A chilling image is sparking outrage across London. The poster for the new horror film,The Mummy, has been accused of traumatizing commuters, particularly children, with its unsettling depiction of a resurrected child.
This isn’t the classic mummy tale of Brendan Fraser. Director Lee Cronin delivers a terrifying twist: the mummy isn’t an ancient pharaoh, but a young girl, Emily Mitchell, who vanished years ago and is discovered within a sarcophagus, brought back to a horrifying new life.
The poster itself is the source of the controversy. It showcases a gaunt, grey-toned face – that of actress Natalie Grace – partially concealed by traditional mummy wrappings, her single visible eye staring directly at the viewer. The tagline, “Some things are meant to stay buried,” adds to the disturbing effect.
Public reaction has been swift and strong. One commuter, Samira Ahmed, posted on social media, lodging a complaint with the Advertising Standards Authority, questioning the lack of consideration for the impact such imagery could have on children – and even bereaved parents.
Others echoed her concerns, describing the image as a “photo-realistic image of a child corpse” and arguing that its disturbing nature speaks volumes about a desensitized society. Playwright Rebecca Reid shared that the poster terrified her three-year-old, questioning why horror imagery is deemed acceptable while other advertisements are carefully regulated.
Transport for London (TfL) confirmed that all advertising must adhere to strict guidelines, and indicated the posters were nearing the end of their scheduled run as the advertising campaign concluded. They also acknowledged receiving complaints and promised a response.
The Advertising Standards Authority is currently assessing the complaints, specifically questioning whether the posters are appropriate for public viewing, given the potential distress to young children. This isn’t the first time TfL’s advertising policies have faced scrutiny, with past controversies involving imagery deemed indecent or violent.
However, not everyone is critical. Some horror fans applaud the poster’s effectiveness, arguing that a truly frightening horror film should evoke discomfort. They point to the history of provocative imagery used to promote other iconic horror franchises likeSaw.
Critics warn thatThe Mummydoesn’t shy away from graphic content. One review describes the film as delivering “hardcore gore” – a deliberately unsettling experience designed to shock and disturb. It’s a film that doesn’t pull punches, promising a truly terrifying experience for those who dare to watch.
