Movie bosses at Warner Bros. have reportedly pulled trailers for new movie Gangster Squad from cinemas following the midnight massacre at a screening of The Dark Knight Rises in Colorado.
The film company executives have already released a statement offering their sympathy to the families of the victims of the shooting incident, and they've scrapped the Friday night premiere of the Batman film in Paris.
And now, the studio heads have pulled promotional trailers for Sean Penn and Ryan Gosling's new Mafia versus police film, according to reports - because it features a scene in which men open fire on an audience in a cinema.
Ironically, the trailer was showing before The Dark Knight Rises.
James Holmes, 24, has been identified as the gunman who killed 12 and injured many more film fans when he hurled a gas canister into a packed cinema auditorium in Aurora, Colorado and then opened fire.
Watch "Gangster Squad (Featurette) [FULL HD]"