‘ Exorcist’ film billboards taken down

The promotions arm of an international film company has come under fire over advertisements for a horror film that were scary enough to frighten motorists who glimpsed the billboards, and television watchers confronted with the ads.

The Advertising Standards Authority’s complaints board has upheld a volley of complaints about three versions of The Exorcist- Believer film trailer television ads screened during general viewing times.

Universal Pictures also removed billboards advertising the film after complaints they were “terrifying” prompted the authority’s complaints board decision.

The supernatural horror film featured “possessed teens” and religious symbolism. The billboard ads showed a close- up image of two girls with demonic eyes and bloody mouths. One of the girls was holding a crucifix.

Complainants said the use of religious symbolism could offend, and it was against an advertising rule to use a religious symbol in a degrading way.

“This image i s terrifying and caused me distress when seeing it on a large billboard,” one complainant said.

Another said it was “very frightening” for her daughter who was in the car with her at the time, and that the movie, which had an R18 rating, should not be advertised during the day at all.

Universal Pictures said the film was in the genre of supernatural horror and contained numerous scenes that could be scary and suspenseful.

“It would therefore be reasonable to justify that our advertising materials have been produced within the context of the product being advertised.”

Complaints about three versions of the film trailer in television ads were upheld when the authority found they screened at times in breach of the Advertising Code.

The board did not uphold complaints about the ads appearing at later times because it said sufficient additional safeguards were in place.

The board said the advertisements that formed part of the decision that was upheld were not to be used again in their current form or placement.

The Exorcist: Believer is the sixth instalment in The Exorcist franchise.

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