At first, responses from the cable network EPIX which produced the film, deflected the question and talked about how the film is "critically acclaimed" and stood behind Couric and the film's director Stephanie Soechtig. The heat apparently got to be too much for them as Soechtig told Erik Wemple of the the Washington Post "the pause was so viewers could consider the question" and "I never intended to make anyone look bad and I apologize if anyone felt that way.” Wemple, who writes about media for the Post wrote:
Many of those who sampled the discrepancy between the video and the audiotape were already enraged by the depiction of these gun owners. The statements from Soechtig and Couric will surely intensify the backlash, as well they should. An apology, retraction, re-editing, whatever it is that filmmakers do to make amends — all of it needs to happen here.NRA was contacted to participate in this propaganda and rightly decided not to be used. It looks like Couric and Soechtig had no idea they would be caught. It will be interesting to see if more mainstream media picks up this story. The AP this morning has only the briefest of reports and does not include any of the detail that Wemple or the Free Beacon put out yesterday. NRANews.com's Cam Edwards discussed the issue with Stephen Kruiser, a commentator and columnist for PJ Media.