The Goodrich Capital 8 Theater in Jefferson City, Missouri, thought it would be a really great idea to "entertain" customers who had come to see Iron Man 3, that it hired a bunch of cosplay actors to dress up as the titular character, and an entourage of gun-toting, body-armor wearing "S.H.I.E.L.D." agents from the movie.
In the era following the massacre at a screening of Dark Knight Rises in Aurora, Colo., what could possibly go wrong by having a bunch of people walking around a cinema holding replica automatic weapons?
The theater has since apologized for upsetting its customers, and insisted it was not a publicity stunt. Here are some images of the event from Imgur:
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