Netflix has been accused of being insensitive and tone-deaf for promoting a new documentary about freediving amid the ongoing search for a missing Titanic submersible.
The streaming giant tweeted a trailer for The Deepest Breath, which tells the true story of champion freediver Alessia Zecchini and her coach and safety expert Stephen Keenan, along with the caption: “Between life and death is one single breath. The Deepest Breath, an production, only on Netflix 19 July.”
However, many users found the tweet inappropriate and insensitive, as it coincided with the desperate search for a 21-foot vessel that went missing in the Atlantic Ocean on June 18.
Between life and death is one single breath.
The Deepest Breath, an A24 production, only on Netflix 19 July. pic.twitter.com/wfAwShC2tK
— Netflix UK & Ireland (@NetflixUK) June 20, 2023
On Twitter, many Netflix subscribers questioned the timing of the deep-sea-related release given the ongoing search for the submarine.
“The timing of this,” one person commented.
“Probably not the best timing for this,” another agreed.
The vessel, which takes tourists underwater to visit the wreck of the Titanic, is carrying five people, including British billionaire Hamish Harding and British-Pakistani businessman Shahzada Dawood and his son Sulaiman. The tweet sparked a backlash on social media, with many users calling out Netflix for its poor timing and lack of empathy. One user wrote: “Probably not the best timing for this.”
Another commented: “A bit inappropriate, looks good but terrible timing.” A third said: “Wow, epic timing, and not in a good way. Who decided this was going up?” Netflix has not responded to the criticism or deleted the tweet as of yet. The Deepest Breath is set to premiere on Netflix on July 19.
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