It was the rallying cry heard ’round the world following that fateful day of Sept. 11, 2001–and it’s still a very sensitive topic for many in the United States and beyond.
Paramount Pictures Australia came a little too close to that memory for comfort in promoting its upcoming film Teenage Mutant Ninja Turtles–and had to issue a quick apology after social media took notice.
Paramount’s biggest end-of-summer blockbuster looks to be the Michael Bay ACME-explosives-gone-haywire Teenage Mutant Ninja Turtles.
To commemorate the festivities, the company released this ill-considered tweet: “Check out the official poster for #TMNT in cinemas September 11.”
No biggie, until you see the poster: Take a good look.
The association was clear and unforgivable for some.
Social media users went ballistic, targeted their angst at the movie company and forced the removal of said tweet along with this statement:
“We are deeply sorry to have used that artwork for the marketing materials promoting the September 11 opening in Australia. Combining that image and date was a mistake. We intended no offence [sic] and have taken immediate action to discontinue its use.”
This move was almost certainly not intentional, but the image and the historical event are simply too close for comfort. Our question: was this a strategic oversight or another American Apparel-like case of a young, unaware social media manager?