An animated film featuring anthropomorphic emojis like Poop and High Five is probably not the best, um, vessel for a parody of a dystopian series in which fertile women are forced to procreate with wealthy men. But that’s exactly what happened late yesterday afternoon, when the marketing for The Emoji Movie took a decidedly dark and exceedingly ill-advised turn. In a tweet that has since been deleted, the film’s official account shared a promotional photo parodying The Handmaid’s Tale, Hulu’s acclaimed series adaptation of Margaret Atwood’s classic novel. Unsurprisingly (and delightfully), the public response was swift and savage.

That photo may have been deleted from The Emoji Movie’s official Twitter account, but the internet is sort of like that graveyard in Pet Sematary: Whatever you put in there will inevitably come back to haunt the crap out of you. So, in case you missed it yesterday, here’s a screencap:


Obviously, The Emoji Movie isn’t the first film to parody others in its marketing materials — Keanu did something similar last year with a series of posters that reimagined recent hit films with the titular kitten in the lead role, like The Revenant and Mad Max: Fury Road. Coincidentally, the latter involves a dystopian future in which women are subjugated and forced into procreating with a powerful man, not unlike The Handmaid’s Tale. The difference is that the marketing team behind Key and Peele’s kitten-centric action-comedy didn’t clumsily attempt to parody or even acknowledge that particular plot point; they just Photoshopped a cute kitten into a car.

The Emoji Movie’s Twitter account last Friday, rightfully received a healthy amount of backlash. Apparently there wasn’t a single marketing or PR person who stopped to consider the implications of the parody, or, as one Twitter user asked:

Here are a few more reactions to the image:

Other users called the parody “tasteless,” while some replied with “delete your account.” The Emoji Movie Twitter account is still at large.

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