Theater owners, film studios and trade groups are scrambling PR responses to the July 20 massacre in a Colorado movie theater which has left at least 12 dead and dozens wounded at the height of the summer movie season.
The Washington, D.C.-based National Association of Theater Owners released a statement expressing support for the victims, while praising law enforcement and emergency service personnel, but also stressing the safety of going to movies.
“Guest safety is, and will continue to be, a priority for theater owners,” the trade group said. “NATO members are working closely with local law enforcement agencies and reviewing security procedures.”
Cinemark Holdings, the Texas-owned of more than 450 movie theaters, including the Aurora, Colo., site where the 24-year-old gunman opened fire, released a brief statement of condolences at the event.
James Meredith is VP of marketing and communications said the company is working closely with authorizes in the aftermath of the shooting, which took place during a midnight showing of “The Dark Knight Rises.”
“Cinemark is deeply saddened about this tragic incident,” the company said. “Our thoughts and prayers are with the victims, their families and loved ones, our employees, and the Aurora community. We are grateful for the quick and professional reaction of all local law enforcement and emergency responders.”
Warner Bros., the studio which release the Batman movie, nixed a red carpet premiere in Paris July 20 and pulled back the reins on press appearances promoting the film.
“Warner Bros. and the filmmakers are deeply saddened to learn about this shocking incident,” the company said in a statement.
Other theater chains said they are reviewing safety procedures and taking steps to reassure the public.
The National Rifle Association, the gun industry and firearm owners’ group which typically stays mum in the immediate aftermath of incidents like the Colorado shooting, said an individual unaware of the shooting posted a Twitter message on an NRA account saying “Good morning, shooters. Happy Friday! Weekend plans?”
An NRA spokesman, Andrew Arulanandam, told CNN that the comment is being taken out of context and that the group sends its thoughts and prayers to victims, their families and the community. “NRA will not have any further comment until all the facts are known,” he said.
The University of Colorado Denver Aschutz Medical Campus confirmed Friday that the shooter, James Holmes, was in the process of withdrawing from its graduate program in neurosciences. Holmes enrolled at the university in June 2011.
The school made a photo of the shooter available to the press.