The Emoji Movie makes major marketing gaffe

The Emoji Movie has made a major marketing mistake by spoofing powerful drama The Handmaid’s Tale. The upcoming kids animated film posted a tweet which featured an emoji wearing a handmaid’s robe and hat with the title “A Smartphone Original: The Emoji’s Tale.” It was also captioned with “Blessed be the Emoji.”

The tweet has since been deleted, but was online for a couple of days and therefore screen-grabbed by many, see it for yourself below:

who….thought……this………was…………..a………………good………..idea? pic.twitter.com/cV7p3UCfzH

— eve peyser (@evepeyser) July 24, 2017

Unsurprisingly, many have reacted to the controversial post, calling it “tasteless” and “awful”:

wait do emojis do that gross rape ritual or did the marketing team not think this through

— jkr (@jonnyricers) July 24, 2017

My husband on the Emoji Movie and that awful Handmaid's Tale tweet. (Sharing with permission.) pic.twitter.com/XrdIoS541p

— Tomris Laffly (@TomiLaffly) July 24, 2017

This is really tasteless.

— ella dawson (@brosandprose) July 24, 2017

Delete your account.

— BCC (@ByCommonConsent) July 24, 2017

Do scheindlers list next

— Jeremy Wein (@thismyshow) July 24, 2017

https://twitter.com/lucas_hack12/status/889600382044954625

https://twitter.com/ClaireAgincourt/status/889604985196912640

Oh you've got jokes on the subjugation, rape and societal betrayal of women! Can't wait to take my kids!

— Kirsten (@KikiHavens) July 24, 2017

Sony’s Marketing team is yet to comment on the matter but expect an official apology soon. The Emoji Movie hits theaters on July 28th.