The ads for Sony Pictures’ “Peter Rabbit” suggest the movie doesn’t hew too closely the book, with the gang of computer-generated rabbits upping the violence against Mr. McGregor considerably.

Sony Pictures issued an apology Monday, but not for the slapstick violence; rather, the studio was sorry for making a joke out of food allergies.

“A controversial scene.”

From The Hollywood Reporter:

The charity group Kids With Food Allergies posted a warning about the scene on its Facebook page Friday prompting some on Twitter to start using the hashtag #boycottpeterrabbit. The group said that allergy jokes are harmful to their community and that making light of the condition “encourages the public not to take the risk of allergic reactions seriously.”

Kenneth Mendez, the president and CEO of the Asthma and Allergy Foundation of America, wrote an open letter to the studio Saturday asking for the opportunity to educate the company and the film’s cast on the realities of food allergies and urged the studio to “examine your portrayal of bullying in your films geared toward a young audience.”