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Ads for Idris Elba's Bastille Day movie pulled in wake of Nice attack

Studiocanal has pulled the advertising for movie Bastille Day in France, following the Nice attack.

Adverts for Idris Elba movie Bastille Day have been pulled in France following the Nice attack.

Bastille Day, which stars Elba as a CIA agent trying to foil a bombing in France, was released in an estimated 233 cinemas Wednesday (13Jul16), just a day before the truck attack that unfolded in the southern city during celebrations of the actual Bastille Day, the country’s national holiday.

At least 84 people were killed, including more than 10 children, after the driver ploughed through the Promenade des Anglais late on Thursday night (14Jul16), before being shot dead by police.

France's leader President Francois Hollande has condemned the attack, describing it as of "an undeniable terrorist nature".

Accordingly, Studiocanal, which financed, sold, and distributed the film in France, has pulled all of its billboard and digital advertising. Cinema chains will decide whether to take down front-of-house promotion, and Studiocanal executives have also offered French cinemas the option of pulling Bastille Day from their theatres entirely, according to The Hollywood Reporter.

Release of the movie, directed by James Watkins, had already been postponed following the deadly terrorist attacks in Paris last November (16), as the plot begins with a fatal bomb attack on the French capital.

The film, which also stars Cinderella star Richard Madden, was released in Britain in April (16) and is also currently playing in Italy. Although cinemas were closed Friday in Nice, they were open in the rest of France.

The country will now observe three days of mourning starting Saturday (16Jul16). Focus Features has U.S. distribution rights to Bastille Day but has yet to release it.

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