Disney’s promotional campaign for the film Predator: Badlands faced a setback when the Advertising Standards Authority (ASA) in the United Kingdom banned an advertisement featuring a graphic image. The ad depicted a character named Dek, portrayed by Dimitrius Schuster-Koloamatangi, holding the severed upper body of a synthetic being named Thia, played by Elle Fanning. The ASA deemed the image likely to cause fear or distress among young children.
The ASA’s decision came after receiving just two complaints regarding the ad, which critics described as “inappropriate and disturbing.” In the UK, Predator: Badlands carries a rating of “12,” indicating it contains moderate violence and threat. This contrasts with its PG-13 rating in the United States, which suggests a focus on content that may not be suitable for children under 13.
In its defense, Disney explained that the image appeared on screen for less than two seconds and that it featured a robotic character rather than a human. Nevertheless, the ASA responded by noting that the portrayal could easily be misinterpreted as human due to its realistic design. They highlighted that the depiction of the severed torso and exposed spine was sufficiently graphic to be unsettling for younger viewers.
A Disney spokesperson acknowledged the ASA’s ruling, affirming the company’s commitment to audience safety. “We take our responsibilities to audiences very seriously and strive to work closely with partners to meet the required standards,” the spokesperson stated.
While the ruling is significant, it may not have a major impact on the film’s promotion. Predator: Badlands has already exited theaters and is transitioning to home release. Although Disney will continue to market the film, the absence of the controversial image from future advertisements is unlikely to affect sales significantly.
The ASA’s decision has sparked discussions about the boundaries of promotional material, especially in relation to family-oriented films. Some observers question whether the action taken was excessive, considering the overall context of the film, which features additional frightening elements, including monstrous creatures.
As the film is set to be available for streaming on platforms like Hulu and Disney+ on February 12, 2024, and in physical formats such as Blu-ray and DVD on February 17, 2024, audience anticipation remains high. Viewers can expect a mix of thrills, with the film promising to deliver the intense action typical of the Predator franchise.
