UK charity Epilepsy Action has called the trailer for Charli XCX’s new movie ‘the worst flashing advert we’ve ever seen’ as fans complain.
The Brat singer-songwriter, 33, is known for the use of flashing images and strobe lighting to match her electropop aesthetic – and she has brought this style to the trailer of her new movie, The Moment.
The upcoming A24 film – which will also star Kylie Jenner – from Charli and Aidan Zamiri is based on an original idea by the Apple hitmaker, brought to life by co-writers Zamiri and Bertie Brandes.
The meta-plot follows ‘a rising pop star as she navigates the complexities of fame and industry pressure while preparing for her arena-tour debut’ with original music from A.G Cook.
The first trailer has landed, featuring a set of rapidly flashing coloured images announcing the cast with a short warning at the beginning, reading: ‘Contains strobing light. Could cause seizures.’
A spokesperson for Epilepsy Action has told Metro: ‘It’s probably the worst flashing advert we’ve ever seen’.
Jon Eaton, Director of Communications at Epilepsy Action, added: ‘Charli XCX’s new trailer includes excessive flashing visuals with barely any warning, making it dangerous for people with photosensitive epilepsy.
‘The warning is tiny, hard to read and disappears too quickly to give viewers a chance to avoid the strobing.
‘This could easily trigger a seizure for someone with epilepsy. With the title of her trailer front and centre, it’s clear that Charli has chosen her brand over her audience’s safety.’
Acknowledging that the Harding test – which analyses footage for any non-compliant flashing or pattern – is only mandatory for TV adverts, they added this trailer shows ‘why it should be for online content too’.
Eaton shared: ‘Although having a clear trigger warning may help prevent people with photosensitive epilepsy being caught out by videos like these, we’d ask for all brands and celebrities to reconsider their content.
Epilepsy Action
Epilepsy Action supports the 630,000 people with epilepsy every day through their helpline, information, groups and services.
The charity’s ambition is to create a world without limits with people with epilepsy. By raising awareness of the condition, too often misunderstood and invisible. By changing the narrative around it, collaborating with healthcare professionals and campaigning for better services. By working to get everyone in the UK to know what epilepsy is and how they can support.
You can donate to Epilepsy Action here.
‘Firstly, trigger warnings exclude people with epilepsy from this online content. We know that Brat is all about partying and flashy imagery, but was this much strobing necessary? Secondly, as with any trigger warning, there is the possibility of people being intrigued and watching more.
He said this level of strobing means it is ‘incredibly likely to cause a seizure’ for those with photosensitive epilepsy and that they have reached out to Charlie XCX’s agent to ‘ask for this content to be removed’.
Fans also shared their concern about the trailer online.
‘Bring back flash warnings,’ kendallhosseini wrote on X.
‘sick and tired of artists using strobes this harsh, and even more sick and tired of people joking about epilepsy. It’s a serious condition that literally kills people. it’s a heart breaking thing to have to deal with or watch someone go through,’ geoblckman said.
‘They put it at the beginning of the video but it would have been better to put the warning in your tweet too some people are epileptic or extremely sensitive to light,’ The arsonist echoed.
The rest of the cast includes: Alexander Skarsgård, Rosanna Arquette, Jamie Demetriou, Arielle Dombasle, Hailey Benton Gates, Trew Mullen, Mel Ottenberg, Richard Perez, Isaac Powell, Rish Shah, Tish Weinstock, Michael Workéyè, Shygirl and Cook.
The movie is set to come out next year although there is no official release date yet.
The British music artist was embroiled in a different controversy earlier this month as well, after the release of Taylor Swift’s Life of a Showgirl.
Fans believe one of the album’s songs, Actually Romantic, is a diss track about Charli, although neither has publicly commented or confirmed a feud.
Metro has reached out to Charli XCX’s representatives for comment.
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