Cries of body-shaming erupted after an ad for the movie appeared at the Cannes Film Festival, featuring a thin Snow White next to a heavier version of herself. What if Snow White was no longer beautiful and the 7 Dwarfs not so short? the tagline read.
Moretz, who voices the fairy tale princess, apologized in a series of tweets Wednesday, saying she did not approve the ad and was fuming over it.
The South Korean producers of the movie, animation studio Locus, scrapped the campaign.
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, producer Sujin Hwang said in a statement to Entertainment Weekly. 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.
The studio described the plot of Red Shoes and the Seven Dwarfs thusly: After seven handsome princes are magically transformed into seven ugly dwarfs, they set out on a quest to break the curse by getting a kiss from the most beautiful princess in all the land.
No release date has been set.