This was not a particularly well-thought out idea…
The owners of Goodrich Capital 8 Theaters in Jefferson City, Missouri, thought greeting Iron Man 3 audiences with people holding fake guns was a good idea.
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The theater had a group of cosplayers dressed like members of S.H.I.E.L.D., the ficitious military branch featured in the movie.
Source: 2.bp.blogspot.com
The publicity stunt, though, went sour when customers panicked fearing a James Holmes copycat was storming the theater.
Several called the police, reporting seeing "a man in full assault gear, carrying what appeared to be a modified M-4 and 9 mm on his side."
