Publicity firm Thinkjam has apologized for the timing of a marketing campaign launched Tuesday to promote the Season 1 DVD release of Fox hit “Sleepy Hollow.”
The campaign urged fans of the show to share eCards in honor of National Headless Day. The unfortunate slogan coincidentally came out at the same time which tragic news broke that U.S. journalist Steven Sotloff had become the second American beheaded by terrorist group ISIS in a graphic video.
“We apologize for the unfortunate timing of our Sleepy Hollow Headless Day announcement,” said Thinkjam in a statement to TheWrap. “The tragic news of Steven Sotloff’s death hit the web as the email was being sent. Our deepest sympathies are with him and his family, and we don’t take the news lightly.”
Sotloff is the second American journalist executed by ISIS on video, following James Foley’s gruesome beheading in August. A third man, a British aid worker named David Haines, is shown in Sotloff’s video and threatened with beheading if the United States doesn’t bend to ISIS’ will.
“Had we have known this information prior, we would have never released the alert and realize it’s in poor taste,” Thinkjam concluded. “Please accept our sincerest apologies.”
Twentieth Century Fox Home Entertainment has also weighed in, saying it “recognizes and apologizes for today’s promotion for the Season One DVD release of Sleepy Hollow. We regret the unfortunate timing of our announcement and our deepest sympathies go out to the families of all involved.”