{"id":50635,"date":"2020-08-20T19:51:00","date_gmt":"2020-08-20T16:51:00","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/netflix-stepped-on-a-landmine-with-botched-cuties-marketing-campaign\/"},"modified":"2020-08-20T19:51:00","modified_gmt":"2020-08-20T16:51:00","slug":"netflix-stepped-on-a-landmine-with-botched-cuties-marketing-campaign","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/netflix-stepped-on-a-landmine-with-botched-cuties-marketing-campaign\/","title":{"rendered":"#Netflix stepped on a landmine with botched \u2018Cuties\u2019 marketing campaign"},"content":{"rendered":"

“#Netflix stepped on a landmine with botched \u2018Cuties\u2019 marketing campaign<\/strong>”<\/p>\n

\n
\n \"CUTIES<\/img>
\n Photo: Netflix, BAC Films<\/span><\/p><\/div>\n<\/div>\n
\n
\n

Netflix is catching some serious flak on social media<\/a> today around their upcoming original film Cuties<\/em> \u2014 most of which likely could have been avoided.<\/p>\n

Cuties<\/em>, a film from French-Senegalese director Ma\u00efmouna Doucour\u00e9, made its debut in January at the 2020 Sundance Film Festival. Decider was there in Park City for the screening, and our Senior Film Reporter Anna Menta filed a review of Cuties<\/em>, calling it a \u201ccoming-of-age film that will speak volumes to anyone who has lived through the agonizingly confusing time that is girlhood.\u201d<\/p>\n

Earlier this week, Netflix announced the premiere date of Cuties<\/em> (September 9) and released the trailer for the film, which immediately set off a firestorm of criticism from hordes of angry keyboard warriors \u2014most of whom, we assume, have yet to actually see the movie\u2014 who found some fresh ammunition for the culture wars. The first part of the problem arose from the language that Netflix used to describe the film on their official movie page, as well as YouTube. That language read:<\/p>\n

Amy, 11, becomes fascinated with a twerking dance crew. Hoping to join them, she starts to explore her femininity, defying her family\u2019s traditions.<\/p>\n<\/blockquote>\n

Ever since Miley Cyrus set the world aflame in 2013 by bringing the twerking dance craze into the mainstream \u2014 putting \u201ccultural app<\/a>ropriation\u201d directly into the crosshairs of the outrage economy on both sides of the political spectrum \u2014 the word \u201ctwerking\u201d has been a loaded term. Combining that term with the precocious age of the film\u2019s primary protagonist, an 11-year-old girl, left the rabid (and scarily thriving) QAnon community foaming at the mouth; it was the cultural equivalent of throwing red meat to Joe Exotic\u2019s menagerie of underfed tigers. The movie\u2019s TV-MA rating further incited Twitter users to accuse Netflix of making \u201cchild porn,\u201d of being run \u201cby a bunch of pedophiles,\u201d and much worse. (We don\u2019t even want to imagine what\u2019s being said on Parlor.)<\/p>\n

Presumably realizing that they were under fire, Netflix tried to compensate by quietly changing the film\u2019s description to something more sanguine:<\/p>\n

Amy, 11 years old, tries to escape family dysfunction by joining a free-spirited dance clique named \u201cCuties,\u201d as they build their self confidence through dance.<\/p>\n<\/blockquote>\n

This, as you might guess, only exacerbated the issue. A Netflix spokesperson told Metro.co.uk that the language had been changed because \u201cthis was not an accurate representation of the film so the image and description has been updated,\u201d but now this very vocal faction of Twitter jockeys \u2014again, we should say, have almost definitely NOT SEEN THE MOVIE\u2014 now had \u201cevidence\u201d of a cover-up.<\/p>\n

\n
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Listen up, troops. @Netflix is streaming a French film about 11yo girls who twerk. (Image 1) After the story broke and there was an outcry, they changed the description (Image 2) to soften it.<\/p>\n

It’s about 11yo girls. And is rated TV-MA. Think about that. pic.twitter.com\/ulyWogxIGv<\/p>\n

\u2014 Genevan General<\/a> (@GenevanGeneral) August 20, 2020<\/p>\n<\/blockquote>\n<\/div>\n

Making matters even worse, Netflix\u2019s official YouTube channel currently has BOTH descriptions of the movie still lingering on their Cuties<\/em> trailer page.<\/p>\n

\"CUTIES<\/img><\/p>\n

Making matters even WORSE, somehow, the official page for Cuties<\/em> on Netflix is accompanied by a \u201cMore Like This\u201d section powered by Netflix\u2019s world-famous algorithm: <\/p>\n

\"NETFLIX<\/img><\/p>\n

Yikes. Seeing the inclusion of 365 dni<\/em> in this section, a movie Decider described as \u201cthe closest thing to porn on Netflix,\u201d does NOT help Netflix\u2019s case, either. <\/p>\n

Nor does the film\u2019s poster. On the left is the poster being used to promote the film for American audiences, and on the right is the French poster:<\/p>\n

\"CUTIES<\/img>
Photo: Netflix, BAC Films<\/span><\/figcaption><\/figure>\n

Double yikes on the spooky Sparkle Motion vibes that the American version is radiating. Netflix was forced to issue an apology earlier today for the poster you see on the left, which they have now pulled, telling Deadline that \u201cWe\u2019re deeply sorry for the inappropriate artwork that we used for Cuties<\/em>. It was not OK, nor was it representative of this French film which premiered at Sundance. We\u2019ve now updated the pictures and description.\u201d<\/p>\n

This is not the first time that Netflix has skirted controversy when it comes to movies<\/a> that sexualize underage characters and participants. Their Italian dramatic series Baby<\/em> revolves around teen prostitutes and was denounced by the the National Center on Sexual Exploitation (NCOSE) for allegedly promoting underage sex trafficking, and their 2018 Belgian film Girl<\/em> drew ire for its inclusion of a full frontal nude scene featuring a 15-year-old. <\/p>\n

As a company whose mission is to produce and acquire content for a worldwide audience, these are the kinds of cultural landmines that Netflix will continue to trip<\/a> on occasionally \u2014 particularly as they continue to release and market dozens upon dozens of new shows and movies across the globe each month. You don\u2019t need to be a cultural anthropology major to understand the complex issues of gender and sexuality that arise as \u201ccontent\u201d gets consumed by global audiences with very different value systems and cultural mores, but Netflix certainly did not do themselves any favors with how they have bungled the marketing for this film\u2019s release thus far.<\/p>\n

Cuties<\/em> will be released on Netflix on September 9, at which point you\u2019ll be able to judge the way this film treated its subject matter for yourself.
\n Watch Cuties<\/em> on Netflix on September 9
\n<\/a><\/p><\/div>\n<\/div>\n

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If you want to read more Entertainment News<\/a> articles, you can visit our General category.<\/a><\/span><\/strong>\n<\/p><\/blockquote>\n

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Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

“#Netflix stepped on a landmine with botched \u2018Cuties\u2019 marketing campaign” Photo: Netflix, BAC Films Netflix is catching some serious flak on social media today around their upcoming original film Cuties \u2014 most of which likely could have been avoided. Cuties, a film from French-Senegalese director Ma\u00efmouna Doucour\u00e9, made its debut in January at the 2020…<\/p>\n","protected":false},"author":1,"featured_media":50636,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"","fifu_image_alt":"","footnotes":""},"categories":[1],"tags":[56279],"class_list":["post-50635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general","tag-netflix-stepped-on-a-landmine-with-botched-cuties-marketing-campaign"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/50635","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=50635"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/50635\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/50636"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=50635"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=50635"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=50635"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}