Capital 8 Theatres in Jefferson City, Mo., apologized Friday for the costumed character carrying a fake gun at the theater. "It was for entertainment purposes only," the theater said.
An "Iron Man 3" publicity stunt went terribly wrong during its opening weekend in Jefferson City, Mo., when cops swarmed a local theater to find a gunman wearing full tactical gear.
Police received a 911 call about an armed man in body armor, sparking the investigation.
What was mistaken as a shooter was in fact an actor, dressed in black and carrying a fake gun, who was pulling off a stunt.
But other moviegoers at Capital 8 Theatres were not amused by the incident, which brought back memories of the Aurora, Colo., theater shootings, when a gunman opened fire during a screening of "The Dark Knight Rises," killing 12 and wounding 70.
"Everything was in place, it's the opening night of a superhero movie, it's somebody walking in all dark clothes, everything pointed to bad things about to happen," Capt. Doug Shoemaker told ABC 17 News. "There's really no good that can come of this."
Theater manager Bob Wilkins told the news station that he did not regret running the stunt. "No, my job is to entertain people." he said.
Capital 8 Theatres posted an apology to the unsuspecting moviegoers Friday on its Facebook page.