A poster for the Australian release of the Michael Bay produced Teenage Mutant Ninja Turtles reboot—showing the half-shell heroes leaping from an exploding skyscraper and advertising a Sept. 11 release date—met with widespread criticism after being tweeted by Paramount Pictures.
The poster image, tweeted by @ParamountAU, was accompanied by the message "Check out the official poster for #TMNT in cinemas September 11!" The tweet was deleted several hours later, after being passed around Twitter by offended users.
Paramount's social media gaffe, as The Daily Dot pointed out, was likely a result of slapping the Australian release date on the pre-existing poster art. The movie is slated for an Aug. 8 release in the U.S. and the studio seemingly overlooked the signifigance of the Australian release date and how it would change interpretations of the poster.
By the time the tweet was deleted, it had made the rounds on Twitter and elsewhere.