IE 11 is not supported. For an optimal experience visit our site on another browser.

Why Chloë Grace Moretz is 'appalled' by the ad for her new Snow White movie

A number of people have shared their outrage over the marketing campaign, because of the message it appeared to send.
/ Source: TODAY

Chloë Grace Moretz says she’s “appalled and angry” by the marketing of her new film, an animated movie that puts a twist on the classic Snow White story line.

The movie isn't scheduled to be release until next year, but a billboard for “Red Shoes and the 7 Dwarfs” that appeared last week at the Cannes Film Festival launched a wave of criticism over the message the ad sends young women about beauty.

We apologize, this video has expired.

The ad shows a tall, thin woman in red heels next to a shorter, heavier version of herself, holding the shoes in her hands. It asks, “What if Snow White was no longer beautiful and the 7 Dwarfs not so short?"

Plus-sized model and body activist Tess Holliday slammed the ad for suggesting to kids that being heavy is unattractive.

“How did this get approved by an entire marketing team? Why is it okay to tell young kids being fat = ugly?” she wrote in a tweet.

The outrage prompted Moretz, the 20-year-old actress who voices Snow White in the movie, to apologize in a series of tweets that called out the movie's promotion.

"I have now fully reviewed the (marketing) for Red Shoes, I am just as appalled and angry as everyone else, this wasn't approved by me or my team," she said.

Moretz added that she reached out to movie producers to share her opinions.

“I lent my voice to a beautiful script that I hope you will all see in its entirety,” she said.

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

The marketing campaign for the South Korean film has since been pulled.

Sujin Hwang, one of the film's producers, apologized in a statement to CNN that said the ad "had the opposite effect from that which was intended."

"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," he said in his statement.

Outrage also erupted over the movie's trailer for sending the wrong message about body image. Locus Creative Studios pulled the ad but it still can be found online.


Chloë Grace Moretz on self-acceptance: I found 'power within my insecurities'