The popular characters hit the cineplex this summer in Suicide Squad and Jason Bourne, guns in hand, their marksmanship a telltale sign that film fans were in for a bloody good time.

But as violent headlines — and a raging political debate on gun control — dominate the news, Hollywood has found itself battling accusations of hypocrisy.

In the wake of tragic mass shootings and police attacks, many found Universal’s marketing of Matt Damon’s famous CIA assassin aiming a gun upsetting and insensitive. Girls writer/producer Tami Sagher Instagrammed a shot of a Bourne subway ad with the gun image ripped down, saying “Hey, New Yorkers, what if we do some peeling and get rid of the guns in the Jason Bourne subway ads. So tired of guns.” Her star Lena Dunham responded: “Good idea … Let’s go!”

Damon accepted the criticism. “I get not wanting to see a picture of a gun right now,” Damon told E! News.