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so I’ve wondered this since the trailer came out years and years ago and Chloe defended the movie - was the red shoes teaser written by the same team that made the movie? were they forced to market it like that, was that based on an earlier draft, etc?? not sure if you know but you seem like the leading expert!

Sorry, this is gonna be an absolute novel because you know I’m an animation fan and the history and production of Red Shoes and the Seven Dwarfs is SO interesting and insane. Like, Tangled levels of insane. Thanks for calling me an expert, no one else was gonna do it so I just kind of took up the helm lol.

Here’s the low-down... The timeline of the movie’s production is an absolute mess and kind of an extremely wild ride. It was in production for ten years, went through a lot of different crew members, and went through at least two other major versions of the story before landing on the final version.

Since there’s not a ton of info on the movie’s production, a lot of this is pieced together from different interviews and context clues, and also a lot of what I’ve read and what I am quoting has been translated from Korean, sometimes pretty roughly. But yeah.

Here’s the story of why the Red Shoes and the Seven Dwarfs teasers and poster were so, so bad and fatshame-y and the actual movie was so, so good and body-positive. (With pictures and production artwork!)

(This is a beast of a post so I’m putting it under a cut.)

All right, so. After its conception originally as a short story by the South Korean studio Locus Creative in 2009-2010-ish, Red Shoes and the Seven Dwarfs was being worked on and was set to come out in Summer 2017, as evidenced by this poster at the 2015 Cannes Film Festival, featuring a different logo and very different character designs for most of the dwarfs.

In early-mid 2016, the first teaser (in which we see Snow White undress and then two dwarfs recoil in horror at her fatness when she takes her magic shoes off) was released, after the film had kind of been slowly chugging along for 6 or so years. (I am having such trouble pinpointing when the second teaser was released (in which one of the dwarfs basically attacks Snow while she is sleeping to steal her shoes), but I believe it was around the same time.) The teasers didn’t get that much traction because this was a small film from a small indie studio in South Korea.

None of the final actors had been cast yet. At this point in the production, the story was different, one of the many versions that the movie went through. As in the final movie, the dwarfs were actually cursed knights/princes and Snow White switched back and forth between two body types due to her magic shoes, but in this version, the dwarfs needed to steal the shoes from her in order to break their curse (rather than needing “a kiss from the most beautiful woman in the world” like in the final movie).

The weird thing is, I believe they had JUST changed the movie’s story when the teaser came out. I’m almost positive it was released more as a proof of concept than as an actual trailer for the movie. They had just recently combined two separate characters (seen above), a typical pretty, skinny princess character (Snow White) and a cute chubby girl character (’Bonnie’), into one single character that switches back and forth between the two appearances when she wears the magic shoes (also they had just dropped literally half of the movie taking place in the real world, with a magic mirror portal, it was a whole thing).

They didn’t have the details of this aspect of the new story hammered out yet, and the first pass at presenting Snow’s magically changing body type, was, yeah, not good and super offensive. This was a really inexperienced indie studio making their first film on a low budget, so even the animation and voice acting wasn’t great. I think they just wanted to get SOMETHING out there because it had been 6 years and they wanted to have something to show for it.

But here’s the thing. Despite how the teasers make it seem, this was always supposed to be a movie about body positivity, letting go of appearance-based prejudices, and loving yourself and others for who you are and for who they are, which we see in the final film.

I like to think of our film as a kindhearted one. Our intentions are nice.

- Director Sung-ho Hong

It’s important to keep in mind that this movie was made in South Korea by a 99% Korean crew, and, as I understand it anyway, in Korean culture, ‘fatshaming’ is not really a thing that is seen as overtly offensive. Also, children’s media there seems to have more adult things in it than in the US, which probably accounts for the more risque parts of the teasers. That said, I really believe that at this point in the timeline, the movie was on-track to be bad (or at least not very good) when it was released, and it would have ended up bad IF a few key players hadn’t signed on (which I’ll get to in a moment).

Interestingly, the movie’s producer, Sujin Hwang, said in a 2017 interview:

“[Both teasers] were solely produced to induce curiosity. They’re completely irrelevant to the actual story.”

- Producer Sujin Hwang

I think what she was trying to convey was that neither one is a scene in the actual movie, because while the teasers didn’t reflect the revamped story as it existed in summer 2017 (the time of the interview), they DID reflect the earlier version of the story where the dwarfs wanted her shoes, which is what the story was at the time they were made.

Now that we’re in post-teaser 2016, HERE’S where things start to turn around. After the teasers were released, my guy Disney veteran and native Korean Jin Kim joined the project. He and Red Shoes director Sung-ho Hong had been buddies for about eight years and Sung-ho had been trying to get Jin to come to Seoul and work with him at Locus for a long time, and he finally succeeded.

Jin and his twenty years of Disney experience as an animator and senior designer on films like Tangled, Frozen, Big Hero 6, Zootopia, and Moana, had a HUGE HUGE HUGE influence on the movie. He redesigned almost all the characters, oversaw all the visual development from the moment he signed on, and heavily (HEAVILY) supervised the animation, literally going frame-by-frame through preliminary animations and drawing over them, teaching the inexperienced animators at Locus everything he knew. (Literally almost everyone except him either only had TV experience or had no professional experience because they just gotten out of school.)

From an outsider’s perspective, it really seems as though Jin joining the project (and his gargantuan effort) made the quality SKYROCKET. Not just in character design and animation, but also in things like effects animation, story, etc. After he joined, Locus really started pushing HARD to make a good, high-quality movie, and his influence and experience from being a prominent figure at Disney was absolutely key. The studio also began to really study Disney films and other well-made animated films from other studios to really try and pinpoint what the DNA of a good animated movie really is.

I don’t have any solid evidence, but I’m pretty sure that Tony Bancroft (an animator and the co-director of Mulan) then joined the project because he’s good friends with Jin Kim. He is only credited as the voice director (the movie was recorded in English and the characters were animated to the English dialogue), but I am SURE that he probably also had a pretty big influence on the movie, because like... How could he not? I really really think there was more to his role than his title would have you believe, even though there’s almost no info out there about it.

So now the movie goes through a gigantic metamorphosis. Character designs, visual development, and animation quality are all rapidly improving, the story is tightening, and the themes of the movie (which, again, were always the same and intended to be positive) are being presented in a more sincere way. The movie is becoming the sweet, self-love-encouraging and body-positive movie that was eventually released.

I’m putting a gif from the credits of the final movie here. As we move into 2017, when the giant eruption of backlash occurred, please keep in mind that the story was finalized at this point and that THIS was the movie people were so mad about:

Chloe Grace Moretz accepted the role of Snow White immediately after she read the script and she recorded her lines (I think) in early-ish 2017. Her co-star Sam Claflin also immediately accepted the role of the romantic interest, Merlin, after reading the script and recorded his lines in (I believe) July 2017.

In the summer of 2017, the story and script were more or less the same as in the final movie. Promotional images from that time show that most of dwarfs had been completely redesigned by this point and didn’t have their teaser designs anymore.

They also released a few screenshots that look exactly like the final film. The movie was advertised as coming out in ‘2018′ at this point. Here’s a promo image from 2017 that is MUCH more tactfully worded than the infamous Cannes poster:

So now we’re in summer 2017. The Cannes Film Festival. The movie’s script and story have been basically nailed down, animation is underway, and the Korean film company Finecut is beginning to market and sell the movie to worldwide audiences. They are planning on showing some footage to potential buyers at the festival, and they make a poster to advertise the film there.

Unfortunately, it’s THIS POSTER:

Now here’s where there are some unknowns. By this point, the movie is basically in its final form, which is an adorable, body-positive story about loving people for who they are, loving yourself for who YOU are, and that provides commentary on society’s standards of beauty and how they affect how people are treated/viewed. So why this poster??? All I can really tell is that someone (I think Finecut) really, REALLY messed up and either horribly mistranslated the tagline, or didn’t do enough research to know that this kind of thing is REALLY NOT OKAY in western culture.

The above picture is shared and the internet backlash begins, fueled by tweets from prominent body-positivity activists like Tess Holliday. Even Chloe Grace Moretz speaks out against it, because she of all people KNOWS that that’s not what the movie is about. The internet then finds the old teasers from before the movie was revamped and it makes things worse. Producer Sujin Hwang profusely apologizes and says that that is NOT the message of the movie. Locus pulls the advertising campaign, and takes down the two old teasers.

“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

Voice director Tony Bancroft also tried to explain the situation:

“The truth is the film has a body-positive message as its core theme–it’s the opposite of what reports are saying. The problem is one poorly translated movie poster that has been taken dramatically out of context.”

- Voice Director Tony Bancroft

And then... There was nothing for a while. The movie didn’t come out in 2018 and was delayed. From what I can tell, I DON’T believe this delay was related to the Cannes backlash. I think it was mostly due to Locus’s limited budget and resources, because as we know, animation is difficult, time-consuming, expensive, and easy to do badly but hard to do well. Also, probably with Jin Kim and Tony Bancroft’s influence, they REALLY wanted to make sure to do a good job with the animation because they now had a great story and they really wanted the movie to be a quality, worldwide hit that would kind of put South Korean feature animation on the map. Just take a look at how nice the final animation was:

The movie was released in South Korea on July 25th, 2019. Unfortunately, the damage was done in the English-speaking markets and it was not released to an English-speaking audience until June 22, 2020, when it was released digitally in the UK. At the time of this post, there is no set US release date, but the distribution rights were recently bought by Lionsgate and the MPAA gave the film an official PG rating.

So who’s to blame? There’s no good answer. You could blame Locus for making those old teasers. You could blame Finecut for the competely tonedeaf Cannes poster. You could even blame cancel culture for raging against the movie based on one poster and two old teaser trailers without researching what the movie was actually about.

All I know is, it’s a damn shame.

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