British Supermarket Chain Apologizes for '12 Years a Slave' Display

9:59 AM PST 05/21/2014 by Hilary Lewis
@FelicityMorse/Twitter
The "12 Years a Slave" display at Sainsbury's

To promote DVD and Blu-ray copies of the film, Sainsbury's set up a mannequin dressed like Solomon Northup.

British supermarket chain Sainsbury's has apologized for a display promoting the DVD of 12 Years a Slave, which featured a mannequin wearing the same costume as the film's main character Solomon Northup.

The slave-mannequin display (pictured above) raised eyebrows when it was set up in an Oxford store and a shopper posted a widely circulated photo of the display to Twitter.

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The mannequin wore a ripped beige shirt and black pants and even had a twig in its pocket, which seemed like a bizarre way to promote DVD and Blu-ray copies of the dark film.

After a number of British media outlets wrote about the display and people complained about it on Twitter, the store apologized multiple times through its PR account and said the display has been taken down and "clearly should never have gone up in the first place."

Two of the apology tweets follow:

Entertainment One, which is handling the DVD release of 12 Years a Slave in the U.K. has not yet responded to The Hollywood Reporter's request for comment.

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