#CancelNetflix backlash: The problem with ‘Cuties’ is more than just poor marketing

Maïmouna Doucouré’s ‘Cuties’ debuted on Netflix on Sept. 9. Supplied
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Updated 14 September 2020
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#CancelNetflix backlash: The problem with ‘Cuties’ is more than just poor marketing

DUBAI: In spite of the backlash Netflix received for its use of an inappropriate poster to promote French-language film “Cuties” (“Les Mignonnes”), the streaming giant has gone ahead with the Sept. 9 debut of Maïmouna Doucouré’s controversial, award-winning movie on its platform. 

“Cuties” premiered at the Sundance Film Festival in January to glowing reviews, taking home the World Cinematic Director Award. 

Then, Netflix US’s marketing team kicked off a firestorm online due to its promotion of the film. Social media users accused the streaming giant of using hyper-sexualization to promote the film on its platform, prompting Netflix to issue an apology. However, the problem with “Cuties” goes beyond just poor marketing. 




Social media users accused the streaming giant of using hyper-sexualization to promote the film on its platform. Supplied

The coming-of-age film tells the story of an 11-year-old Muslim immigrant girl named Amy (Fathia Youssouf), who shortly after accidentally learning that her father is taking another wife, joins a twerking dance group with three other young girls in an attempt to escape her family dysfunction and defy traditions.

At the time, the Senagalese-French filmmaker explained, the project was inspired after she witnessed a group of young girls performing what she described as “sensual” dances for an audience of their parents.

“The main message of the film is that these young girls should have the time to be children, to enjoy their childhood, and have the time to choose who they want to be when they are adults. You have a choice; you can navigate between these cultures and choose from the elements of both, to develop into your own self, despite what social media dictates in our society,” Doucouré told Deadline.




The coming-of-age film tells the story of an 11-year-old Muslim immigrant girl named Amy (Fathia Youssouf) who joins a twerking dance group. Supplied

Indeed, the message Doucouré attempts to convey is vital. Unfortunately, it is overwhelmed by the film’s poor execution.

Produced by Sylvain de Zangroniz, the movie uses disturbing methods to relay its point. 

The actors, who are barely teenagers — the central four range from 12 to 14-years-old — twerk, run their hands across their bodies, lick their fingers and touch each other inappropriately while wearing revealing clothing.

In one scene, Amy gets attacked by girls at school who pull her pants down and expose her underwear. Another sees the dance troupe busted for sneaking into laser tag. To persuade the security guards to let them go, Amy twerks for one of them — a middle-aged man.

The camera work during the dance scenes doesn’t focus on the children’s faces at all. Instead, viewers see repeated close ups of little girls’ rears and crotches amid leg-spreading and bending, rampant in the choreography — made even more concerning when one realizes the cinematographer behind the film was a man (Yann Maritaud).




Produced by Sylvain de Zangroniz, the movie uses disturbing methods to relay its point. Supplied

According to Reem Shaheen, LMHC counseling psychologist and founder and director of BE Psychology Center for Emotional Wellbeing in Dubai, the overt sexualization of children in consumer culture is damaging in many ways. 

“The hyper-sexualization of children both in mainstream and social media is causing an increase in the early development of depression, anxiety, low self-esteem, high risk behaviors, self-harm, substance use and abuse as well as eating disorders in children,” Shaheen explained.

“For example, the average onset age of eating disorder 20 years ago was 13-16, today the onset age is 7-9 years old. The same applies to the majority of mental illness,” she adds.

Now imagine how long it takes to film such explicit material. There are stage managers, choreographers, producers as well as the parents of the children involved, all who are seemingly okay with having young girls sexualize themselves day by day, hour upon hour, for the sake of social critique. 




The overt sexualization of children in consumer culture is damaging in many ways. Supplied

Did none of the adults involved see an issue? Or did they simply believe so much in the film’s message that they were willing to sacrifice young girls for the sake of art?

The film’s director assured Indiewire that a child therapist was involved, saying: “We worked with a child psychologist throughout the filming. She’s still working with the children, because I want to make sure that they can navigate this newfound stardom.” However, the sexualization of child actors in a celebrated film is still a matter of concern. 

Shaheen explains that it is the parent’s duty to protect children from sexualization because “a child pre-puberty doesn’t necessarily subscribe to a gender role and identification. A child is a child, but once you sexualize them, then you are taking away that stage of their lives, pushing them into a later stage that they are not ready or mature enough for.”




The film’s director assured Indiewire that a child therapist was involved in the filming process. Supplied

However sometimes, parents can be complicit. “In many ways parents unknowingly contribute to these kinds of exploitations, for instance buying a toddler heels or make up, and exposing them to television material that is congruent with their age,” Shaheen said. “In today’s hyper-sexualized world, parents should be hyper-vigilant about the material their children are exposed to. They should always make sure that toys, clothes, and media material should be age appropriate.”

Many people took to social media to express their outrage over the film, calling it “child pornography” and sparking the hashtag #CancelNetflix. A Change.org petition to boycott the service has over 600,000 virtual signatures at the time of writing.

On the other side of the spectrum, many people are defending the film, justifying its controversial material by suggesting that the director is simply exposing hyper-sexualization and exploitation of children.

While that may be true, the welfare of children comes before any kind of social commentary. One would hope that there are better ways to bring attention and awareness to the sexual exploitation of children, other than to sexually exploit children.


Couturier Gaurav Gupta on the Met Gala, dressing Beyonce and his Arab clients

Updated 14 May 2024
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Couturier Gaurav Gupta on the Met Gala, dressing Beyonce and his Arab clients

  • Gaurav Gupta flew to Dubai to showcase his latest collection just before he made his Met Gala debut by dressing actress Mindy Kaling
  • ‘We have many Arab brides coming to us for their wedding dresses,’ he told Arab News

DUBAI: Indian couturier Gaurav Gupta is no stranger to the limelight. Over the past two years, his clothes have become regular sightings at the Oscars, Grammys and the Cannes Film Festival. His celebrity client list gets longer by the season, especially since his debut on the Paris Haute Couture Week calendar in January 2023.

Last year, he was in the news globally for dressing Beyonce not once but three times during her world tour and this week he made his Met Gala debut by dressing Hollywood’s Mindy Kaling at the coveted event in New York. Arab News spoke to the designer during a recent visit to Dubai, where he was exhibiting select pieces from his Spring/Summer 2024 couture collection. 

“I don’t have the entire collection here, many of the pieces are still with celebrities in (Los Angeles),” laughed Gupta. The collection, titled “Arohanam,” embodies his tryst with sculptural garments and sees him experiment with complex garment construction techniques.

“We’ve worked with new techniques like the reptilian cage embroidery with the bugle beads on some of the clothes. It was also the first time we’ve done metal casting – and there are snakes on a metal breastplate,” he explained.

“We’ve had clients from all over the world, including the Middle East,” the couturier said, adding that bridalwear is of particular interest to clients in the Gulf.

 “We have many Arab brides coming to us for their wedding dresses, so that’s why I brought the white gown that closed the Paris show,” he noted.  

As he approaches the two-decade mark of his brand, New Delhi-raised Gupta has much to commemorate. He is the third Indian designer to be a regular on the Paris Haute Couture Week Calendar and his international acclaim is skyrocketing.

In April, US icon Mariah Carey wore a crystal gown by the designer during a performance in Las Vegas, Shakira recently sported a gown by the designer in a magazine shoot and superstar Beyonce showcased three of his designs during her “Renaissance” tour — a custom crystal bodysuit, a neon green sari-style gown, and a crystal-encrusted gown that took 700 hours to create.

“Every moment we’ve shared with her has been iconic, they’re all so unique and are almost historic. Interestingly, the neon green sari wasn’t custom-made for her, it was from our ‘Hiranyagarbha’ collection. It was selected …and was sized for her.”

Did he envision this when he embarked on his journey all those years ago?

“I always felt that something significant would happen and now it’s all unfolding at once. I’m in that overwhelming swirl of things right now,” he said.


British Lebanese actress Razane Jammal named Cartier ambassador 

Updated 14 May 2024
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British Lebanese actress Razane Jammal named Cartier ambassador 

DUBAI: British Lebanese actress Razane Jammal has been named Cartier’s newest brand ambassador. 

“It is my absolute honor to be joining the Cartier family,” the actress, famous for her roles in the Netflix series “The Sandman” and “Paranormal,” said in a statement. “I look forward to work with a Maison known for its timelessness and iconicity.” 

Jammal – who also made headlines for her role in the show “Al-Thaman” – took to Instagram to share a series of images from a shoot with the French luxury label. 

In one ensemble, she wore a black suit, complemented by understated gold jewelry, including a necklace, a watch, a bracelet, a ring and earrings.

In another look, she was adorned in a white blazer, accentuating with dangling diamond earrings and a coordinating necklace.

This is not the first time Jammal has worked with Cartier. 

In March, she starred in the brand’s Ramadan campaign alongside Saudi athlete Husein Alireza, Egyptian Montenegrin model and actress Tara Emad, Tunisian actor Dhaffer L’Abidine and Emirati host Anas Bukhash. 

In March 2023, Jammal walked the runway at a Cartier event in Dubai. She wore a black form-fitting dress with a plunging neckline, a thigh-high slit from the center and padded shoulders. 

She walked alongside a long list of celebrities from the Arab world including Saudi actress and filmmaker Fatima Al-Banawi, Egyptian veteran star Yusra, Egyptian Tunisian actress Hend Sabri, French Algerian filmmaker Farida Khelfa, Somali model Rawdah Mohamed, Emad, L’Abidine, and Bukhash. 

In January this year, Jammal was also named the brand ambassador for French luxury label Dior’s beauty line Dior Beauty.

“It was such an incredible experience to represent the iconic fashion house of @dior. It is a privilege to be able to represent my culture within a brand with a strong history of empowering women,” she wrote to her Instagram followers at the time. “I’m grateful to see my Dior family grow and to be aligned with exceptional women from both sides of the pond. Thank you for your trust in me.”

In October 2022, she was named the Middle East’s ambassador for Dior, the fashion house. 


Saudi Film Commission takes charge of cinema sector

Updated 13 May 2024
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Saudi Film Commission takes charge of cinema sector

  • First phase includes regulating licensing for the operation of permanent, temporary and special cinemas
  • CEO Abdullah Al-Qahtani: The Film Commission will undertake a comprehensive review of all procedures related to the cinematic sector

JEDDAH: Saudi Arabia’s Film Commission has announced it will now have oversight over the cinema sector, which will no longer fall under the jurisdiction of the General Authority of Media Regulation.

The Council of Ministers had ordered the change, which has now been implemented after the completion of the required regulations, the Saudi Press Agency reported on Monday. 

The first phase includes regulating licensing for the operation of permanent, temporary and special cinemas, as well as the production, distribution and import of movies, videos and television programs.

Abdullah Al-Qahtani, the commission’s CEO, said: “The Film Commission will undertake a comprehensive review of all procedures related to the cinematic sector with the aim of their development and enhancement.

“Key improvements will focus on enhancing the customer experience by streamlining and optimizing the processes required for all activities in the cinematic sector. This will involve reviewing the licensing requirements for the film sector, as well as simplifying the licensing process and application for related services.”

The commission posted on X: “The film and cinema sector jurisdiction has been transferred from the General Authority for Media Regulation to the Film Commission. This move, facilitated by continuous cooperation and support between the two bodies, underscores the commission’s ongoing commitment to developing and improving the sector.”

The commission’s board has approved a reduction in fees for cinema licenses. It has also waived operational license fees for three years until 2027, covering permanent, temporary, and special cinema halls. Applications for licenses can now be made through the unified electronic platform Abde’a.


US students stage walkout to protest Jerry Seinfeld’s ceremony speech

Updated 13 May 2024
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US students stage walkout to protest Jerry Seinfeld’s ceremony speech

DUBAI: Several students walked out of Duke University’s commencement ceremony on Sunday to protest its guest speaker, comedian Jerry Seinfeld, over his support of Israel amid the war in Gaza.

Video of the incident posted on X (formerly known as Twitter) shows a group of students walking out of their seats and carrying a Palestinian flag as soon as the comedian and TV star was called to the stage. 

The attention to the protesters was quickly diverted by the cheering crowd, who chanted, “Jerry! Jerry!” as Seinfeld would go on to give his speech and accept an honorary degree from Duke.

However, several boos and chants of “Free Palestine” could also be heard.

Seinfeld has been vocal in his support for Israel following Hamas’ Oct. 7 attack.

The comedian also met with families of the hostages and visited a kibbutz during a trip to Israel in December.

The walkout at Duke's graduation was the latest manifestation of protests that have taken over US campuses as students call for universities to divest from arms suppliers and other companies profiting from the war.


US actor Mahershala Ali to star in NYC thriller ‘77 Blackout’

Updated 13 May 2024
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US actor Mahershala Ali to star in NYC thriller ‘77 Blackout’

DUBAI: Two-time Oscar winner Mahershala Ali is set to star with Tom Hardy in “77 Blackout,” a crime thriller set on the night when New York lost power and was plunged into chaos and lawlessness. 

Cary Joji Fukunaga is directing, Deadline reported.

In 1977, five rogue police officers formulate a plan to rob three criminal strongholds – the Hong Kong Triads, the Italian Mafia, and the Harlem Mob – all in one night. When a blackout sweeps the city on the night of the robbery, the crew is forced to navigate a hellish landscape.

Ali is most known for two Best Picture-winning flicks: 2016’s “Moonlight” and 2018’s “Green Book.”

Hardy is known for blockbusters such as Christopher Nolan’s “Inception” and director George Miller’s 2015 action epic “Mad Max: Fury Road.”