Chloë Grace Moretz Cries Foul Over Animated “Red Shoes and the 7 Dwarfs’ Marketing Campaign

Actress Chloë Grace Moretz (Kick-Ass, Carrie) has taken to Twitter to express her outrage over the marketing for the new South Korean animated production, Red Shoes & the 7 Dwarfs, which Moretz lends her voice to.

Moretz voices the main character, a princess who needs special pair of magical red shoes to give her the traditionally beautiful princess body that is slimmer than her natural figure in order to fit into the “celebrity world of princess”.

Publicity for the movie, which is currently seeking distribution for release, drew attention at the Cannes Film Festival last week for its blatantly apparent body-shaming message. The billboard that garnered most of the uproar features the two versions of the lead princess, one taller and slimmer than the other, shown side by side with a tagline that reads: “What if Snow White was no longer beautiful and the 7 Dwarfs not so short?”

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

Locus animation studio producer Sujin Hwang told CNN, “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, which we realize has 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. 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.