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(NEW YORK) -- Fox Home Entertainment and a PR firm hired to promote the company's Season One DVD release of Sleepy Hollow have issued apologies for launching a campaign featuring the hashtag "HEADLESSDAY" on Tuesday, the same day that news broke that U.S. journalist Steven Sotloff was purportedly beheaded by the militant group ISIS.
According to The Hollywood Reporter, an email to entertainment reporters stated, "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!"
Fox Home Entertainment issued an apology saying, "Twentieth Century Fox Home Entertainment recognizes and apologizes for [Tuesday]’s promotion for the Season One DVD release of Sleepy Hollow. We regret the unfortunate timing of our announcement and our deepest sympathies go out to the families of all involved."
ThinkJam, the PR firm behind the campaign, issued the following statement: "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."
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