Milly Shapiro Hereditary

Oops: Hereditary horror trailer sends parents, kids fleeing Peter Rabbit screening

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Apr 27, 2018

Hereditary is an upcoming horror movie with a trailer featuring, as this humble author wrote, the “scariest kid since The Exorcist.” And while its trailer does predominantly feature a child, the R-rated A24 release probably shouldn’t be shown in front of children’s films. But kids in a theater outside Perth, Australia, either were judged to be burgeoning gorehounds or became the victims of a hilarious accident when their theater led a screening of the remarkably unscary Peter Rabbit with the horror preview. The results will not surprise you.

On a holiday in the middle of the week, it was the perfect time to take the kids to the movie. But the increasingly scary trailer, which at one point features a person engulfed in flames, wasn’t met with the reaction its director presumably wanted. “It was dreadful,” a parent at the screening told Australian news site WAtoday. “Very quickly you could tell this was not a kid’s film. Parents were yelling at the projectionist to stop, covering their kids’ eyes and ears.” One person at the theater described a scene with a parental exodus, people fleeing “the cinema with their kids in tow.”

Wanna see what trailer caused the panic? Check it out:

So yeah. NSFK. That’s "kids" there on the end. So the theaters, obviously embarrassed after subjecting children to that harrowing experience, wanted to apologize and compensate their customers. Unfortunately, though Event Cinemas in Innaloo released a statement reading, “As soon as the staff onsite were made aware of the situation yesterday, the trailers were taken off-screen immediately and all patrons were given complimentary tickets as a gesture of goodwill,” those complimentary tickets expired the day of the offending trailer usurpation.

Not great. “We had been told they were valid for a month, but they were out of date,” one parent said. The theater insists that the free tickets will be honored until next year, regardless of the expiration date, but imagine having to explain yourself to the ticket taker the next time you go to the movies. Something like: “No, I was one of the parents who was shown the movie about the haunted murder child before the animated bunny film.”

In any case, it seems like some amicable arrangement has been met, and it even found peace before Hereditary actually comes out on June 8. Just, y'know, don't bring the kids.