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Actress Chloe Grace Moretz. (Photo by Charley Gallay/Getty Images for The Trevor Project)

Bad ad

Chloë Grace Moretz ‘appalled and angry’ over body-shaming used on billboard to market her new film

June 1, 2017

Actress Chloë Grace Moretz slammed the billboard for Red Shoes & the 7 Dwarfs, an animated film featuring her voice-work, after the advertisement came under fire for using body-shaming to market a movie to children. The billboard, spotted in Cannes, shows drawings of two similarly dressed women — one a tall and slender version of Snow White; the other shorter and heavier version — and is accompanied by ad copy that reads, “What if Snow White was no longer beautiful and the 7 dwarfs not so short?”

The ad was widely condemned on social media for using body shaming to promote a film to kids. Perhaps one of the most influential voices that spoke out against it was model Tess Holliday. She blasted the billboard on Twitter saying, “How did this get approved by an entire marketing team? Why is it okay to tell young kids being fat = ugly? ????????” and directed her question directly at Moretz.

“You still shouldn’t be using marketing to show a fat woman as undesirable. Get new material — It’s lazy & not true/damaging to girls,” Holliday added in a subsequent tweet.

Moretz took to Twitter on Wednesday to respond and lash out at the material, which she said left her “appalled and angry.”

“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,” Moretz wrote in a tweet. “Please know I have let the producers of the film know. I lent my voice to a beautiful script that I hope you will all see in its entirety,” she continued.

Later on Wednesday, a producer for the film, in an email to Salon, apologized and said the marketing material would be discontinued.

We realize [the poster and trailer] has had the opposite effect from that which was intended. That advertising campaign is being terminated,” Sujin Hwang said in the statement. “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.”

The controversy erupted in the same week that Jessica Chastain, a jurist at the 70th annual Cannes Film Festival this year, spoke out at the event’s closing press conference and said that she found the way women were depicted on screen at the festival this year was “disturbing.” Chastain’s remarks were met with widespread praise.

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