The Italian distributor expresses remorse over the unauthorized posters, 'We are very proud of the film and regret any distraction this incident may have caused.'
BIM Distribuzione which distributes "12 Years a Slave" in Italy issues an apology for creating posters that highlighted white actors Brad Pitt and Michael Fassbender, who are in the supporting roles, and downplayed its main black star Chiwetel Ejiofor. The offending posters with the two white actors as the main focus have since been removed from circulation.
"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. All inappropriate materials have now been withdrawn," the movie distributor states. "We are very proud of the film and regret any distraction this incident may have caused."
Summit Entertainment has also cleared up the matter, insisting that the posters were "unauthorized and were not approved by any of the producers or licensors of the film." The studio said, "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."