Melbourne theatre Cinema Nova will no longer play an advertisement about Australia Day following a complaint that labelled it as “propaganda”.
According to 7news.com.au, the ad from the National Australia Day Council had been played before screenings at the popular Carlton cinema.
It reportedly featured Australians from different backgrounds, including Indigenous Australians, and spoke of the history of European settlement. It concluded with: “We’re all part of the story”.
But the ad has since been removed after a complaint on Twitter, with a social media user saying the ad had made her feel “uncomfortable”.
“I love coming to your cinema to switch off and watch a good film at a great venue,” the user said.
“However, we were made uncomfortable by the Australia Day ads that you have screening.
“This is highly inappropriate for mob to have to pay to sit through. I hope you reconsider.”
The cinema responded in less than an hour to announce it would no longer screen the ad.
“Our pre-film adverts are prepared by a 3rd party and provided to us for screening and, given reduced in-office hours presently, may not have been vetted with our usual care,” Cinema Nova said.
“We would never intentionally make our valued customers feel uncomfortable, so we will remove the associated propaganda from further sessions.
“We hope to welcome you back soon.”
Thanks @merikiko for raising this with us. Our pre-film adverts are prepared by a 3rd party and provided to us for screening and, given reduced in-office hours presently, may not have been vetted with our usual care. (1/2)
— Cinema Nova (@cinemanova) January 8, 2021
Featured image source: Twitter/@cinemanova
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