Fox sends out seriously ill-timed 'Sleepy Hollow' release
A firm's plan to drum up interest in the show’s Sept. 16 digital, Blu-ray and DVD release turned into a PR nightmare for the network.
The firm, ThinkJam had sent out a cheery email to journalists with these opening words:
Heads will roll as sleepyheads celebrate Headless Day today, September 2. On this National Beheading Day, viewers everywhere can share in the fun as fans prepare for the release of Sleepy Hollow: Season One on Digital HD now and arriving on Blu-ray and DVD September 16.
We hope you like them and are able to share them with your readers! If you share via your social media platforms, please tag them with #HeadlessDay!
They also included four e-cards with inscriptions such as "Does this axe make my head look small?"
The email arrived in journalists inboxes just as news was breaking that journalist Steven Sotloff had been beheaded at the hands of ISIS militants. This was also 14 days after video surfaced of the same group beheading captured American photojournalist James Foley.
The firm immediately issued an apology:
We apologize for the unfortunate timing of our Sleepy Hollow Headless Day announcement. 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.
Had we have known this information prior, we would have never released the alert and realize it’s in poor taste.
Please accept our sincerest apologies.
Sleepy Hollow Team