Fans of Lee Cronin’s The Mummy have been divided by a new poster that some find too terrifying. A parent raised concerns with the Advertising Standards Authority, sparking debate on horror film marketing.

The controversial design features a mummified child with an eerie stare, evoking the fear and intrigue of Cronin’s storytelling. While some see it as a successful scare tactic, others believe it is insensitive to those who have experienced loss or trauma.

Journalist Samira Ahmed tweeted her complaint, arguing that such imagery should consider its impact on children and bereaved parents. The backlash highlights the delicate balance between artistic expression and public sensitivity in today’s media landscape.

For horror aficionados, the poster's success lies in its ability to unsettle. However, for those who have faced personal tragedies, it may feel like a painful reminder of their grief.