A New ‘Snow White’ Remake Is Getting the Offensive, Fat Shaming Ad Campaign Nobody Asked for

ByElizabeth Licata

Everyone who thinks that what the world really needs right now is a remake of Snow White that really hammers home the idea that beauty and thinness are the same thing, get ready for some good news: A new animated version of Snow White is coming, and the marketing department really wants everyone who sees the poster to know that fat is ugly.

“What if Snow White was no longer beautiful, and the 7 Dwarfs not so short?” the poster asks, alongside a photo of a tall, thin woman with dark hair next a “not beautiful” version of herself, which really just looks exactly the same but heavier. The poster debuted at Cannes, and people were pissed.

Model Tess Holiday posted a photo of the poster to her Twitter feed, seemingly aghast that a poster like this ever got made.

“How did this get approved by an entire marketing team? Why is it okay to tell young kids being fat = ugly?” Holliday asked.

Maybe the movie has some sort of feel-good core, but the posters are gross, and the posters are going to be what everyone sees in theaters before the movie comes out. The posters just say, “Snow White is no longer beautiful, because she’s fat.” That doesn’t make me want to see that movie. Those fat shaming posters make me not want to take a kid to see any movies, just to avoid running into one of those stupid posters.

According to SomeECards, Red Shoes and the 7 Dwarfs is a children’s movie that’s a parody version of Snow White wherein seven princes are cursed by being turned into dwarfs, which is another terrible lesson to show kids. To break the curse, they need a lady’s red shoes.

The trailer shows two frat boy dwarfs sneaking into Snow White’s house and watching her undress in a way that also seems pretty gross and inappropriate for children. (And the dwarf in that scene with the floppy hair sure acts like he’s the end-game romantic pairing for Snow White.) But then, just as she gets down to her underwear, she takes off her shoes and is suddenly a much larger woman. The dwarfs appear horrified by the new “ugly” version of Snow White.

https://www.youtube.com/watch?v=aUFNpUHu5dc

Even the movie’s star, Chloe Grace Moretz, says she was “just as appalled and angry as everyone else,” and that she liked the script, but had not approved the ad campaign.

”I have now fully reviewed the marketing for ”˜Red Shoes,’” Moretz said via Twitter. ”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.”

The production company has since canceled the ad campaign and apologized to the audience, and to all the actors, crew, and production staff for the tone-deaf marketing that damaged the reputation of the final product.

The movie is supposed to be a heartwarming and kid-friendly movie about learning to see inner beauty and not being brainwashed by society’s beauty standards. Maybe the marketing department should have paid a bit more attention to the moral of the story before they decided to start making posters.

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