Netflix has released a quick mea culpa today following a strong backlog today over the marketing of its upcoming release Cuties.
The largely well-received French-language film won the World Cinema Dramatic Directing Award at Sundance this year. It follows Amy, an 11-year-old girl who joins a group of dancers named ‘the cuties’ at school, and quickly becomes aware of her growing femininity – and her mother and her upright values. The film is 82% fresh on Rotten Tomatoes and critics generally praise it for its handling of sensitive subjects.
Netflix recently began promoting the film prior to its release on the platform on September 9th. The accompanying artwork, however, has provoked a storm of online criticism, with many saying the poster sexualizes children. One Twitter user called it “disgusting”, while another said “Netflix really messaged here”. Here is the poster that caused the backlog:
Netflix
The online release follows its theatrical role in its native France via Bac Films, which began yesterday (August 19). The Netflix poster contrasts sharply with the French theater poster, which strikes a slightly different tone, as shown below:
Bac Films
Netflix has moved quickly to take down the offensive artwork and has already replaced it; it would not confirm if the poster was made in-house or by an agency. The streamer also apologized, giving the following statement to Deadline:
‘We are deeply sorry for the inescapable artwork we used to Cuties. It was not OK, nor was it representative of this French film that premiered in Sundance. We have now updated the images and description. ”
