Fox caved on pressure from Rose McGowan and several of her braless underemployed Hollywood friends and removed their billboards for X-Men featuring Apocalypse choking Mystique. When making a movie where women get punched, kicked, stabbed, shot, and eviscerated, it's important to apologize halfheartedly for a one-sheet featuring the movie's climactic moment:
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.
So, you're giving away the $400 million worldwide gross to date to a women's shelter? Amber Heard is beating you in gratuitous platitude points.
The mere mention of racism, sexism, or homophobia sends corporations into a whirling dervish of over responsiveness. Like when your girlfriend says you only like her for sex. Put out a fucking press release and ask her if you guys can hang out with her parents next weekend. Back peddle pronto if you happen to like money or pussy.
Empty accusations are met by empty apologies just to ensure everybody is a loser. Jackson and Sharpton used to have to at least produce a rally before extorting companies. The digital information age has made everybody lazy. McGowan's kamikaze oath to the Emperor of Never Working In This Town Again gets worse from here. Never bargain with terrorists.
Photo credit: 20th Century Fox/X-Men Apocalypse