Archive · 23 Aug 2025
Mission Impossible Promo Stunt Triggers Citywide Bomb Scare in LA
A movie studio's marketing team tried to promote Mission: Impossible III by putting music boxes in newspaper stands.
However, some boxes looked like bombs, causing people to panic and call the police.
This led to evacuations and bomb squads being called out, including at a veterans hospital.
The hospital and the county spent money in response to the potential threat.
Although a lawsuit was threatened, it was later dropped.
In the end, the whole thing was a big mistake.
Paramount's marketing stunt for Mission: Impossible III involved music boxes in LA news racks.
The music boxes, some with exposed wires, were mistaken for bombs, causing widespread panic.
Emergency services responded, including the LAPD and bomb squads, evacuating areas and destroying a newsstand.
A federal lawsuit was threatened after the stunt led to the evacuation of the Veterans Affairs Medical Centre.
The case was ultimately dismissed, but the incident caused significant disruption and embarrassment.
- Who
- Paramount Pictures, the Los Angeles Times, and the LAPD.
- What
- A marketing stunt for Mission: Impossible III using music boxes triggered bomb scares.
- When
- 2006, just before the release of Mission: Impossible III.
- Where
- Los Angeles and Ventura counties, specifically, West LA at the Veterans Affairs Medical Centre.
- Why
- To promote the film, but the boxes looked like bombs and caused widespread panic and disruption.
Paramount Pictures
Public and Authorities
Intent vs. Impact
Paramount Pictures
The marketing campaign was intended to be a creative and harmless way to promote the movie.
Public and Authorities
The marketing campaign was reckless and insensitive, especially in a post-9/11 environment.
- Movie
- Mission: Impossible III
- Marketing Strategy
- Music boxes in news racks
- Location
- Los Angeles and Ventura counties
- Emergency Response
- LAPD, bomb squads
- Threatened Lawsuit
- Federal lawsuit
- Hospital Damage
- $92,000