Netflix has issued a swift mea culpa after a strong backlash today around the marketing of its forthcoming release Cuties.
The largely well-received French-language pic 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 rapidly grows aware of her burgeoning femininity — upsetting her mother and her values. The film is rated 82% fresh on Rotten Tomatoes, and critics generally praised it for its handling of sensitive topics.
Netflix recently began promoting the movie ahead of its September 9 release on the platform. However, the accompany artwork 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 messed up here.” Here’s the poster that sparked the backlash:
The online release follows its theatrical rollout in its native France via Bac Films, which began Wednesday. The Netflix poster contrasts considerably with the French theatrical poster, which strikes a somewhat different tone:
Netflix has moved quickly to take down the offending artwork and already has replaced it; it wouldn’t confirm whether the poster was made in-house or by an agency. The streamer also apologized instatement to Deadline: “We’re deeply sorry for the inappropriate artwork that we used for Cuties. It was not OK, nor was it representative of this French film which premiered at Sundance. We’ve now updated the pictures and description.”