Some of the biggest cinema chains in the UK have all taken a stand to block an advert put out by The Church of England which was set to play ahead of Star Wars: The Force Awakens when it’s released on 17th December.

The advert shows different people from all walks of life deciding to #JustPray using the Lord’s Prayer as a basis for the advert. It shows the Arch Bishop of Canterbury opening the promotion followed by policemen, firemen and churchgoers reciting the prayer which Jesus told his disciples in The Bible.

Cinema chains including Vue, Cineworld and Odeon have all collectively blocked the advert which has in turn given the 60 second spot more PR than it could have possibly imagined. DCM, the company who run advertisements for the cinema chains said in a statement –

“Some advertisements – unintentionally or otherwise – could cause offence to those of differing political persuasions as well as to those of differing faiths and indeed of no faith. In this regard, DCM treats all political or religious beliefs equally,”

Arun Arora, director of communications for the Church of England, said to the BBC:

“We find that really astonishing, disappointing and rather bewildering.

The prospect of many families attending the release of the new Star Wars film had seemed a good opportunity to launch the advert and a new website justpray.uk to promote prayer ahead of Christmas. The Lord’s Prayer is prayed by billions of people across the globe every day, and in this country has been part of everyday life for centuries.”

We’d love to know your thoughts on the matter – please do tell us in the comments section below.