Disney’s live-action adaptations have been a mixed bag, with some soaring to box-office success and others sinking without a trace. Two recent examples that highlight this contrast are The Little Mermaid (2023) and the newly released Snow White (2024). While The Little Mermaid made waves with its impressive performance, Snow White has already faced backlash and skepticism, even before its release. What explains this stark difference? The answer lies in marketing. Let’s dive into the strategies—and missteps—that made one a success and the other a potential flop.

1. Casting Choices: Representation vs. Controversy

One of the most talked-about aspects of The Little Mermaid was the casting of Halle Bailey as Ariel. While the decision initially sparked debate, Disney turned the conversation into a powerful marketing tool. By emphasizing representation and celebrating Bailey’s undeniable talent, the studio appealed to a broader, more inclusive audience. The release of the film’s trailer, featuring Bailey’s stunning rendition of “Part of Your World,” silenced many critics and generated immense excitement.

In contrast, Snow White has faced backlash over its casting choices and reported changes to the original story. Rachel Zegler’s comments about the original film being “outdated” and the decision to replace the seven dwarfs with “magical creatures” alienated some fans. Rather than uniting audiences, the marketing surrounding Snow White has sparked division, making it harder to build anticipation.

Marketing Lesson: Authentic representation and thoughtful messaging can turn potential controversy into a strength. However, dismissing or alienating core fans can backfire.

2. Nostalgia Done Right vs. Nostalgia Gone Wrong

Disney’s live-action remakes thrive on nostalgia, and The Little Mermaid nailed this aspect. The film stayed true to the beloved animated classic while adding fresh elements, like new songs and updated visuals. The marketing campaign leaned heavily into nostalgia, reminding audiences of their emotional connection to the original while promising a new experience.

Snow White, on the other hand, seems to be distancing itself from its source material. While innovation is important, completely overhauling iconic elements (like the seven dwarfs) risks alienating fans who cherish the original. Although Disney ultimately decided to revert to using dwarfs, the film still faces criticism because of its reliance on CGI. Furthermore, there was controversy surrounding the dismissal of seven real-life actors with dwarfism, which stemmed from comments made by another actor online. It's already challenging for individuals with dwarfism to secure jobs, and Disney's last-minute decision to use CGI as a remedy for the backlash has only intensified the criticism. The marketing has failed to strike a balance between honoring the past and embracing the future.

Marketing Lesson: Nostalgia is a powerful tool, but it must be handled with care. Respect the original while offering something new.

3. Trailer and Visual Appeal: Hooking the Audience

The first trailer for The Little Mermaid was a masterclass in marketing. It showcased breathtaking underwater visuals, Halle Bailey’s captivating voice, and just enough of the story to leave audiences wanting more. The trailer went viral, generating millions of views and sparking conversations across social media.

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For Snow White, the marketing visuals have been less compelling. Early stills and behind-the-scenes photos have been met with mixed reactions, with some criticizing the costumes and set design. Without a strong visual hook, the film has struggled to capture the same level of excitement.

Marketing Lesson: First impressions matter. A visually stunning and emotionally engaging trailer can make or break a film’s marketing campaign.

4. Social Media Engagement: Building Buzz

Disney leveraged social media brilliantly for The Little Mermaid. From viral TikTok reactions to Halle Bailey’s performances to fan art and memes, the film dominated online conversations. The studio also engaged directly with fans, amplifying positive messages and addressing concerns in a way that felt authentic.

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Snow White, however, has been on the defensive. Negative headlines and backlash have dominated the conversation, and the marketing team has struggled to shift the narrative. Instead of building buzz, the film has become a lightning rod for criticism.

Marketing Lesson: Social media is a double-edged sword. Use it to amplify positivity and engage with your audience, but be prepared to address criticism constructively.

5. The Villains: Vanessa’s Popularity vs. Gal Gadot’s Controversy

In The Little Mermaid, the villainous Ursula (and her human alter ego, Vanessa) became a standout character, with fans praising her iconic design and Melissa McCarthy’s performance.

The marketing team capitalized on this by highlighting Ursula’s return to the screen, creating anticipation for her scenes and even releasing behind-the-scenes content on McCarthy’s transformation.

On the flip side, Snow White’s villain, played by Gal Gadot, has been overshadowed by real-world controversy. Gadot’s public support for Israel during the ongoing conflict with Palestine sparked backlash, with some viewers calling for a boycott of the film. This controversy has diverted attention away from the movie itself, creating a negative association that’s hard to shake.

Marketing Lesson: A film’s success can be influenced by factors beyond its story. Casting choices and public perceptions of actors can have a significant impact, so it’s crucial to consider how real-world events might affect your marketing strategy.

6. Handling Criticism: Turning Negatives into Positives

Disney’s handling of criticism for The Little Mermaid was a case study in effective PR. Instead of ignoring the backlash, the studio doubled down on its message of inclusivity and celebrated Halle Bailey’s casting as a milestone. By the time the film was released, the narrative had shifted from controversy to celebration.

For Snow White, the response to criticism has been less effective. Comments from the cast and crew have sometimes added fuel to the fire, and the marketing team has struggled to reframe the conversation in a positive light.

Marketing Lesson: Address criticism head-on and use it as an opportunity to reinforce your brand’s values.

In the end, marketing is about more than just selling a product—it’s about creating an emotional connection with your audience. When done right, it can make even the most skeptical viewers believe in magic. When done wrong, it can leave even the most beloved stories feeling like a poisoned apple.