#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.


Adele wears Elie Saab gown at Las Vegas concert

Updated 28 May 2024
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Adele wears Elie Saab gown at Las Vegas concert

DUBAI: British singer Adele showed off a gown by Lebanese designer Elie Saab during her Las Vegas residency over the weekend.  

The Grammy-winning singer performed her 42nd “Weekends with Adele” concert in a sleek black, off-shoulder gown with a deep V-neck.

 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by ELIE SAAB (@eliesaabworld)

 

“Captivating elegance, @adele graces the stage in Vegas in (a) … custom made Haute Couture gown,” read a post on the official Instagram page of Elie Saab.

Adele has previously chosen other designers from the region to wear during her residency, including Zuhair Murad and Georges Hobeika.

The residency is set to conclude in November this year.


Georgina Rodriguez collaborates with Faces Middle East beauty store

Updated 28 May 2024
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Georgina Rodriguez collaborates with Faces Middle East beauty store

DUBAI: Argentine model Georgina Rodriguez took to social media to share images from her recent visit to beauty store Faces in Riyadh Park Mall.

The social media sensation – partner to football legend Cristiano Ronaldo – posted a reel on Instagram featuring moments from her trip to the store, captioning the post, “Beauty time with @facesmiddleeast,” along with a pink heart emoji.

 

 

Rodriguez can be seen getting an analysis with Faces’ skincare diagnosis machine and trying on several of the store’s products.

Rodriguez also took a moment to congratulate Ronaldo on Instagram Stories as the Portuguese footballer – who plays for Saudi football club Al-Nassr – set a new record for goals scored in a Saudi Pro League season.

The 39-year-old took his tally of goals scored to 35 after he netted two goals against Al-Ittihad on Monday night.


New film festival in London seeks to ‘reclaim, celebrate’ Muslim identity

Updated 28 May 2024
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New film festival in London seeks to ‘reclaim, celebrate’ Muslim identity

  • Event features narratives from Muslim filmmakers, productions inspired by Muslim culture and faith

LONDON: A new film festival in the UK is on a mission to explore Muslim experiences through film.

The inaugural Muslim International Film Festival will begin on May 30 in London’s Leicester Square.

The four-day event features narratives from international Muslim filmmakers as well as productions inspired by Muslim culture and faith.

“The idea behind the festival is about reclaiming our identity and celebrating it. For the longest time, being Muslim has felt like something we can’t be proud of,” MIFF director Sajid Varda told Arab News.

He added: “We’ve had to hide our identity, and the narrative around our faith and identities has often been controlled by others.

“There’s been a persistent frustration with how to change those perceptions and how to reconnect with wider audiences and communities.

“We want to give them a glimpse into our lives and lived experiences, while also showcasing the cinematic brilliance of our creative community and its contributions to cinema.”

The event will begin with the London premiere of “Hounds” (“Les Meutes”) by Moroccan director Kamal Lazraq. The film follows a father and son in Casablanca’s suburbs who make ends meet by committing petty crimes for a local mob until a kidnapping goes horribly wrong.

Other highlights include critically acclaimed films set in the UK, France, Turkiye, Tunisia, Jordan, Iran and Sudan.

The festival will include Q&A sessions, panels and networking events in partnership with the British Film Commission, Netflix and the BBC.

Organizers have made the festival as accessible as possible to wider audiences, Varda said.

“We wanted to ensure that the films align with our faith and ethos, avoiding gratuitous violence, nudity and overtly sexual themes. This makes the content accessible to all, not just Muslims, but also people of other faiths and beliefs who might be sensitive to these issues.”

He added: “Our ticket costs are much lower compared to other festivals. We’ve also given out many tickets at no cost to various organizations, and offered discounts to students and those facing financial hardship.”


Review: ‘Norah’ makes Cannes history with its delicate handling of a Saudi story

“Norah” had its official screening at the 77th Cannes Film Festival. (AN/ Ammar Abd Rabbo)
Updated 27 May 2024
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Review: ‘Norah’ makes Cannes history with its delicate handling of a Saudi story

CANNES: Director Tawfik Alzaidi's “Norah” made history when it was selected as the first Saudi film to screen on the official calendar at the Cannes Film Festival.

The film premiered at December’s Red Sea International Film Festival in Jeddah before heading to the French Riviera last week, where it ran in the famed festival’s Un Certain Regard section.

“Norah” is the story of a restless young woman (played with wonderful ease by Maria Bahrawi), who dreams of a life beyond her immediate surroundings.

Set in 1990s Saudi Arabia when conservatism ruled and the pursuit of all art, including painting, was frowned upon, a new world opens up for Norah when Nader (Yaqoub Alfarhan), a failed artist and teacher from the city, comes to her village. Despite the rigid rules of society, the pair form a platonic relationship, linked by a passion for the arts. What emerges is a story in which the characters inspire each other, played out against the backdrop of the scenic AlUla region in Saudi Arabia, a location that is becoming a major moviemaking hub.

Norah, brought up by her uncle and aunt after having lost her parents early on, listens to music and pores over magazines. She encourages Nader to follow his passion for drawing, and their affection for each other gradually develops into an unshakable union.

The director strives to walk a tightrope, maintaining an equilibrium between Saudi sensibilities and a daringly emotional outlook. He explores the hesitant heartbeats of Norah and Nader but stops short of entering any overt romantic territory. The love affair, in this case, in one with the arts — both lead characters yearn for the chance to creatively express themselves.

While the narrative carries on at a gentle pace, the tone and tenure seem ruffled and out of place in the finale — with a rather bizarre ending marred by uncertainty. Alzaidi loses his grip over the narration, which until then seemed to have traversed a smooth road.


Sofia Carson shows off Elie Saab gown on the red carpet

Updated 26 May 2024
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Sofia Carson shows off Elie Saab gown on the red carpet

DUBAI: US actress Sofia Carson showed off a gown by Lebanese designer Elie Saab at the closing ceremony of the 77th annual Cannes Film Festival.

The star, who has showed off Lebanese labels on multiple red carpets in the past, opted for an olive-toned ensemble from the designer’s Spring/ Summer 2024 couture collection.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by ELIE SAAB (@eliesaabworld)

Styled by Erin Walsh, Carson posed for photos on the red carpet in the look that featured a draped skirt and embellishments on the neckline.

The latest red carpet appearance proves Carson is something of a fan of Lebanon’s couturiers — In 2022 the “Purple Hearts” actress was spotted in New York wearing an ensemble by Zuhair Murad. Carson attended the Global Citizen Festival in a coordinating look from Murad’s Resort 2023 collection. The outfit featured an embellished crop top and mini skirt set with matching thigh-high leather boots.

In late 2023, the actress cut an elegant figure in a Zuhair Murad gown at the second annual Cam for a Cause event in memory of her former co-star Cameron Boyce, who died at the age of 20 due to an epileptic seizure.

Fast forward to 2024 and the now-concluded Cannes Film Festival has played host to a number of Arab-created looks.

Saudi designer Eman Al-Ajlan dressed Leomie Anderson. (Getty Images)

Saudi designer Eman Al-Ajlan dressed British model and TV presenter Leomie Anderson in a structured look featuring a mini dress with a net-like skirt fitted underneath at the 2024 amfAR Gala in Cannes.

A few celebrities opted for gowns by Murad at the same event, including German model Toni Garrn, sports commentator Alex Scott and Brazilian model Thayna Soares.

Meanwhile, German model Kim Dammer dazzled on the red carpet in a glamorous halter-neck black gown, intricately embroidered with geometric shapes by Lebanese couturier Rami Kadi. Lebanese designer Nicolas Jebran was championed by Turkish actress Hande Ercel, who wore a black gown adorned with red and blue beads.

Egyptian actress Yasmine Sabri was also in attendance, wearing a sparkling silver dress by Lebanese designer Jean Pierre Khoury. The dress featured thousands of mirrored tube beads hand-sewn onto a corseted silhouette, according to the fashion house.