New ‘Mirror Mirror’ Featurette; Tarsem Singh Criticizes the Film’s Marketing

Published 3 years ago by , Updated September 18th, 2012 at 8:34 am,

mirror mirror armie hammer lily collins New Mirror Mirror Featurette; Tarsem Singh Criticizes the Films Marketing

Before moviegoers get to see a dark Medieval fantasy spin on the classic Snow White story with this summer’s Snow White and the Huntsman, they’ll have the option of checking out a more comical and kiddie-friendly take on the fairy tale with this spring’s Mirror Mirror.

Scroll on down to watch the latest featurette released for Mirror Mirror – which focuses more on Armie Hammer (The Social Network) as the handsome but bumbling Prince Andrew Alcott – and to find out just what director Tarsem Singh (Immortals) thinks about the overall marketing campaign for his fable re-telling.

Mirror Mirror is a fantastical comedy-adventure which reworks the classic Brothers Grimm story in a more “contemporary” light. The results are an iteration of Snow White (Lily Collins) who actually has a discernible personality, a version of the evil stepmother/queen (Julia Roberts) who’s more pompous and neurotic than malicious and cruel – and the seven dwarfs re-imagined as a mischievous band of miniature warrior bandits who train Snow White in the art of combat, so that she may reclaim her stolen kingdom.

Check out the new Mirror Mirror featurette below:

Reactions to the domestic Mirror Mirror trailer have been largely negative and incited complaints about the film looking like (for lack of a better description) a colorful hamfest that only the juice box crowd could enjoy. Well, it turns out that helmer Tarsem Singh actually feels the exact same way.

Here is what the filmmaker had to offer Digital Spy, on the topic of the marketing for Mirror Mirror:

“I’m really angry at the trailers. I’m a director, I guess, so I always get pissed at them! The movie looks fantastic and the trailers look so hammily off. The posters are okay, they’re still neutral, but we’re trying to get the film out there so people don’t judge it by the trailer.”

Tarsem Singh and Julia Roberts on the 'Mirror Mirror' set

Singh’s films are known primarily for their eye candy and Mirror Mirror – with its picturesque visuals, fancy sets, and dazzling costumes – should be no exception. The flick’s marketing has done justice by those aspects, but also focused heavily on cartoony jokes and physical comedy – so as to suggest that this is mostly Snow White by way of The Three Stooges (thematically speaking).

A previously-unveiled international trailer for Mirror Mirror did a better job of painting the movie as a solid family-friendly fairy tale adventure. Singh’s indication that he wants to start screening the picture for critics ASAP also suggests confidence on his part – though, has that ever not been the case for the artist sometimes referred to as “The Honey Badger of Film Directors?”


Mirror Mirror is slated to arrive in theaters around the U.S. on March 30th, 2012.

Source: Relativity Media, Digital Spy

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  1. I see this being a bomb. IMO the studio is trying to market this like Burton’s Alice in Wonderland but it doesn’t see to be working.

    • Burton’s AiW was marketed MUCH more seriously than this. I see no real similarity in that regard. This marketing effort is failing. Because it makes the movie look campy…

      • …oops. That should be “because”, not “Because”…with no preceding period.


  2. They have already been screening this movie for months. My friends saw it a few months ago and said it was cheesy. I couldn’t go because you had to bring a young kid. My point is if you dont want it to be a “hammy” then why not ask adults what they think and make it more interesting to people that dont still play in the sandbox. Snow White and the Huntsman is going to kick this movies ass!

    • My apologies, I meant screening for critics.

      I’ve fixed that bit according.

  3. I had no intention of seeing this and considering Singh’s words, it’s going to take some really good word of mouth to get me to see it (and even then it’ll take a considerable amount of word of mouth to make me see it in Cinema… “How to Train your Dragon” levels word word of mouth here).

  4. i don’t understand how the director says the trailer makes the movie look cheesy when the scenes are from the film. the lines are delivered cheesily, and he shot the movie, ergo, cheese. the only way you could market this so it doesn’t look cheesier than a large dominoes pizza is to not include any dialog from the film. why doesn’t he make the trailer if he’s unhappy with the way it looks? SWATH definitely looks better. Hell the tv show once upon a time looks better

    • Overall, I agree with you jeffro.

      It’s like with all those trailers for Green Lantern, each one trying to go for a different feel: one emphasized the relationships, almost feeling like a trailer for a superhero rom-com; another one tried to be comical and hip; yet another tried to seem dark and edgy.

      But, at the end of the day, all those elements were in the movie. There’s little changing that.

      In terms of Mirror Mirror, I sort of understand what the director’s saying and why he would be mad if the trailer simply presented only the cheesy parts, making the movie seem like some sappy, family movie for young kids.

      But, as you said, those parts are still in the movie. So, even if the movie isn’t all cheese, it still features cheesy portions.

      All the other Snow White-based slices of entertainment seem better thus far.

      • I meant to add that the director of a movie — unless he’s given the power — doesn’t have much authority over a trailer’s contents. It’s the studio’s marketing people who throw them together.

  5. I used to be a Tarsem Singh fan, but after this I dunno.

  6. This is what happens when you write a script in 15 minutes and rush to get it out before another film with the same character. He has no one to blame but himself for it being “cheesy” and for trying to “one up” the competition. I’ll be seeing Snow White and the Huntsman at least five times and I can assure Tarsem Singh that I won’t see this mess even once. Perhaps now he will listen to people when he is told not to rush a project…what a waste of time and money!

    • In almost all of Tarsem’s interviews, he arrogantly boasted about his movie coming out first and there being no room in the market for 2 Snow White movies. That seemed to be all he cared about. Like someone else said, all of the cheese from the trailer are actual scenes from his movie. It’s full of cheesy lines, cheesy delivery, cheesy acting, cheesy sets, cheesy costumes, and cheesy storylines. Those producing the trailer were given cheese, so they showcased cheese. He should have focused on making a quality film instead of being the first one out of the gate.

  7. i don’t this film is going to bomb. there is a clear audience for it, and family films usually do pretty well. i don’t think there is another family film coming out around the same time anyway.

  8. My kids and none of my siblings children – 9 in total (ages range from 8 to 14) want to see this movie. Every time the trailer comes on there are loud groans. I’m glad because I don’t want to take them to see it!

  9. I hope that both movies do well!

  10. I will say this: even though I’m still up in the air about seeing this, I think this Snow White is hotter and has better acting chops than Kristen Stewart. I’m sorry, but no matter what else Ms. Stewart does in her career, it will take her a long time to live down the schlock that was the Twilight series.

    • Ehhh false both kristen stewart and lilly collins is awful. Watch abduction it will show you what I mean

  11. I am actually looking forward to seeing this with my kids. just read that Hibon, who directed that deathly hallows animation directed the opening of this movie. I know that will be some eye candy