The action during a screening of ‘Iron Man 3’ didn’t exactly happen on-screen at one theater.

Capital 8 Theaters in Jefferson City, Missouri decided to let several people carrying fake guns and decked out in tactical gear walk into the theater as a publicity stunt during the latest installment in the superhero franchise.

As you might imagine, the stunt caused quite a commotion, with several moviegoers calling 911 to report a man dressed in armor carrying a rifle. With last year’s shootings in an Aurora, Colorado theater and the Newtown massacre still fresh in the public's mind, Captain Doug Shoemaker, of the Jefferson City Police Department, said this may not have been the smartest thing to do:

Everything was in place, it's the opening night of a superhero movie, it's somebody walking in all-dark clothes, everything pointed to bad things about to happen. There's really no good that can come of this."

Amazingly, theater manager Bob Wilkins doesn’t see the problem, claiming, “My job is to entertain people.” He says the idea for the ruse was hatched months ago and only a few people complained.