Will Disney’s ‘Snow White’ Reboot Overcome Its Political Storm and Box Office Challenges?

Disney’s live-action Snow White remake, starring Rachel Zegler and Gal Gadot, has faced multiple challenges since its announcement, with controversy surrounding its progressive changes and social media backlash. The film has been criticized for its modern, politically charged updates to the classic 1937 animated film, particularly following Zegler’s comments about the original Snow White, labeling it "extremely dated." Additionally, Zegler’s past remarks on Donald Trump stirred further controversy, while Gadot’s political stances regarding Israel also sparked public debate.

In response to the mounting controversy, Disney has taken unique steps in managing the film’s publicity. The March 15 world premiere will feature a highly controlled event, excluding traditional press questions, to avoid confrontations with the film's stars. This is part of a broader strategy to manage the film’s rollout, which includes non-traditional premieres, like Zegler’s performance in Spain. The studio is attempting to sidestep potential PR pitfalls by keeping the event “family-friendly” and avoiding direct interactions that might exacerbate the drama.

Despite this careful management, Disney’s marketing has been criticized for being unusually quiet. Advance ticket sales for Snow White only began a couple of weeks before its release, which some industry sources interpret as a lack of confidence in the film’s success. Comparisons have been made to other Disney releases, where promotional pushes typically begin months ahead of a film’s premiere. Nonetheless, Disney insiders argue that the delay in promotion was always part of the strategy, timed to coincide with recent star appearances, like Zegler and Gadot at the Oscars.

While the public controversies have undoubtedly shaped the film’s reception, Snow White is still on track for a strong opening, with projected box office numbers reaching $50 million to $56 million. Despite the political fallout and marketing missteps, the film’s debut is poised to be successful, though its performance may ultimately fall in line with Disney’s less successful remakes, like Dumbo (2019), unless audience interest surges in the coming weeks.