10 Movie Marketing Stunts That Backfired HARD

10. Apocalypse Choking Mystique - X-Men: Apocalypse

The marketing for X-Men: Apocalypse of course focused intently on Oscar Isaac's titular villain, though came under fire for its relentless use of one image in particular: the supervillain seemingly strangling the life out of hero Mystique (Jennifer Lawrence).

In addition to being featured prominently in trailers, the still was also used on billboards in both Los Angeles and New York City, prompting criticism that the film was attempting to promote itself with casual imagery of violence against women.

One of the most prominent critics was actress and prominent #MeToo figure Rose McGowan, who decried the ad as "just a woman getting strangled" given the total absence of any wider context.

Amid the mounting criticism, Fox apologised and eventually pulled the ads from all locations. In their attempt to depict Apocalypse as the all-powerful tyrant he is, Fox exploited emotionally charged imagery and caused themselves a major headache in the process.