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.