10-year-old’s complaint censors ‘Saw 3D’ ad

Saw-3d

The trailer below for Saw 3D (now updated to strip out the reference to the movie's Halloween opening) has been slapped by Britain's Advertising Standards Authority (my brother by another mother) because it scared a single 10-year-old boy. The ad, in which bloody hands and circular saw blades fly at the viewer, had been cleared to air after 7:30 p.m., and the boy didn't see it until 8:29 p.m., so they should be in the clear. But the ASA still called it "distressing" and "inappropriately scheduled," banning the ad in its current form until after 9 p.m. I guess Lionsgate could complain if they wanted to, but considering the movie's box office, they're lucky anyone still cares this much about it.