Critics of a subway ad for a new 9/11 movie say the campaign hits incredibly close to home.

For one thing, the video promotions show the burning Twin Towers. Secondly, the video ads are playing mere yards from where the towers fell.

“We lost 10 guys that day,” a firefighter from Ladder 9 in New York City's East Village told the New York Post. “I won’t go see it. I saw the ad last night. I just can’t. People who live and work around here would be offended by those ads. That happened right here.”

Backlash was already mounting against the new Warner Bros. film “Extremely Loud and Incredibly Close,” a fictional account of a precocious preteen’s search for answers following the death of his father at the WTC.

Relatives of victims who perished in the attack were upset that previews of the film, which stars Tom Hanks and Sandra Bullock, give no warning of the graphic images or the emotional subject matter.

But running the ads near the sacred site is extremely dumb and incredibly insensitive, they said.

“Everybody’s trying to make money off 9/11,” said Bill Doyle, whose son, Joseph, was killed in the north tower.

A Warner Bros. spokesman, Paul McGuire, said the movie company would pull the ads.

“It was never our intention to cause any distress,” McGuire said. 

Read more at NYPost.com.