'Sleepy Hollow' Season One DVD Promo Pulled: PR Company Apologizes For 'Headless Day' In Wake Of Second ISIS Beheading

In a severe case of bad timing, a recent set of promotional ads for the "Sleepy Hollow" TV series were pulled after another U.S. journalist was beheaded by terrorist organization ISIS. The PR company also issued a formal apology for the promos that were in celebration of "Headless Day."

According to Deadline, "A marketing firm drumming up buzz for Fox's Sleepy Hollow series apologized Tuesday for launching a 'Sleepy Hollow Headless Day' home video campaign on the same day that a second captured American journalist was killed by decapitation." The promos were emailed to the press around the same time that the news broke of a video documenting the most recent U.S. journalist decapitation by the ISIS terrorist organization.

The promos, which included "commemorative eCards declaring #HeadlessDay were released to promote of the show's upcoming season one DVD and Blu-ray." The PR company (called ThinkJam) sent out a formal email stating that, "We apologize for the unfortunate timing of our Sleepy Hollow Headless Day announcement. 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."

Some social media users however feel that it would have been "too soon" for the promo regardless, citing the first tragic ISIS decapitation video of American journalist James Foley as evidence.

"@sims @theTVaddict Not sure w/ tragic news this morning regard executed journalist Steven Sotloff that #HeadlessDay campaign is appropriate" tweeted Brett Nolan, says the Baltimore Sun. They also go on to report that ThinkJam attempted to retract the promos but they had already begun to circulate on social media by the time they could issue their apology.

Here's hoping that "Sleepy Hollow" itself will not prove to be too hard to watch when it's new season airs on September 22nd.