In the summer of 2017, the soon-to-be founder of Ceretai had for a long time been carrying the feeling that the quality of all popular culture was decreasing by the hour. Every visit to the movies turned out to be more disappointing than the last. She pondered this for some time but couldn’t figure out why this troubling fact seemed to be true everywhere she turned.
Then, on a dark Swedish november night in 2017, a few weeks after the Me Too bomb detonated, two sudden insights hit our founder. The lack of good movies was not due to worse films being made. It was because she had become increasingly aware of the lack of diversity, and she felt excluded. And then the next light bulb lit up over her head: the reason that the injustices against women had remained hidden for so long before the Me Too wave wasn’t general anti-equality. It was general unawareness.
And so a mission started forming in our heroine’s head: what if we could find a way to raise awareness of unconscious biases in our popular culture, and automatically evaluate movies’ degree of inclusion and diversity?
The idea of Ceretai AB and Jämra™ had been formed.
(Although Ceretai AB didn’t yet have a name. That came later.)