The Advertising Standards Authority (ASA) in the United Kingdom has prohibited Disney from airing an advertisement for the film Predator: Badlands due to concerns over a disturbing image. The image features a character named Dek, portrayed by Dimitrius Schuster-Koloamatangi, holding the severed upper body of a synthetic being named Thia, played by Elle Fanning. The ASA received two complaints stating that the depiction was “inappropriate and disturbing” for children.
This decision comes as Predator: Badlands is rated PG-13 in the United States and carries a “12” rating in the UK, signifying moderate violence and injury detail. Despite the film’s lack of human blood, the ASA determined that the image could likely cause fear or distress among younger viewers. The authority noted that the realistic portrayal of the severed torso and exposed spine could be interpreted as gory.
Disney responded to the ruling by emphasizing that the image is only visible for less than two seconds in the film and does not depict a human character. A spokesperson stated, “We acknowledge the ASA’s ruling. We take our responsibilities to audiences very seriously and strive to work closely with partners to meet the required standards.”
The ASA clarified that while the studio argued that the figure was a robot, the advertisement did not clearly communicate this. The potential for misinterpretation led to the ruling against the advertisement.
At this time, the controversy may not significantly impact Disney, as Predator: Badlands has already exited theaters. The film is currently promoting its home release, set to be available for digital streaming on February 12, 2024, and on Blu-ray, 4K, and DVD on February 17, 2024. Disney can continue its promotional efforts without using the controversial image.
While the ASA’s decision aims to protect young audiences, some may question whether the ruling is overly cautious. The film features various elements that some viewers might find more frightening than the severed body image itself, such as aggressive monsters and intense action sequences. As discussions unfold, audiences have the opportunity to share their thoughts on the appropriateness of the advertisement and the film’s overall content.
For now, audiences can explore Predator: Badlands, available for streaming on platforms including Hulu and Disney+.
