By Hannah Wong , FashionnStyle Reporter | Jul 21, 2012 03:36 PM EDT
“The Dark Knight Rises” shooting rampage has caused an online fashion retailer to enrage Twitter users for sending an insensitive tweet to cash in on the tragedy.
"#Aurora is trending, clearly about our Kim K [Kardashian] inspired #Aurora dress ;)" CelebBoutique tweeted several hours after the deadly shooting at "The Dark Knight Rises" opening night in Aurora, Colorado, which left 12 dead and more than 50 injured.
The online clothing firm included a link to a page on its site that featured so-called “Aurora dress.”
Inevitably, backlash on the heartless tweet flooded the social network.
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"Well, here's your worst tweet of the day," tweeted Fox News Channel commentator Andy Levy.
"Holy Mother of God are you kidding me?" E.J. Maroun of Indiana followed suit.
"Way to kill your business with one tweet," VegasTommy tweeted.
"'Aurora tweet has been up for almost an hour. Greatest social media fail in history? Ignorance doesn't excuse incompetence," said James Urbaniak.
"@celebboutique should delete their disgusting tweet, apologize and make substantial donation to victims of #Aurora," Danny Brown wrote.
Following the enraged tweets, CelebBoutique brought its apology on Twitter on Friday afternoon.
"We are incredibly sorry for our tweet about Aurora," reads the tweet posted around 4 hours after the initial message.
The company said it had not been aware of the Aurora shooting, and had no idea why #Aurora was trending.
"Our PR is NOT U.S. based and had not checked the reason for the trend, at that time our social media was totally UNAWARE of the situation and simply thought it was another trending topic," CelebBoutique tweeted.
"We have removed the very insensitive tweet and will of course take more care in future to look into what we say in our tweets. Again we do apologise for any offense caused this was not intentional & will not occur again. Our most sincere apologies for both the tweet and situation. -- CB"
On its Facebook page, the company apologized more formally, expressing its hope that “the families of the victims will accept our greatest sympathies and apologies along with the American public."
In respect of the tragic shooting, Warner Brothers has canceled Friday's “Dark Knight Rises” premiere in Paris, as well as the upcoming premiers in Mexico and Japan.
Casts Christian Bale, Anne Hathaway and Joseph Gordon Levitt will not appear at press or red carpet events.
Aurora Shooting at "The Dark Knight Rises" Midnight Show
The mass shooting at an Aurora, Colorado movie theater turned the opening night of “The Dark Knight Rises” into a dark nightmare.
A heavily armed gunman, later identified as 24-year-old James Holmes, opened fire at the midnight screening of "The Dark Knight Rises" early Friday, at a movie theater in the Denver suburb of North Aurora, Colorado.
After entering the theater through the emergency exit, the shooter appeared in front of the theater and threw a smoke bomb before opening fire at the movie viewers.
24-year-old James Holmes, who called himself “The Joker” in front of police, allegedly purchased four guns and over 6,000 rounds of ammunition in stores and on the Internet in the past 60 days, Aurora Police Chief Dan Oates said in a news conference Friday evening.
James Holmes is in custody and will appear in court on Monday morning.
At Holmes’ apartment, police deactivated an elaborate booby trap, and found 30 explosives and 30 more aerial shells.
The neighboring area surrounding the 800-square-foot apartment at Aurora, Colorado, was evacuated, and police are still disarming the apartment.
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