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Chloe Moretz ‘Appalled and Angry’ Over ‘Red Shoes & the 7 Dwarfs’ Marketing

Variety logo Variety 6/1/2017 Dave McNary

Chloe Grace Moretz has declared that she’s “appalled and angry” over a now-canceled marketing campaign for her upcoming animated comedy “Red Shoes & the 7 Dwarfs.”

Producers terminated the campaign Wednesday. The actress took exception to a billboard for the movie in Cannes, which showed two women — one tall and thin and the other shorter and heavier — with the words, “What if Snow White was no longer beautiful and the 7 dwarfs not so short?”

“I have now fully reviewed the marketing for ‘Red Shoes,'” Moretz said via Twitter on Wednesday. “I am just as appalled and angry as everyone else, this wasn’t approved by me or my team. Please 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.”

Moretz and Gina Gershon were announced on May 18 as the lead voices in the Korean animated film. The picture is being directed by Hung Sungho for Locus Corp. Produced on a budget of $20 million, the film is a twist on the traditional Snow White story and sees seven vain and arrogant princes trapped in the bodies of the ugly dwarves. Moretz voices Snow White and Gershon plays Regina, the Evil Queen.

 “The actual story is powerful for young women and resonated with me,” Moretz tweeted. “I am sorry for the offense that was beyond my creative control.”

“Red Shoes & the 7 Dwarfs” producer Sujin Hwang issued an apology through Salon.com:

“As the producer of the theatrical animated film ‘Red Shoes and the 7 Dwarfs,’ now in production, Locus Corporation wishes to apologize regarding the first elements of our marketing campaign (in the form of a Cannes billboard and a trailer) which we realize has had the opposite effect from that which was intended. That advertising campaign is being terminated.

“Our film, a family comedy, carries a message designed to challenge social prejudices related to standards of physical beauty in society by emphasizing the importance of inner beauty. We appreciate and are grateful for the constructive criticism of those who brought this to our attention. We sincerely regret any embarrassment or dissatisfaction this mistaken advertising has caused to any of the individual artists or companies involved with the production or future distribution of our film, none of whom had any involvement with creating or approving the now discontinued advertising campaign.”

Actress Tess Holliday criticized the campaign in a Tweet, writing, “why is it okay to tell young kids being fat = ugly?”

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