After the shootings in El Paso, Texas, and Dayton, Ohio, over the weekend, Universal has chosen to pause marketing on its upcoming feature The Hunt, a thriller in which the wealthy elite hunt down other human beings for sport. The film’s premise sounds a lot like The Purge meets “The Most Dangerous Game,” and although its release is still set for September 27, the Wall Street Journal reports that the film’s advertising is now under review.

A representative for Universal told the Journal: “Out of sensitivity to the attention on the country’s recent shooting tragedies, Universal Pictures and the filmmakers of The Hunt have temporarily paused its marketing campaign and are reviewing materials as we move forward.” Blumhouse produced both The Purge and The Hunt, and has made a reputation for churning out modestly budgeted hits. (The studio also produced Get Out and last year’s Halloween reboot.)

In recent years Hollywood has delayed numerous releases in the wake of real-life violence. USA delayed the finale of Mr. Robot season one in 2015 after a violent on-air shooting in Virginia, and also postponed the premiere of the Ryan Phillippe drama Shooter multiple times due to violent massacres. Paramount’s Heathers also pulled and edited episodes several times for the same reason—specifically school shootings—while American Horror Story: Cult edited a mass-shooting scene as a direct response to the Las Vegas shooting in 2017.

Although such instances seem to interfere with TV launch plans more often, films have faced similar delays as well. As the Journal notes, Warner Bros. pushed back the release of the Arnold Schwarzenegger vehicle Collateral Damage in the wake of September 11, while a remake of Death Wish got postponed after the Las Vegas shooting as well. The tactic has become so common that in 2017, BoJack Horseman dedicated an entire episode to the phenomenon—and openly mocked its futility. Because as horrific as all of these shootings have been, the most recent ones will certainly not be the last ever—at least until something is done to address the factors that cause these massacres in the first place.

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