While Netflix communicates on Twitter on the release of the film Mignonnes by Ma\u00efmouna Doucour\u00e9 on their platform, the poster chosen is rightly scandalous. An image that does not take into account the subject of the film, and is the prerogative of what the director sought to denounce. An inadmissible poster While the French poster for the film Mignonnes simply features the bursts of laughter from four college girls walking down a street in the capital, Netflix last week released an image of the group of girlfriends in their underwear, in the spotlight. projectors, in a hyper sexualized staging. A scandalous and unhealthy marketing choice if ever there was one, which inevitably and inadmissibly puts the viewer in a position of voyeur. Netflix has used a marketing spring, unfortunately not so uncommon in a world where advertising is full of images of hypersexualized young girls. Today, many advertising and media content cultivates the impunity that we observe vis-\u00e0-vis pedophile crimes in our current societies. This is what hundreds of people have lambasted on Twitter, and rightly so. How does a "simple" #poster can condition a film. Nobody at @netflix thought it might not be relevant? #cuties . The film #Cute addresses the subject of femininity & yes hypersexualization, but does not glorify it. Everything is important. pic.twitter.com\/pnu0jCRMVN- Cin\u00e9Cactus (@cine_cactus) August 20, 2020 A double fault by Netflix, fraught with consequences The director suffers the consequences of the actions of the streaming giant. Some of the tweets that carried the controversy went directly to her, accusing her of conveying child pornography images. The wave of harassment against him prompted Ma\u00efmouna Doucour\u00e9 to delete her twitter account. In addition, two petitions have been launched to demand the removal of the film from the platform, and today count more than 400,000 signatures. However, the image put forward by Netflix is \u200b\u200bprecisely what Doucour\u00e9 seeks to denounce in his feature film. The director was indeed clearing up her thoughts in a interview for BAC Films published shortly before the release of Cute, where she described the tiktok dances as being "a means of expression with hypersexualized codes which are NOT at ALL of their age". Thus, not only Netflix showed without any critical hindsight the image of these naked little girls, but the platform also completely disregarded the subject of the film, generating a controversy that unfairly harms the career of the Franco-Senegalese director. The Netflix poster comes from a scene at the very end of the feature film, where young girls are filmed as much as the scandalized reactions of their adult viewers. The focus chosen by Netflix therefore in no way reflects the vision that Doucour\u00e9 puts forward in Cute. \u00a9 NetflixA film committed to a subject too rarely discussed The film itself leaves no room for doubt about the intentions and commitment of the director. Cute follows with great realism the social journey of a young schoolgirl who lives in a modest apartment in the north of Paris with her mother and brother. As she learns that her father, who took little care of her, is returning from Senegal on the arm of a new woman, sensual dances outrageously valued by social networks burst into her life as an escape from her injuries. family. Ma\u00efmouna Doucour\u00e9 was inspired by a real phenomenon observed in her district of the 19th arrondissement, and seeks in this first feature film to denounce a society where the prospects of emancipation of young oppressed girls go through the hypersexualization of their bodies. A film denouncing a certain relationship to the body has no other choice than to exhibit the images it denounces. On the other hand, the poster constitutes a communication medium which aims to represent the film as a whole, which totally illegitimate the choice of the image exhibited by Netflix.Following the controversy, the streaming brand admitted that its poster betrayed the words of the director. They apologized as follows: \u201cWe are deeply sorry for the inappropriate poster we have used for Cute. It was neither normal nor representative of this French film which won the Sundance Festival prize. We have now updated the images and description of the film. "