New York — Twentieth Century Fox has apologised for a billboard that features Jennifer Lawrence's X-Men: Apocalypse character Mystique being strangled.
The billboard has been criticised by some who are offended by the imagery of Oscar Isaac's Apocalypse choking Mystique.
Here is a pic of the billboard ad:
Love this ad campaign. At its core X-Men has always been about one principle; choking ladies. #XMenApocalypse pic.twitter.com/Svrn831P1G— Keith Carey (@keithtellsjokes) May 6, 2016
Love this ad campaign. At its core X-Men has always been about one principle; choking ladies. #XMenApocalypse pic.twitter.com/Svrn831P1G
Actress and filmmaker Rose McGowan slammed the advertisement by highlighting the fact that people have become too comfortable with men abusing women.
She told The Hollywood Reporter: "There is a major problem when the men and women at 20th Century Fox think casual violence against women is the way to market a film. There is no context in the ad, just a woman getting strangled.
"The fact that no one flagged this is offensive and frankly, stupid. The geniuses behind this, and I use that term lightly, need to to take a long hard look at the mirror and see how they are contributing to society. Imagine if it were a black man being strangled by a white man, or a gay male being strangled by a hetero? The outcry would be enormous.
"So let's right this wrong. 20th Century Fox, since you can't manage to put any women directors on your slate for the next two years, how about you at least replace your ad?"
Wake up, basics pic.twitter.com/aYkQodGdQH— rose mcgowan (@rosemcgowan) June 3, 2016
Wake up, basics pic.twitter.com/aYkQodGdQH
In a statement, Fox said that in highlighting the villainy of Apocalypse, "we didn't immediately realize the upsetting connotation of this image in print form."
The studio apologised and said it's removing promotional materials with the image. Fox added that it "would never condone violence against women."
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