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Italian distributor sorry for 12 Years A Slave posters

Images which put Pitt and Fassbender above star Ejiofor withdrawn.

The Italian distributor that made posters for '12 Years A Slave' which put its white stars ahead of its black lead Chiwetel Ejiofor have apologised.

BIM Distribuzione has now withdrawn the posters, which were snapped in a cinema lobby and quickly went viral.

[Italian 12 Years A Slave posters ignore star, go for Pitt]



One featured a large headshot of Brad Pitt, despite him only having a small role in the film, with Ejiofor relegated to a side-on picture below.

“We apologize for creating and releasing unauthorized posters for ’12 Years A Slave’ in Italy featuring Brad Pitt and Michael Fassbender in a manner inconsistent with approved advertising materials,” read a statement.

“All inappropriate materials have now been withdrawn. We are very proud of the film and regret any distraction this incident may have caused.”

The posters first came to light after a blogger by the name of Carefree Black Girl published the picture.

“I was at the movies the other day (I live in Italy) and I saw the poster for '12 Years A Slave'. I’ve been following the press for months and I can’t wait to watch it but REALLY?” she wrote.

[Morgan Freeman mistaken for Mandela on billboard]

“I don’t remember Brad Pitt being the protagonist of the film or having such a pivotal role in the story to stay in the middle of the poster.

“I sure don’t know anything about marketing strategy to appeal audiences but isn’t this going to far?”

Distributor Lionsgate condemned the posters immediately, and called for their withdrawal.

“The ’12 Years A Slave’ theatrical posters featuring Brad Pitt and Michael Fassbender that were recently released in Italy were unauthorized and were not approved by any of the producers or licensors of the film,” read a statement.

“Summit Entertainment, acting as exclusive sales agent for the licensors, is investigating and taking immediate action to stop the distribution of any unauthorized posters and to have those posters currently in the marketplace recalled.”

The film is out in the UK on January 24, and is likely to trawl gongs over the forthcoming awards season.