"We lost 10 guys that day," said an unnamed firefighter from Ladder 9 in the East Village to the New York Post. "I won't go see it. I saw the ad last night. I just can't. People who live and work around here would be offended by those ads. That happened right here."
That sentiment was echoed by other 9/11 families, many whom were reportedly upset with the commercials. The ads, which were part of a massive MTA buy, are running on 40 digital panels around the city, including "Church Street at Murray, Vesey and Cortlandt streets and in front of the Millenium Hilton hotel," all locations near Ground Zero.
Out after weeks in limited release, "Extremely Loud and Incredibly Close" wasn't actually finished until early December. An early screening of the film in September reportedly featured an opening scene that included many horrific images from 9/11, including bodies falling from the sky. That has been slightly altered in the finished version.
Paul McGuire, a Warner Bros. spokesman, said the company is working on removing at least some of the ads.
"It was never our intention to cause any distress," McGuire said. "As a result, we will make best efforts to pull the material from pertinent locations."