5 June 2016
Fox has apologised for a billboard image promoting X-men Apocalypse which is being criticised by feminists to promote domestic violence against women.
Rose McGowan, a leading vocal authority on this, in a post published on Facebook on May 25 criticised Fox for promoting X-Men: Apocalypse with an image of Jennifer Lawrence’s character, Mystic being strangled by the film’s villain, Apocalypse, a role played by Oscar Isaac.
She wrote: “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 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?”
She continued: “I’ll close with a text my friend sent, a conversation with his daughter. It follows: ‘My daughter and I were just having a deep discussion on the brutality of that hideous X-Men poster yesterday. Her words: ‘Dad, why is that monster man committing violence against a woman?’ This is from a 9-year-old. If she can see it, why can’t Fox?”
In a statement to The Hollywood Reporter, Fox apologised for the billboard: “In our enthusiasm to show the villainy of the character, Apocalypse we didn’t immediately recognize the upsetting connotation of this image in print form.
“Once we realized how insensitive it was, we quickly took steps to remove those materials. We apologize for our actions and would never condone violence against women.”
The worry of feminists and advocates for equal rights of women is not unfounded as aggressive and violent behaviour in men have been linked to television and the media in general.
However linking it to a movie about mutants has been criticized on social media; it is unreasonable, a lot of people have said.
Fox movies described the movie thus:
Since the dawn of civilization, he (Apocalypse) was worshiped as a god. Apocalypse, the first and most powerful mutant from Marvel’s X-Men universe, amassed the powers of many other mutants, becoming immortal and invincible.
Upon awakening after thousands of years, he is disillusioned with the world as he finds it and recruits a team of powerful mutants, including a disheartened Magneto (Michael Fassbender), to cleanse mankind and create a new world order, over which he will reign.
As the fate of the Earth hangs in the balance, Raven (Jennifer Lawrence) with the help of Professor X (James McAvoy) must lead a team of young X-Men to stop their greatest nemesis and save mankind from complete destruction.