Update (6/3, 4:30 P.M.): In a statement to The Hollywood Reporter, 21st Century Fox has apologized for the ad, citing the company's failure to recognize the "upsetting connotation of this image in print form." The full statement reads:
"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."
Original Story: There's been billboards popping up as promotion for X-Men: Apocalypse, showing Apocalypse (Oscar Isaac) strangling Mystique (Jennifer Lawrence), and Rose McGowan is calling out the film for the unsettling image.
The actress shared her thoughts on the billboard with The Hollywood Reporter, saying that it promotes violence against women:
"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?"
"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 from a 9-year-old. If she can see it, why can’t Fox?"
Other people have also voiced their opinions on the billboards on Twitter, but 20th Century FOX and the film's director have yet to comment.
Below, watch the cast of X-Men: Apocalypse reveal their favorite mutant ability with Fuse: