As the UK experiences record temperatures, a company wants to protect people with red hair, who are more sensitive to the sun. The British cinema chain Showcase has announced that red-haired customers will be entitled to free tickets this Monday and Tuesday to come and watch movies in their rooms sheltered from the heat.

“The UK is going to have the hottest days on record and as redheads are often more vulnerable to the sun’s rays, we’re offering them shelter in our air-conditioned cinemas so they can watch the latest blockbusters for free.” the Showcase Cinemas group on your site.

A reported publicity stunt

According to the weather forecast, temperatures in the UK are expected to exceed 40 degrees for the first time on Monday and Tuesday. As Showcase indicates on its site, each red-haired customer can receive one free ticket per day, to be requested at the cinema box office.

Posted on Twitter, this communication campaign, accompanied by a montage of several photos of red-haired actresses and actors, did not fail to make Internet users react. While some emphasize the originality of this publicity stunt, others believe that it is rather simplistic in the face of other people vulnerable to high temperatures.

“I don’t know if I should find this post offensive or funny. Do you also offer free tickets to people with other skin or hair colors on the coldest day of the year?” in response to the tweet by showcase.

“Showcase, why don’t you answer the people who denounce […] the stupidity of this promotion? Many other people are extremely fragile in the face of heat…”, comment another user.