A cinema owner in Missouri hired a group of people dressed as Iron Man, Nick Fury, and a squad of armed SHIELD agents to march into a premiere showing of Iron Man 3 in his cinema, as part of a publicity stunt. The group walked into the cinema after the lights had gone down.
Understandably, the patrons were terrified to see people walk into their screening with weapons and panicked, calling the police in fear that a repeat of last year’s tragedy in Colorado was about to happen. The cinema owner later told reporters that he’d planned the stunt months ago, and that only “a few” of the patrons were upset by the move.
Local police noted that if any of the cinema-goers had been armed, this could all have gone even more horribly wrong than it already did.