A Los Angeles digital marketing firm and its client Fox Home Entertainment have apologized for the poor timing of a campaign touting "Headless Day" in support of the DVD release of FOX's "sleepy Hollow" show on the same day the terrorist group ISIS released a video showing the beheading of an American journalist.
ThinkJam, a London and Los Angeles firm that prommotes movies and TV shows via digital marketing, sent out a pitch to reporters on Sept. 2 promoting "National Beheading Day."
"Heads will roll as sleepyheadds celebrate Headless Day today, September 2," read the pitch. "On this National Beheading Day, viewers everywhere can share in the fun as fans prepare for the release of Sleepy Hollow: Season One on Digital HD now and arriving on Blu-ray and DVD September 16."
Fox Home Entertainment released its own apology. "We regret the unfortunate timing of our announcement and our deepest sympathies go out to the families of all involved," the unit of 20th Century Fox and Fox Entertainment Group said.
The firm followed up the email with an apology an hour later. "We apologize for the unfortunate timing of our Sleepy Hollow Headless Day announcement," the firm said. "The tragic news of Steven Sotloff’s death hit the web as the email was being sent. Our deepest sympathies are with him and his family, and we don’t take the news lightly."
ThinkJam has worked with HBO ("Girls," "Silicon Valley"), Warner Bros. ("The Big Bang Theory") and Focus Features ("That Awkward Moment"), in addition to several assignments for Fox ("The Fault in Our Stars," "How to Train Your Dragon 2," "Turbo").
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