20th Century Fox apologises for violent X-Men: Apocalypse poster showing Jennifer Lawrence being choked
20th Century Fox has apologised for its "insensitive" movie poster promoting X-Men: Apocalypse featuring Jennifer Lawrence being choked.
The Oscar-winning actress stars as Mystique in the hit franchise and the latest teaser poster for the flick shows Oscar Isaac's En Sabah Nur (aka Apocalypse) choking the star.
A social media storm broke out in recent days as fans furiously expressed their anger at the violent promotion, which they say encourages violence against women.
The studio has since apologised and removed the posters from bus stops and billboards.
"In our enthusiasm to show the villainy of the character Apocalypse we didn’t immediately recognise the upsetting connotation of this image in print form," the statement read.
“Once we realised how insensitive it was, we quickly took steps to remove those materials. We apologise for our actions and would never condone violence against women.”
Actress Rose McGowan was among the vocal critics, who 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?"