Twentieth Century Fox has apologised for a billboard that features Jennifer Lawrence's X-Men: Apocalypse character Mystique being throttled.
The billboard has been criticised by some who are offended by the imagery of Oscar Isaac's Apocalypse choking Mystique.
Actress and filmmaker Rose McGowan says there's "a major problem when the men and women at 20th Century Fox think casual violence against women is a way to market a film".
In a statement, Fox says that in highlighting the villainy of Apocalypse, "we didn't immediately realise the upsetting connotation of this image in print form".
The studio apologised and said it was removing promotional materials with the image. Fox added it "would never condone violence against women".
