Production company, 20th Century Fox has apologized for the “X-Men: Apocalypse” promotional advertisement showing Jennifer Lawrence’s character Mystique being choked by villain Apocalypse.
“In our enthusiasm to show the villainy of the character Apocalypse we didn’t immediately recognize the upsetting connotation of this image in print form,” Fox announced in a written statement. “Once we realized how insensitive it was, we quickly took steps to remove those materials. We apologize for our actions and would never condone violence against women.”
The company has decided to remove the image from all of its promotions.
There was plenty of backlash against the company and its depiction of violence towards women. Feminist and actress Rose McGowan was very vocal in her opposition during an interview with 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,” McGowan said. “There is no context in the ad, just a woman getting strangled. The fact that no one flagged this is offensive and frankly, stupid.”
— Hollywood Reporter (@THR) June 2, 2016
McGowan continued, “The geniuses behind this, and I use that term lightly, need to take a long hard look at the mirror and see how they are contributing to society,” she said. “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?”
While McGowan is in opposition to the advertisement, some Twitter users were in disagreement with Fox’s choice to apologize for the ad.
@CBR they didn’t need to apologize. That ad is fine
— Ikeem Anderson (@HOLLOWGOKU100) June 4, 2016
@CBR This is absolutely idiotic. I wouldn’t apologize for these weenies who are morons. Omg I’m so mad.
— MelinaMinaVader (@MelinaVader) June 4, 2016
@9GAGTweets oh boy, political correct wins again
— Son of Neptune (@danadeyoju) June 6, 2016