Families fled a cinema in terror after a graphic advert for a horror film was shown before a Peter Rabbit screening, it is claimed.
The trailer for horror flick Hereditary was reportedly shown accidentally at Event Cinemas in Perth, Australia.
It featured a man who had been set on fire, a boy bashing his bloodied head into a wall, and a pair of scissors slicing into a pigeon.
Hereditary, starring Toni Colette, was dubbed "a new generation's The Exorcist" by Time Out's Joshua Rothkopf.
A Perth resident called Jane told the Australian news site WA Today: "Parents were yelling at the projectionist to stop, covering their kids' eyes and ears.
"A few went out to get a staff member but she was overwhelmed and didn't really know what to do. Some parents fled the cinema with their kids in tow."
Hereditary has been classified as MA15+ in Australia whereas Peter Rabbit, starring Rose Byrne, is a PG.
The film is only suitable for people aged 15 and over.
Jane said there were at least 40 children present at the time of the mishap and that many of them were upset.
A spokesman for Event Cinema's parent company Event Hospitality & Entertainment Limited told WA Today that they were aware of the issue and it is being "investigated internally".
As soon as staff were aware of the problem, the trailers were stopped and all customers have been given complimentary tickets as a goodwill gesture.
