Sensitivity is proving to be a hard-to-grasp concept in Hollywood as of late. First Mark Wahlberg goes off about being able to prevent 9/11 on an egotistical tip, and now Warner Bros. has gone and made the same mistake in its marketing for the upcoming movie Extremely Loud And Incredibly Close, which follows a child searching the city for answers in the tragedy's aftermath.

And by same mistake we don't mean they're running around making claims about how their movie could have totally beat up those evil pilot and prevented the tragedy ala Marky Mark, but rather, posting ads that feature footage of the burning towers in subway stations around the city, including the subway that's "mere yards" away from Ground Zero

“A lot of families got upset. Why couldn’t they warn us about this?", questioned Bill Doyle, who lost his son in one of the towers. "I don’t think people really realized that these people are really still stressed.”

In response, Warner Bros. spokesman, Paul McGuire said they planned to pull the offensive ads: “It was never our intention to cause any distress,” McGuire said. “As a result, we will make best efforts to pull the material from pertinent locations."

Is this the world we live in, where every important event, regardless of weight, eventually becomes a punchline or is trans-morphed into a marketing scheme or some tasteless form of entertainment? You can do better, Hollywood.

[via NY Post]