Now, here is a small list of some of the imagery that can be seen in Hereditary’s two-minute trailer: the head of a bird being cut off with a pair of scissors, a very creepy child asking her mother “who will take care of me when you die?”, a boy violently smashing his head against his desk, a person engulfed in flames, another drowned in flies, the list goes morbidly on.

One such theatre-goer named Jane informed The Sydney Morning Herald, “It was dreadful. Very quickly you could tell this was not a kid’s film. Parents were yelling at the projectionist to stop, covering their kids’ eyes and ears. A few went out to get a staff member, but she was overwhelmed and didn’t really know what to do. Some parents fled the cinema with their kids in tow.”