Disney Korea's marketing maneuvers for the impending live-action adaptation of "The Little Mermaid" has ignited an online firestorm.
Critics charge that the entertainment titan's promotional campaigns are misleading, with an overemphasis on Korean actress Danielle, potentially at the expense of the film's primary lead, Halle Bailey.
The Unfolding Controversy
An influx of posts on various digital platforms on May 23 revealed that Disney Korea's promotional materials highlighted Danielle, a member of the group NewJeans and the voice of Ariel in the Korean version of the film.
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These digital posts underscored an apparent sidelining of Halle Bailey, the film's actual lead. Bailey, who made global headlines in 2019 as the first Black Ariel, finds her presence notably reduced in the film's advertisements.
Danielle in the Limelight
Danielle's rendition of Ariel's signature song, "Part of Your World," attracted significant attention.
Even though some critics noted her Korean accent, she was largely lauded for her enchanting singing skills and aesthetic appeal.
Nevertheless, the conspicuous focus on Danielle in the film's publicity, including promotional kiosks and television commercials, has raised eyebrows.
"The advertising campaign is constructed in such a way that children might mistake Danielle as the 'real' Ariel. The marketing material awaiting moviegoers at theaters predominantly features Danielle," a concerned netizen pointed out.
Questions Over Disney's Strategy
The promotional strategy has triggered an uproar among netizens, with many questioning Disney's approach.
They can't comprehend why the actual lead actress's face is being overshadowed by the voice actor's.
"Why is there more emphasis on the voice actor than the actual lead actress in the promotions? This isn't an animated movie where characters are voice-acted," voiced a bewildered netizen.
Others expressed bewilderment over the underrepresentation of the first Black Ariel, especially after Disney's media frenzy surrounding her casting.
Diverging Opinions
Not all responses were scathing, however. Some online users suggested that this marketing ploy might be a calculated strategy to pique curiosity by underexposing the protagonist, only to astonish viewers with her grand reveal in the film.
Others defended the move, claiming that since Danielle performs the Korean OST, it is reasonable for her to feature prominently in the advertisements.
In this tempest of mixed reactions, one thing is clear: Disney Korea's promotional tactics for "The Little Mermaid" have sparked a controversy, one that the company will likely need to address as the film launches in Korea on May 24.
