After “X-Men: Apocalypse” controversy, let’s find men in peril
20th Century Fox took some heat for the above billboard ad for “X-Men: Apocalypse.” Why? Because it showed a woman in jeopardy. Many cried foul. In response, Fox apologized and took the billboard down.
You can argue that the ad merely depicted a scene from the movie. Fox insists they were merely looking to capture the power of Apocalypse.
So why didn’t they show an image of Apocalypse beating down one of the male characters? Or, perhaps they could have stuck with the movie poster featured to the right, which shows Apocalypse holding a skull. it was intimidating enough for the one sheet; why not the billboard ad?
(And before you getting into aspect ratios, that’s something a good marketing department can fix over a ham sandwich.)
“So what if it depicts violence towards women?” you ask. “Not like someone will see the billboard and go beat a woman.” Ask yourself this: if the goal is to show a man’s power, why does it have to always be over a woman.
“But that’s what happens in the movie!” Yeah. In context. But Xavier also gets his ass handed to him. Why isn’t that up there?
Let’s also look at the larger issue. When’s the last time you’ve ever seen a billboard image of a man in jeopardy? In particular, a white male? I’m sure there’s one out there, but I’m hard pressed to find it. Hopefully someone can so we can find some kind of equivalency.
Which is why I’m offering a free ebook copy of “By Virtue Fall” if you can find a movie poster (it can even be foreign!) that depicts an image parallel to that of the “X-Men: Apocalypse” choke hold.
For more on the controversy, check out the article from Deadline.