Twentieth Century Fox issued an apology Thursday for creating fake news websites as part of a digital marketing campaign for its upcoming film A Cure for Wellness.
“In raising awareness for our films, we do our best to push the boundaries of traditional marketing in order to creatively express our message to consumers. In this case, we got it wrong,” the studio said in a statement Thursday. “The digital campaign was inappropriate on every level, especially given the trust we work to build every day with our consumers.”
“We have reviewed our internal approval process and made appropriate changes to ensure that every part of a campaign is elevated to and vetted by management in order to avoid this type of mistake in the future. We sincerely apologize.”
A Cure for Wellness stars Dane DeHaan as a young company man tasked with retrieving his CEO from a mysterious wellness center in the Swiss Alps, but who soon finds that the place is not what it seems. The Gore Verbinski-directed horror film is due out in theaters on Friday.