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Los Angeles — Actress Chloë Grace Moretz and the creators of her upcoming animated film apologised on Wednesday after promotional materials were criticised of body shaming women.
Moretz, 20, wrote on Twitter that she had talked to producers for the film Red Shoes & the 7 Dwarfs about the marketing choices, including a billboard appearing at the Cannes Film Festival last week. (Read more here.)
The ad depicted a tall, thin woman in red heels next to a shorter, heavier version of herself holding her heels. The tagline promoted a Snow White who was no longer beautiful.
See the tweets here:
I have now fully reviewed the mkting for Red Shoes, I am just as appalled and angry as everyone else, this wasn't approved by me or my team
— Chloë Grace Moretz (@ChloeGMoretz) May 31, 2017
Pls know I have let the producers of the film know. I lent my voice to a beautiful script that I hope you will all see in its entirety https://t.co/IOIXYZTc3g
— Chloë Grace Moretz (@ChloeGMoretz) May 31, 2017
The actual story is powerful for young women and resonated with me. I am sorry for the offense that was beyond my creative control https://t.co/HZP2ydPCAX
— Chloë Grace Moretz (@ChloeGMoretz) May 31, 2017
A trailer posted by South Korea-based Locus Creative Studios showed two dwarfs hiding in Snow White's bedroom watching her undress after a night out. After kicking off her red heels, the Snow White character is shown as a heavier woman lounging in her underwear.
The company removed the trailer from its YouTube channel after social media users criticised the film's ads.
Locus apologised for the billboard and trailer in an email. The company will terminate the current promos, saying they had the opposite effect of what was intended.
"Our film, a family comedy, carries a message designed to challenge social prejudices related to standards of physical beauty in society by emphasising the importance of inner beauty," the studio said.
The film has no release date.
