Promotional billboards for the Indonesian horror film Aku Harus Mati (I Must Die) have been removed across Jakarta after drawing criticism that their messaging could trigger suicidal ideation.
The billboards, installed on roadside displays in Jakarta and several other cities late in March, were part of a marketing campaign ahead of the film’s theatrical release on 2 April. The boards included the phrases “I Must Die” and “Sell My Soul for the Wealth” displayed alongside an image of a blue creature with red eyes, prompting complaints from residents who said it was disturbing and inappropriate for public spaces.
