The film 's marketing campaign in the United Kingdom was disrupted by the London bombings in July 2005 . Advertisements on London 's public transport system ( including the bus that had exploded ) had included posters that carried the quote , " Outright terror ... bold and brilliant " , and depicted a terrified woman screaming in a tunnel . The film 's theatrical distributor in the UK , Pathé , recalled the posters from their placement in the London Underground and reworked the campaign to exclude the word " terror " from advertised reviews of '' The Descent '' . Pathé also distributed the new versions to TV and radio stations . The distributor 's marketing chief , Anna Butler , said of the new approach , " We changed tack to concentrate on the women involved all standing together and fighting back . That seemed to chime with the prevailing mood of defiance that set in the weekend after the bombs . " Neil Marshall stated in a review " Shauna was pretty upset about it ; it was on newspapers all across the county " and cites the attacks as harming the film 's box office , as " people were still trapped underground in reality , so no one really wanted to go see a film about people trapped underground ... " . Many commentators , including writers for '' Variety '' and '' The Times '' , remarked on the rather unfortunate coincidence
London bombings
7 July 2005 London bombings
The Descent