Suicide Squad is not even due to hit the big screen until next year, but the folks at Warner Bros have done such a great job pushing the super-anti-hero flick that they’re running into some issues over their own hype.

When the first official trailer for Suicide Squad was screened at the San Diego Comic-Con recently, the plan was to show it to the limited audience there and make everyone else wait.

That wasn’t happening.

While clips from Warner’s other big offer, Batman v. Superman, were made available online within minutes of being shown at Comic-Con, they were hoping to have more control over Suicide Squad footage. As everyone knows, that video got out anyway, as shaky and off-angle as it was, being shot on a camera phone.

Warners tried to put that genie back in the bottle, issuing legal letters to YouTube as fast as they could. But in the end, the Internet won. Waving a white flag, Warner Bros. posted the full Suicide Squad trailer themselves, along with this statement from Sue Kroll, President Worldwide Marketing and International Distribution:

“Warner Bros. Pictures and our anti-piracy team have worked tirelessly over the last 48 hours to contain the Suicide Squad footage that was pirated from Hall H on Saturday. We have been unable to achieve that goal. Today we will release the same footage that has been illegally circulating on the web, in the form it was created and high quality with which it was intended to be enjoyed. We regret this decision as it was our intention to keep the footage as a unique experience for the Comic Con crowd, but we cannot continue to allow the film to be represented by the poor quality of the pirated footage stolen from our presentation.”

I have watched the Suicide Squad trailer 800 times just to see Harley.

— Blue Ivy Barter (@KidFury) July 15, 2015

Fans were perplexed that Warners would hold the Suicide Squad trailer anyway. Comments on the film’s Facebook page included:

“Although it is great to have an exclusive preview for Comic Con visitors, there are MILLIONS of fans worldwide who can’t make it to Comic Con who are just as excited to see this trailer. Leaks are inevitable, fans are so eager to see footage so just give Comic Con attendees the first look at the trailer, then post it online the following morning for the whole world to enjoy.”

And then there was this gem, poking fun at the attempt to contain the Suicide Squad trailer by re-wording the statement as satire:

“Here’s the trailer we’ve been building hype for over the last several months. If you had any desire to see this before now, Warner Bros. would like you to know that we think you’re criminal scum, perhaps similar to those portrayed in this film, only way less cool.

PS – We hope you understand that we’d really like to prosecute you, but won’t because we’re concerned you probably wouldn’t go see the film then. Bummer. We have instead now flogged half a dozen interns, as is customary.”

Suicide Squad looks like the movie Hot Topic has been saving it's allowance since 2000 to make.

— Lo-Ping (@GamingAndPandas) July 15, 2015