In a case of timing gone tragically wrong, marketers of the Fox series Sleepy Hollow have apologized after launching a "National Headless Day" promo the same day as terrorists released a video showing the beheading of American journalist Steven Sotloff.
The promo was originally created to promote the headless horseman character from the show's season-one DVD, which is based on Washington Irving's classic short story The Legend of Sleepy Hollow.
"We apologize for the unfortunate timing of our Sleepy Hollow Headless Day announcement," marketing firm Think Jam said in a statement. "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."
The promotion involved Sleepy Hollow fans collecting and sharing commemorative eCards in honor of "National Headless Day."
Given the obvious poor timing, Twentieth Century Fox Home Entertainment also issued an apology.
"We regret the unfortunate timing of our announcement and our deepest sympathies go out to the families of all involved," the company said in a statement.
On a much lighter note, watch the video below to see Orlando Jones talk about the early success of the popular Fox show.