Creators of Snow White movie forced to apologise for body-shaming billboard

Photo: Tess Holliday/Twitter
Photo: Tess Holliday/Twitter 

It's already hard enough to teach body positivity without companies directly marketing to children that thin (and tall) equals beautiful.

A billboard for the yet-to-be-released Snow White parody movie Red Shoes and the 7 Dwarfs has been crticised by model Tess Holliday for promoting damaging body ideals to young children.

The billboard was displayed at the Cannes Film Festival and shows a tall, slender Snow White next to a curvy version with the caption, "What if Snow White was no longer beautiful and the 7 Dwarfs not so short?"

Tess took to Twitter to voice her outrage, tagging Chloe Moretz who is the voice of Snow White in the movie, which is due to be released in 2018.

The 20-year-old actress, who has often spoken to the media about her views on feminism and politics, replied to the tweet soon after, voicing her anger.

The company behind the film, Locus Corporation, has apologised. In a statement to Page Six, a spokesperson for the company stated, "…Locus Corporation wishes to apologise regarding the first elements of our marketing campaign (in the form of a Cannes billboard and a trailer), which we realise 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 emphasising the importance of inner beauty," the spokesperson continued. "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."

Fans of Holliday and Moretz have applauded their actions.

The trailer for the movie was also slammed for showing two dwarfs hiding under a table in Snow White's room as she undresses sensually and then being horrified as she turns into a curvy woman after removing her clothes. Commenters call it 'creepy' and 'oversexualised.'