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The platform apologized on Thursday, August 20 on its Twitter account.
by Celine Peschard
Social networks panicked when they saw the poster for the French film, "Mignonnes", directed by Maïmouna Doucouré. The cause ? If the French version of Netflix preferred a poster, say soft showing the four heroines in joy, walking down a Parisian street, dressed in adult clothes, on the American side the difference is major.
The illustration thus chosen for the film, which recall the plot, follows the young Amy, 11, who arrives in a dance group. A first step towards the awareness of her nascent femininity, which displeases her mother. Getting back to the debate, Netflix US therefore used an image showing the group in tight-fitting outfits and with little material, tweaking.
Shortly after posting on the poster's platform, on Twitter, the marketing around the film was summed up in the hyper sexualization of pre-teens. Actress Tessa Thompson (“Westworld”, “Men in Black International”) said: “#CUTIES is a beautiful movie. (…) It introduces a new voice at the helm. It is a black Senegalese French woman who uses his experiences. The film comments on the hypersexualization of preadolescents. (…) Disappointed to see how he positioned himself in terms of marketing. I understand the reaction of everyone. But this does not correspond to the film that I saw."
“We are deeply sorry for this inappropriate poster we used for 'Cuties' / 'Cuties'. It was problematic and it does not represent this French film which won an award at the Sundance festival. We have updated the images and description for the feature film, ”Netflix tweeted.
In Paris Match, the director had explained the angle of her film: "I got the idea after seeing 11-year-old girls dancing in a neighborhood party in a super lascivious way. I said to myself: 'Is do they realize the message they are sending? ” For a year and a half, I surveyed little girls. What the film shows is that at 11 you are still a child and therefore cannot be consenting (…) My film is a cry of alarm. " Maïmouna Doucour thus tackles the hypersexualization of adolescent girls.
True debate or not, the film will be available on the international video platform from September 9.