#NotBuyingIt Campaign Causes 20th Century Fox to Pull X-Men Poster Glorifying Violence Against Women
20th Century Fox's recent "X-Men: Apocalypse" poster depicts Jennifer Lawrence’s character Mystique being strangled by Oscar Isaac’s character Apocalypse. In an attempt to promote the film, the ad also appears to glorify violence against women. That's why we sprang into action with a #NotBuyingIt campaign. Joined by celebrities like Rose McGowan and Twitter users around the world, 20th Century Fox apologized and removed the poster.
As 20th Century Fox's X-Men: Apocalypse stormed theaters over the long weekend, critics took aim at billboards featuring Oscar Isaac's Apocalypse choking Jennifer Lawrence's Mystique. Among them was Rose McGowan, who elaborated on a May 25 Facebook post to THR: "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.
Rumor has it that Jennifer Lawrence might be getting a solo film for her X-Men character, Mystique. If that pans out, we can only hope the marketing department comes up with a poster that's less demeaning and violent than this number. X-Men: Apocalypse poster showing 'Mystique' in a chokehold
If you saw a billboard poster where a man had his hand around a woman's throat as she struggled to breathe, chances are you'd be shocked. As a clear example of violence against women, most people would either expect it to feature a slogan about domestic violence awareness, or face the wrath of the public.
In the trailers for X-Men: Apocalypse, Jennifer Lawrence's Mystique takes center stage, delivering an emboldening speech to the new X-Men as they prepare for their fight against Apocalypse (Oscar Isaac) and his Four Horsemen. So cool, right?
Yes, we all understand that action movies are not reality and that mutants are not real women. That said, do you think anybody at Fox gave a moment of thought to the issues of offscreen violence to women when it decided that an image of Jennifer Lawrence's Mystique being choked was a hot idea as the symbol of its new blockbuster?
"We didn't immediately recognize the upsetting connotation of this image in print form," studio told TheWrap 20th Century Fox has apologized for marketing images of "X-Men: Apocalypse " that feature Jennifer Lawrence's mutant character being choked by Oscar Isaac 's villain.
Our #NotBuyingIt and #MediaWeLike campaign inspires people to join together in celebrating good representations and calling out the bad, everywhere from advertising to merchandising. At the Super Bowl, our #NotBuyingIt / #MediaWeLike campaign ignites a global conversation, engaging millions in calling for better representation for all.