World Cup viewers have taken to Twitter to complain over the screening of a violent film trailer during a match’s half-time advertisement break.

Viewers of the Argentina match against Holland were upset when a trailer for new science fiction film Dawn of the Planet of the Apes was played, showing scenes of an ape shooting humans to death.

#DawnofApes well done idiots. Show a graphic scene in middle of world cup semi-final. A programme likely to be watched by kids even at 10pm

— Ryan Greenaway (@ryangreenaway) July 9, 2014

According to a London Telegraph report, complaints were made over the inappropriate timing of the violent advert, which was screened to 9.7 million people watching the game.

The film’s Twitter account told viewers that a “dramatic Apes clip” would be shown, and encouraged people to tweet their reviews.

A spokesperson from the Advertising Standards Agency said that they had received 100 complaints over the violent nature of the trailer.

.#DawnofApes #DawnofthePlanetoftheApes Gratuitous and irresponsible timing of trailer. Adults will be having nightmares!

— J. Paul Murdock (@jpaulmurdock) July 9, 2014

So @ITV it’s ok to show 18rated graphic violence in ads during World Cup coverage? @ASA_UK My child can’t unsee that! #planetoftheapes

— Ben Walker (@SensibleBen) July 9, 2014