The lead-up to Disney’s Snow White live-action remake has become a case study in how off-screen controversies can eclipse on-screen content—and potentially derail a film’s commercial trajectory. According to a recent report from Variety, the studio found itself repeatedly firefighting public relations crises stemming not from the film’s production, but from the social media activity of its lead actress, Rachel Zegler.
One of the more serious incidents cited occurred in August, during the height of the promotional campaign. Zegler, while promoting the film, posted “And always remember, free Palestine,” to her social media accounts.
The comment, coming amid escalating tensions in the region, was viewed by many as politically charged and, according to insiders, sparked a wave of online threats—particularly targeting Israeli actress and co-star Gal Gadot. The spike in threats reportedly forced the studio to increase Gadot’s personal security.
Producer Marc Platt, the architect behind several of Disney’s recent reimaginings, reportedly took the reins to manage the fallout. According to sources close to the production, Platt saw the potential damage—not just to the film’s marketability, but also to the safety of cast members—as requiring direct intervention.
But the situation didn’t stop there. Following Donald Trump’s 2024 election victory, Zegler once again ignited online backlash when she posted a profanity-laced condemnation of Trump and his supporters on Instagram. The post was later deleted, and Zegler issued an apology after receiving guidance from a Disney-hired “social media guru” tasked with preventing further missteps during the lead-up to the film’s release.
This wasn’t the first time Zegler’s remarks sparked friction. As far back as 2022, the actress faced criticism for disparaging the original 1937 Snow White as outdated and regressive—comments which went viral and caused considerable fan backlash. A prominent Hollywood agent, speaking anonymously to Variety, bluntly criticized Disney’s failure to intervene early, stating, “The first time she shoots her mouth off, you nip it in the bud.”
On top of the PR headaches, the film has faced internal production controversies, including Disney’s decision to use CGI instead of live actors for the seven dwarves. The backlash prompted delays and ultimately a scaled-down Hollywood premiere.
Despite the rocky lead-up, Snow White opened at number one at the U.S. box office, grossing $43 million domestically and $44 million overseas. However, this is far below the $85 million domestic opening that had been projected just weeks earlier. With an estimated production cost of $250 million, the box office performance is raising serious questions about the film’s profitability.
Critical reception has been equally unkind. Holding a 42% rating on Rotten Tomatoes, the majority of reviews have been negative, reflecting concerns not just with the film’s storytelling and visual effects, but with its overall tone and direction.