Why is Captivity so controversial?!

Why is Captivity so controversial?

I found this on Wikipedia.

Several controversial images depicting promotional scenes from the film were released by After Dark films in Los Angeles and New York where they were shown on billboards and taxicabs. The advertisement consisted of pictures involving the kidnapping, torture, and presumable murder of a female character. Offended witnesses soon filed complaints to After Dark, who claimed error and explained that the concept was only one of several working ideas that were being considered for marketing to the general public. According to Courtney Solomon, who spoke on behalf of After Dark, it was not supposed to have been approved, he followed by saying "To be honest with you, I don't know where the confusion happened and who's responsible."[1]

"This film was done in association with After Dark Films. The nature of the association allows After Dark autonomy over their marketing materials, and therefore we neither saw nor approved this billboard before it was posted," said Peter Wilkes, head of Lionsgate investor relations. "Once aware of the materials and the reaction to them, we immediately asked After Dark to remove the billboards, to which they immediately and cooperatively responded."