Several family members of the victims of the Aurora, Colo., theater shooting in July are angry over what they call a “thinly veiled publicity ploy” by Cinemark USA, the company that owns the theater where their loved ones were shot to death.

Cinemark sent the families The email invitation was sent on Dec. 27 via the Colorado Organization for Victim Assistance for “a special evening of remembrance” as well as the screening of a movie, asking the victims to “reserve their tickets.” The invite also noted that counselors would be available at the theater, according to the Denver Post. 

In a letter addressed to Cinemark management, family members called the invitation “wholly offensive to the memory of our loved ones.” The Denver Post published the letter in full; it begins:

“During the holiday we didn't think anyone or anything could make our grief worse but you, Cinemark, have managed to do just that by sending us an invitation two days after Christmas inviting us to attend the re-opening of your theater in Aurora where our loved ones were massacred. Thanks for making what is a very difficult holiday season that much more difficult. Timing is everything and yours is awful.

“You (Cinemark) has shown, and continues to show, ZERO compassion to the families of the victims whose loved ones were killed in their theater. You, Cinemark, have never once reached out to the families to offer condolences.”

They said Cinemark had refused repeated invitations to speak “parent to parent with no lawyers involved.” The letter continues:

“Thank you for reminding us how your quest for profits has blinded your leadership and made you so callous as to be oblivious to our mental anguish. We, the families, recognize your thinly veiled publicity ploy for what it is: A great opportunity for you to distance yourselves and divert public scrutiny from your culpability in this massacre.”

Family members promised to use every social media tool possible to boycott the theater. Cinemark has yet to respond publicly to the letter.

Read the full letter at the Denver Post.

During a midnight screening of “The Dark Knight Rises” on July 20, a masked gunman shot and killed 12 people inside the theater and injured 58 others.