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Film Trailer - Alien: The Director's Cut - Picture Production Company

Harmful

Complaint From

3 Viewers

Background

An advertisement for a film trailer, Alien: The Director's Cut featured scenes from the movie including one where an alien creature leapt from an egg- shaped pod and attached itself to an astronaut's space helmet. Shots of the characters looking terrified and screaming were shown in quick succession with shots of the alien. A voiceover at the end said ‘In cinemas, everyone can hear you scream.' The trailer ended with a close-up of the alien's face accompanied by a woman's piercing scream.

Issue

3 viewers, who saw the advertisement on C4, Sunday 26 October at approximately 6pm (during Scrapheap Challenge), complained that the content was unsuitable for scheduling at that time. One viewer said her two children, aged 2 & 4, were upset by the advertisement. All felt it was too frightening to be shown when children could be watching.

Assessment

The BACC approved the advertisement, and other versions, with post 9pm restrictions. On checking, the ITC found that other channels had also broadcast the advertisements before the watershed, contrary to the BACC's instructions. It asked for comments.

C4, E4, MTV Networks (for MTV, VH1 and TMF channels) and Paramount said the advertisements were scheduled several weeks before broadcast on the assumption that its schedule would be amended, if necessary, once cleared by the BACC. Unfortunately, the BACC's database was not checked prior to broadcast and the advertisements went to air without the BACC's restrictions applied to them. The broadcasters became aware of the error on Monday 27 October and took immediate steps to amend the schedules. C4 apologised for any upset caused to viewers. Paramount and MTV Networks have instructed their Information Systems department to put a more stringent procedure in place.

2 versions of the advertisement were shown on Sky Sports 1 and Sky Sports 3 shortly before the watershed. The ITC reminded Sky Media Sales of a previous complaint it upheld on a similar issue. (Capital One advertisement - Bulletin 21) Sky Media Sales said the commercials were scheduled during Live broadcasts to appear post 9pm . However, due to unpredictable events the breaks were transmitted early resulting in the advertisements being scheduled a few minutes before 9pm . In order to prevent this from happening again, they have put a system in place whereby any commercial with a timing restriction which is to be scheduled during a Live sporting event will be prohibited from being booked until 20 minutes past the restricted time. The ITC welcomed this approach.

Sci-Fi does not have a direct relationship with the BACC and rely on the advertising agencies to instruct them of any scheduling restrictions. This did not happen in this case and they were unaware of the restrictions until the ITC contacted them. However, Sci-Fi felt that the version they broadcast was suitable for transmission on their channel before 9pm as their programmes are not aimed at children. They believed the advertisement was neither violent nor contained gory scenes but they did agree the tone was eerie and threatening.

The ITC judged that all versions of the advertisement warranted post 9pm restrictions and asked that these be adhered to. It reminded the licensees of the need for reliable procedures to avoid such situations happening again.

Conclusion

Complaints upheld and staff intervention. Breach of ITC Code Rule 7.3.6 and Rule 4.2.3 of the ITC Rules on the Amount and Scheduling of Advertising.