Crikey...! I thought this thread had said all that there was to be said, but it has turned into a veritable Trollopolis in my absence!
Just reporting that I've had the following email from Cineworld (I suspect it's a standard response, since I never said I was upset, I just said I thought it was inappropriate, but anyway, as someone said before the cavalry arrived... 'result'!):
Dear Ellbell
Thank you for contacting Cineworld. Firstly, I would like to apologise that
you and your family found the Madeleine McCann advert distressing.
Cineworld, like most other companies would like to our bit and raise public
awareness in hope that this little girl will be reunited with her family. It
was not our intension to cause distress or upset. We adhere to BBFC
guidelines and will actively advertise trailers and ads that are suitable
for the films classification. In this case, the advert carried an
appropriate classification for Shrek 3.
In light of your complaint and for the reasons you feel it is inappropriate,
we have contacted our Advertisers and have withdrawn the ad from U, PG and
12A films. From next week, only 15 and 18 classified films will show this
advertisement.
I trust that this decision will meet with your approval. Please accept our
sincere apologises once again for any upset caused. Should you have any
further concerns, please contact me via your preferred medium duly noted
below.
Kind regards
xxxxxxx
Cineworld Customer Services Manager
(With my grammar pedant head on, I'd like to add a big [sic] to that whole email )