In an Digital Spy article, Mirror Mirror director Trasem Singh admitted his frustration with the film’s ad campaign:
“I’m really angry at the trailers […] I’m a director, I guess, so I always get pissed at them! The movie looks fantastic and the trailers look so hammily off. The posters are okay, they’re still neutral, but we’re trying to get the film out there so people don’t judge it by the trailer.”
Singh also said about his involvement in cutting the film’s trailers:
I backed away from it a bit. I fought that fight on Immortals and I found that I was taking my eye off the movie. I said I’ll fight for the movie, but marketing can fight for how you want to sell it.
No unshot movie will ever fill me with such shuddering contempt and apopletic loathing as Jerry Bruckheimer and Gore Verbinski’s The Long Ranger, which will hit screens in December 2012. I want to hate on this film so badly my saliva-drool is staining the carpet. There’s no option for Johnny Depp but to portray Tonto as a Native American Jack Sparrow. And poor Armie Hammer, such a perfect fit as the Winklevi twins in The Social Network, using his straightforward blue-eyed jockiness to play the Lone Ranger? In a script written by the thoroughly corrupted Ted Elliott and Terry Rossio? The only element affording a sliver of hope is that Revolutionary Road screenwriter Justin Haythe is co-credited.