UPDATE (6/6): Fox has apologized for the controversial image, and said in a statement, according to CNN"In our enthusiasm to show the villainy of the character Apocalypse we didn't immediately recognize the upsetting connotation of this image in print form. Once we realized how insensitive it was, we quickly took steps to remove those materials. We apologize for our actions and would never condone violence against women."

As if a 48 percent score on Rotten Tomatoes wasn't enough of a hit to X-Men: Apocalypse, which debuted in theaters on May 27, Rose McGowan is calling out the film's marketing for glamorizing violence against women.

McGowan, who first shared concerns over a promotional image of Oscar Isaac's Apocalypse character choking Jennifer Lawrence's in a Facebook post, expanded on her views to The Hollywood Reporter yesterday (June 2). Billboards far and wide — which highlight the moment without any context — are troubling for the film industry and its audience, she said.

"There is a major problem when the men and women at 20th Century Fox think casual violence against women is the way to market a film," she said. "There is no context in the ad, just a woman getting strangled. The fact that no one flagged this is offensive and frankly, stupid. The geniuses behind this, and I use that term lightly, need to to take a long hard look at the mirror and see how they are contributing to society."

McGowan insisted imagery of a white man choking a black man or a straight man choking a gay man would have immediately elicited outcry, and shared a text message from a male friend she recently received that speaks to the image's potentially damaging implications.

"'My daughter and I were just having a deep discussion on the brutality of that hideous X-Men poster yesterday. Her words: 'Dad, why is that monster man committing violence against a woman?' This from a 9-year-old. If she can see it, why can’t Fox?"

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