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What was supposed to be a feel good story to start off the year has turned into a public relations nightmare for the movie studio and actors behind a new called A Dog’s Purpose. TMZ broke the story last week including a video which shoes a distressed German Shepperd (named Hercules) that was forced into turbulent water while on set in Winnipeg. Not surprising the video went viral, catching the attention of animal lovers around the world, as well as animal rights group PETA and Toronto-based Animal Justice all calling for a boycott of the film.

Film producer Amblin Entertainment decided to cancel the movie’s weekend promotional events scheduled in Los Angeles.

With messages to boycott the film’s premiere Cineplex spokesperson Sarah Van Lange conveyed that they will wave cancellation fees for groups who had pre-booked screenings for the movie.

Smart move on the part of Cineplex as the simple gesture will certain build positive brand equity with consumers across Canada.