The Mummy reboot posters BANNED from London Underground after commuters complain about horror movie’s ‘distressing’ pic

THE Mummy reboot posters have been banned from the London Underground after commuters complained about the film’s “distressing” image. Lee Cronin’s re-imagining of the hit movie franchise released in cinemas back in April and naturally, posters were placed inside stations across London. The Mummy reboot posters have been banned from the London Underground Credit: Getty There were complaints about the scary image of a mummified young girl Credit: PA However, commuters argued that the posters were distressing for both children and adults. The Advertising Standards Authority (ASA) received 30 complaints regarding the promotional assets which included a girl with a mummified appearance, sunken features and one eye swollen shut. Sign up for the Showbiz newsletter Thank you! They stated that the posters should not be displayed in areas where they could be visible to children. The campaign was defended by Warner Bros who said the posters were created with “due responsibility to consumers and society” and was not designed to create fear or offence. The distributor explained that the character on the post was a “living mummy” who was returned back to her parents as a young girl, years after she was kidnapped as a child. They argued that a neutral expression was used on the girl’s face to avoid any distress from anyone who saw it. Warner Bros added that the designs had been cleared by Transport for London’s advertising partner Global, to be put up across the London Underground. However, the complaints were upheld by the ASA as they stated: “Because the figure had recognisable human features, we considered that viewers were likely to understand it as a realistic depiction of a dead child. Most read in Showbiz “We considered the image was likely to distress young children and that it was unsuitable for display where it was likely to be seen by them. “We therefore concluded that the ads were unsuitable for outdoor display and therefore breached the code.” Back in April when the film released, Tom Hiddleston‘s fiancee Zawe Ashton was among one of the people who expressed displeasure in the promotional assets. Zawe shared it on her Instagram stories as she raged: “I’m sorry, what FRESH HELL is this? Tom Hiddleston’s fiancee Zawe Ashton took aim at the poster Credit: Getty The BBC’s Samira Ahmed revealed she complained to the The Advertising Standards Authority Credit: Getty “Is this the level of normalisation, the disturbing images of dead and mutilated children has become? What the hell is this poster? @warnerbros @blumhouse.” BBC presenter Samira Ahmed revealed on X that she also sent a complaint to the ASA. She explained: “Just submitted by complaint to the Advertising Standards Authority about this poster ad at tube stations. “Why is there so little consideration of the impact of such images on children? (And one might add, on bereaved parents).” The film follows a family who is reunited with their long-missing partially-mummified daughter, before realising that she is possessed. The principal cast includes Jack Reynor, Laia Costa, May Calamawy, Natalie Grace and Shylo Molino. The critics response to the reboot was divided, with some criticising the tone and identity while others praised the technical craft. It was a box office success, garnering $90.6 million worldwide against a $22 million budget. Comment now