Model and body positivity advocate Tess Holliday put a spotlight on the film—in post-production at a South Korean studio—after tweeting out an image of an apparent promotional poster.
A trailer (removed today from YouTube) shows a decidedly sexier Snow White and a very awkward scene in which two horny dwarfs watch her undress. Then she reveals her real self. Promotional materials posit this film as a look at “true” beauty and body positivity, though the poster of course does not reflect that.
The movie stars Chloe Grace Moretz as the voice of Snow White. It screened and sought a distributor at Cannes—where depictions of women were a topic of discussion. Cannes is apparently where the poster appeared.
The film is set to be released in 2018.
Update 3:11pm CT: Producer Sujin Hwang has issued a statement to the Daily Dot on behalf of Locus Corporation apologizing for the marketing campaign.
“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.”