of replies.

Cultural Dissonance

Though Disney did its best to create a film that that would appeal to China, many Chinese viewers rejected the film as offensively inauthentic. “The Americans invited all the famous Chinese actors they could think of and piled together all the Chinese elements that they could find to create this car crash,” reads one of the most popular reviews . “It’s full of Western stereotypes and conjectures about China, and particularly ancient China.”

Many viewers in China felt that Disney’s new heroine starts out from childhood already equipped with superhero-like abilities, thanks to her extraordinary reserves of “qi.” While Chinese viewers are familiar with the concept of “qi,” they are puzzled by Disney’s take on the vital energy traditionally considered to underlie the practice of Chinese medicine and martial arts, asking: “What exactly is ‘qi’ here?”- hinting that concepts were applied without any real understanding of the cultural roots.

“Mulan,” much like “ Crazy Rich Asians ” was initially celebrated in the West for being a landmark for Asian American representation, due to its all-Asian cast . Yet many of the elements included to boost its cultural resonance have not succeeded in appealing to its target mainland audience.

One viewer wrote that the script’s constant repetition of the terms “loyal, brave and true” felt like “ a Google Translate take on Chinese .” In one scene, Mulan throws away all her protective armor in the middle of a battle. To the ethnic audience, the choice is obviously nonsensical, but it is also highly unfilial, since the garb is a treasured heirloom from her father.

Chinese audience members are familiar with the original ballad in its classical Chinese. They intimately know final lines — an allegory for gender equality that male and female rabbits look identical when running side by side. Numerous respondents laughed at how the film presents this by having the young heroine spot two rabbits in a field and commenting on how she could not determine their gender, calling the moment one of “forced East-West fusion.”

Once again, “Mulan” clearly demonstrates Hollywood’s lack of detail and accuracy in its attempt to bridge the cultural gap between the East and the West.

Disney’s chief financial officer Christine McCarthy said, in her statement addressing the criticism, “Let me just put something into context. The real facts are that “Mulan” was primarily shot — almost entirely — in New Zealand.” She continued, “In an effort to accurately depict some of the unique landscape and geography of the country of China for this period drama, we filmed scenery in 20 different locations in China.” McCarthy then explained, “It’s common knowledge that to film in China, you have to be granted permission. That permission comes from the central government. So, in our credits, it recognized both China and locations in New Zealand. I would just leave it at that, but it has generated a lot of issues for us.”

Authorities in China recently ordered media outlets not to cover “Mulan’s” release in China. While no official reason is given, reports conclude the international backlash relating to Xinjiang is likely the major cause.

Related Insights

The Global Rules of Content Are Changing

Across the past eight issues of Spherex’s weekly World M&E News newsletter, one theme has become undeniable: regulation, censorship, and compliance are rewriting the rules of global media. From AI policy to platform accountability, from creative freedom to cultural oversight, content creation is now inseparable from compliance.

1. Platforms Tighten Control Through Age and Safety Laws

U.S. states such as Wyoming and South Dakota have enacted age-verification laws that mirror strict internet safety rules already seen in the U.K., signaling a broader legislative trend toward restricting access to mature material.

At the same time, Saudi Arabia’s audiovisual regulator ordered Roblox to suspend chat functions and hire Arabic moderators to protect minors—an example of government-imposed moderation replacing voluntary compliance.

Elsewhere, Instagram’s PG-13 policy update illustrates how platforms are preemptively adapting before new government rules arrive.

2. Censorship Expands — Even as Its Methods Evolve

Censorship remains pervasive but increasingly localized. India’s Central Board of Film Certification demanded one minute, 55 seconds of cuts from They Call Him OG, removing what they considered violent imagery and nudity.

In China, the horror film Together was digitally altered so that a gay couple became straight using AI. Responding to Malaysia’s stricter limits on sexual or suggestive content, censors excised a “swimming pool” scene from Chainsaw Man – The Movie.

Israel’s culture minister threatened to pull funding from the Ophir national film awards after a Palestinian-themed film about a 12-year-old boy won best picture.

3. AI and Content Creation: Between Innovation and Oversight

AI remains both catalyst and controversy. Netflix announced new internal policies limiting how AI can be used in production to protect creative rights and data ownership.

OpenAI’s decision to allow adult content on ChatGPT under “freedom of expression” principles sparked industry debate about whether platforms or creators set the moral boundaries of AI. OpenAI’s CEO Sam Altman emphasized in a statement, the company is “not the moral police.”

Meanwhile, California passed the Digital Likeness Protection Act to combat unauthorized use of celebrity images in AI-generated ads.

4. Governments Target Global Platforms

The Indonesian government is advancing a sweeping plan to filter content on Netflix, YouTube, Disney+ Hotstar, and others using audience-specific content suitability metrics.

At the same time, the U.K. and EU are reexamining long-standing broadcast rules, with Sweden’s telecom authority proposing the deregulation of domestic broadcasting to encourage competition.

These diverging approaches—tightening in one market, loosening in another—underscore the growing fragmentation of global compliance standards.

5. Compliance as Competitive Advantage

The real shift is strategic: companies now see compliance as value creation, not red tape. As Spherex has argued in recent Substack articles, The Hidden Costs of Non-Compliance in Video Content Production and Why Content Differentiation Matters More Than Ever, studios and creators who anticipate regulatory complexity and make necessary edits on their terms while remaining true to their stories can reach more markets and larger audiences with fewer risks.

In other words, understanding compliance early has become the difference between limited release and global scale.

Conclusion

From new age-verification laws to AI disclosure acts and streaming filters, regulation now defines the boundaries of creativity. The next evolution of media will belong to those who can move fastest within those boundaries—leveraging compliance not as constraint but as clarity.

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Spherex Wins MarTech Breakthrough Award for Best AI-Powered Ad Targeting Solution

The annual MarTech Breakthrough Awards are conducted by MarTech Breakthrough, a leading market intelligence organization that recognizes the world’s most innovative marketing, sales, and advertising technology companies. 

This year’s program attracted over 4,000 nominations from across the globe, with winners representing the most innovative solutions in the industry. This year’s roster includes Adobe, HubSpot, Sprout Social, Cision, ZoomInfo, Optimizely, Sitecore, and other top technology leaders, alongside in-house martech innovations from companies such as Verizon and Capital One.

At the heart of this win is SpherexAI, our multimodal platform that powers contextual ad targeting at the scene level. By analyzing video content across visual, audio, dialogue, and emotional signals, SpherexAI enables advertisers to deliver messages at the most impactful moments. Combined with our Cultural Knowledge Graph, the platform ensures campaigns resonate authentically across more than 200 countries and territories while maintaining cultural sensitivity and brand safety.

“Spherex is leveraging its expertise in video compliance to help advertisers navigate the complexities of brand safety and monetization,” Teresa Phillips, CEO of Spherex, said in a statement. “SpherexAI is the only solution that blends scene-level intelligence with deep cultural and emotional insights, giving advertisers a powerful tool to ensure strategic ad placement and engagement.”

This recognition underscores Spherex’s commitment to building the next generation of AI solutions where cultural intelligence, relevance, and brand safety define success. The award also highlights the growing importance of cultural intelligence in global advertising. As audiences consume more content across borders and devices, brands need solutions that go beyond surface-level targeting to connect meaningfully with viewers. SpherexAI provides that bridge, empowering advertisers to scale campaigns that are not only effective but also contextually relevant and culturally respectful.

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YouTube Thumbnails Can Get You in Trouble

Here’s Why Creators Should Pay Attention

When we talk about content compliance on YouTube, most people think of the video content itself — what’s said, what’s shown, and how it’s edited. But there’s another part of the video that carries serious consequences if it violates YouTube policy: the thumbnail.

Thumbnails aren’t just visual hooks — they’re promos and they’re subject to the same content policies as videos. According to YouTube’s official guidelines, thumbnails that contain nudity, sexual content, violent imagery, misleading visuals, or vulgar language can be removed, age-restricted, or lead to a strike on your channel. Repeat offenses can even result in demonetization or channel termination. That’s a steep price to pay for what some may think of as a simple promotional image.

The Hidden Risk in a Single Frame

The challenge? The thumbnail is often selected from the video itself — either manually or auto-generated from a frame. Creators under tight deadlines or managing high-volume channels may not take the time to double-check every frame. They may let the platform choose it automatically. This is where things get risky.

A few seconds of unblurred nudity, a fleeting violent scene, or a misleading expression of shock might seem harmless in motion. But when captured as a still image, those same moments can trigger YouTube’s moderation systems — or worse, violate the platform’s Community Guidelines.

Let’s say your video includes a horror scene with simulated gore. It might pass YouTube’s rules with an age restriction. But if the thumbnail zooms in on a blood-splattered face, that thumbnail could be removed, and your channel could be penalized. Even thumbnails that are simply “too suggestive” or “misleading” can get flagged.

Misleading Thumbnails: Not Just Clickbait — a Violation

Another common mistake is using a thumbnail that implies something the video doesn’t deliver — for example, suggesting nudity, shocking violence, or sexually explicit content that never appears in the video. These aren’t just bad for audience trust; they’re a clear violation of YouTube’s thumbnail policy.

Even if your content is compliant, the wrong thumbnail can cause very real problems.

The Reality for Content Creators

It’s essential to recognize that YouTube’s thumbnail policy doesn’t exist in isolation. It intersects with other rules around child safety, nudity, vulgar language, violence, and more. A thumbnail with vulgar text, even if the video is educational or satirical, may still result in age restrictions or removal. A still frame with a suggestive pose, even if brief and unintended in the video itself, can be enough to get flagged.

And for creators monetizing their work, especially across multiple markets, the risk goes beyond visibility. A flagged thumbnail can reduce ad eligibility, limit reach, or cut off monetization entirely. Worse, a pattern of violations can threaten a channel’s long-term viability.

What’s a Creator to Do?

First, you need to know how to spot the problem and then know what to do about it. Second, you need to know if the changes you make might affect its acceptance in other markets or countries. Only then can you manually scrub through your video looking for risky frames. You can review policies and try to stay up to date on the nuances of what YouTube considers “gratifying” versus “educational” or “documentary.” But doing this at scale — especially for a growing content library — is overwhelming.  

That’s where a tool like SpherexAI can help.

A Smarter Way to Stay Compliant

SpherexAI uses frame-level and scene-level analysis to flag potential compliance issues — not just in your video, but in any frame that could be selected as a thumbnail. Using its patented knowledge graph, which includes every published regulatory and platform rule, it will prepare detailed and accurate edit decision lists that tell you not only what the problem is, but also for each of your target audiences. Whether you're publishing to a single audience or distributing globally, SpherexAI checks your content against YouTube’s policies and localized cultural standards.

For creators trying to grow their brand, monetize their work, and stay in good standing with platforms, that kind of precision can mean the difference between success and a takedown notice.

Want to know if your content is at risk? Learn how SpherexAI can help you protect your channel and optimize every frame — including the thumbnail. Contact us to learn more.

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