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U.K. Watchdog Reprimands Studio Canal for 'Evil Dead' TV Ads

Evil Dead Jane Levy Screaming - H 2013
TriStar Pictures
"Evil Dead"

The campaign for Fede Alvarez's reboot of the cult horror classic drew 28 complaints for having aired spots when kids were likely to watch.

LONDON -- Studio Canal, the French owned U.K. distributor of Fede Alvarez's Evil Dead reboot, has found itself in hot water for its TV advertising campaign for the movie's rollout.

The Advertising Standards Authority said Wednesday a series of four ads for the show -- including a scene featuring a a girl in a white bloodied dress with her head bowed -- had received 28 complaints from viewers.

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The majority of complaints -- 25 of the 28 -- challenged whether or not two of the ads were inappropriately scheduled after they had been cleared by Clearcast with an ex-kids restriction, which meant they should not be shown in or around programs made for, or specifically targeted at, children.

But the ASA said despite the fact the ads had not been shown around children's programming they had still aired during the day and should have been given a post 7:30 p.m. restriction.

In its defense, Clearcast said it had "undertaken a long process viewing the different edits" until it was satisfied that the "correct scheduling restrictions" had been applied.

The ASA upheld the 25 complaints about scheduling.

The movie, released in the U.K. in April this year, took just north of $5 million at the box office.