Film studio 20th Century Fox has apologized for a billboard ad that features Jennifer Lawrence’s X-Men: Apocalypse character ‘Mystique’ being strangled with a choke hold by the fictional character ‘Apocalypse’. The huge billboard, which had been on display in major cities such as Toronto, Los Angeles, and New York, has been criticized as being offensive. Among the voices in opposition is the head of a non-profit organization in Toronto trying to end violence against women. Fox appeared to take action, but only after actress and filmmaker Rose McGowan spoke out, saying there’s “a major problem when the men and women at 20th Century Fox think casual violence against women is a way to market a film.” In a prepared statement, Fox responded by saying “We didn’t immediately realize the upsetting connotation of this image in print form. Once we realized how insensitive it was, we quickly took steps to remove those materials.” Complaints also came from people online, some of whom were parents saying the image was disturbing to their children. Many of the billboards were placed in high-traffic areas, including near highways, parks and close to residential areas.
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