Thursday, March 15, 2012

"Mirror Mirror" on March 30th

When Relativity Media first began promoting their new movie Mirror Mirror, a film title had not yet been chosen. An early poster and ad simple referred to it as Untitled Snow White Project.

June 2011 Untitled Poster

2011 Magazine Promotion.

Then on November 5, 2011, it was announced that the picture would be named Mirror Mirror. Around the 19th of December, two official posters were revealed with a release date of March 16th, 2012.

Poster images copyright Relativity Media.

The film stars Lily Collins as Snow White and Julia Roberts as the Evil Queen, and it's being billed as a "high style romantic comedy." The story is familiar, of course, but the twist is that Snow and the Queen are both competing for the love of Prince Andrew Alcott played by Armie Hammer. And the dwarfs are bandits. The movie also features Nathan Lane as Brighton, the blundering servant to the Queen, plus Sean Bean, Mare Winningham, and Michael Lerner.

The trailer was released mid November, 2011 along with these promo images.

Also see the promotional pics from last October.

Relativity Media started this project back in June of 2010, and at that time, they weren't facing any known Snow White opposition. But things changed in September of that year when Universal Pictures announced their own version, Snow White and the Huntsman. Two feature films would now be in direct competition for the Snow White market (see Film Comparison Chart in earlier post).

In May of 2011, Universal attempted to trump Relativity by moving Huntsman up to a June 1, 2012 release date. Nine days later, Mirror Mirror leapfrogged back in front with a March 16th date. That's tomorrow. But apparently, that was too soon for them because once again, opening day was changed, this time backwards. Here's a new poster that came out March 1st listing an April 2nd release date...

But this is also incorrect. Word is the official release date has now been moved to the 30th of this month.

So whenever it may finally premiere--and no matter how well it fares at the box office--Mirror Mirror is certainly one of the many particulars adding to the 2012 celebratory year for Snow White.


  1. "'s being billed as a "high style romantic comedy."
    Ah, so not based on the Gregory Maguire book of the same name, also based on the Snow White story.

  2. They've changed the release date on this film so many times that its been a bit confusing. But according to my local theater info the movie isn't opening until the 30th.

  3. Elana-- I did a quick search online and I see that you're absolutely correct...not until the 30th. Thanks. I will adjust the post.