The film's controversial subject ran into resistance before many audiences even had a chance to see it. The day after Executive Action opened in November 1973, National General Pictures sued NBC for $1.5 million, alleging that WNBC-TV in New York had breached a promotional agreement by canceling a television commercial. The network objected to two images as excessively violent: a telescopic gunsight aimed at the president in an open limousine and a marksman firing practice shots at a desert target. Stations in Boston and Los Angeles also refused the spots. National General publicity director Ira Teller said the company then approached ABC and CBS but was told that no suitable advertising time was available. With its promotion curtailed and its theatrical distribution limited, Executive Action quickly disappeared from circulation and was not shown on television until the late 1980s. The episode illustrated how broadcasters could effectively choke off a politically explosive film without formally banning it.
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