The folks at the Goodrich Capital 8 movie theater in Jefferson City, Missouri, have some weird ideas for entertaining their patrons. For example, in May 2013, when Iron Man 3 premiered, reports said a man walked into the theater wearing tactical gear and carrying guns. As it turns out, the theater hired the guy to give customers a little more bang for their buck. Not everyone realized that, however.

“We had just finished watching Iron Man 3. We’re just getting into the car when I spotted a man in full assault gear, carrying what appeared to be a modified M4 and 9mm on his side,” John Morlock, a retired Army veteran who suffers from PTSD, told ABC News. Morlock didn’t tell the police, but according to JCPD captain Doug Shoemaker, the department received a series of calls pertaining to the incident. As a result, officers believed they were responding to an active shooter investigation.

The Time an ‘Iron Man 3’ Publicity Stunt Went Horribly Wrong

The theater manager, Bob Wilkins, later claimed the man with the guns was there for promotional purposes and that the stunt was planned months in advance. Wilkins also said only a few people were upset, but “hundreds were entertained.” When asked if he’d taken the Aurora movie theater shooting from the previous year into consideration while planning this bizarre gimmick, Wilkins replied, “Absolutely. That’s my number-one priority every day. It’s the safety and security of our guests.” 

The theater quickly posted an apology on its Facebook page afterward. “We apologize and are sympathetic to those who felt they were in harm’s way with our character promotion for Iron Man 3,” it began. “We have worked with the Cosplacon group on many movies to dress up and help entertain our customers,” the statement continued. “We have had many complaints about the members dressed specifically as S.H.I.E.L.D. operatives carrying fake guns. We didn’t clearly tell our customers and some people didn’t realize it was for entertainment purposes.”

For the record, S.H.I.E.L.D. operatives weren’t even featured in the movie.

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