The film's marketing campaign in the United Kingdom was disrupted by the London bombings in July 2005. Advertisements on London's public transport system (including the bus that had exploded) had included posters that carried the quote, "Outright terror. . . bold and brilliant", and depicted a terrified woman screaming in a tunnel. The film's theatrical distributor in the UK, Pathé, recalled the posters from their placement in the London Underground and reworked the campaign to exclude the word "terror" from advertised reviews of The Descent. Pathé also distributed the new versions to TV and radio stations. The distributor's marketing chief, Anna Butler, said of the new approach, "We changed tack to concentrate on the women involved all standing together and fighting back. That seemed to chime with the prevailing mood of defiance that set in the weekend after the bombs. " Neil Marshall stated in a review "Shauna was pretty upset about it; it was on newspapers all across the county" and cites the attacks as harming the film's box office, as "people were still trapped underground in reality, so no one really wanted to go see a film about people trapped underground. . . ". Many commentators, including writers for Variety and The Times, remarked on the rather unfortunate coincidence.
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