Note: iOS 9 + Facebook users w/ trouble scrolling: #super sorry# we hope to fix it asap. In the meantime Chrome Mobile is a reach around


The Emoji Movie

Movie studios fear bad Rotten Tomatoes scores, are trying to thwart the Tomatometer

4:00 PM on 08.02.2017 // Hubert Vigilla
  @HubertVigilla

Attaaaack of the rotten tomatoes!

Bad reviews can potentially hurt a movie's box office in the same way that good reviews can potentially get more butts in the seats. As more and more people turn to Rotten Tomatoes to see what the critical consensus is on a movie, film studios are trying to find ways around the Tomatometer. Usually that means embargoes that prevent critics from publishing reviews on a film until a certain date.

As The Hollywood Reporter noted today, film studios are being extra-conscious about embargo schedules. The hope is that delaying reviews will delay the Tomatometer score, maximizing the opening weekend box office for a really crummy movie. In the case of The Emoji Movie (6% on RT, 1/100 here at Flixist), embargoes were in place until midday on July 27th, the day before the film's release. For The Mummy (16% on RT, 50/100 here at Flixist), reviews were embargoed until the Wednesday before release.

The strategy continues with the problem-plagued adaptation of Stephen King's The Dark Tower. The movie comes out Friday, but reviews are embargoed until later tonight. For perspective, when studios sense they have a hit or a critical darling on their hands, they may allow reviews to be published weeks before release to generate positive buzz.

So I guess studios could try to make better movies or somethi-- Nah.

Rotten Tomatoes has its issues, obviously. The Tomatometer score offers a simple up-or-down recommendation, much like a thumbs-up or a thumbs-down. A just-okay movie that gets a bunch of mixed-positive reviews can score high on the Tomatometer, while a divisive movie may have a lower fresh percentage even if it garners many rave reviews. Metacritic, another review aggregation website, offers a better sense of critical opinion and consensus, but it doesn't have as much power as the mighty Tomatometer.

And yet Rotten Tomatoes can at least serve as a starting point when figuring out what to see. Film studios aren't shy to use it as a marketing tool either. (Note all the "Certified Fresh" stickers for certain movie ads and DVD/Blu-ray releases, for instance.) Some movies are somewhat critic-proof as well. Up until the hot garbage of Transformers: The Last Knight, that was certainly the case with the Transformers franchise.

This all makes me wonder if studios will continue having late embargoes in place for movies they know are bombs. Or perhaps some films may not be screened for critics. This happens every now and then, though it's generally not the case with tentpole films or major blockbusters.

Or, you know, movie studios could stop greenlighting trash like The Emoji Movie, CHiPs, and Baywatch.

Nah, who am I kidding? Get ready for a Dukes of Hazzard reboot and a Knightrider adaptation, you Minion-loving rubes. I don't know if those are real, but we're getting a Fruit Ninja movie, so anything awful is possible.

[via THR]



Hubert Vigilla, Editor-at-Large
 Follow Blog + disclosure HubertVigilla Tips
Hubert Vigilla is a writer living in Brooklyn, which makes him completely indistinguishable from 4/5 of people who live in Brooklyn. He writes about film, television, books, music, politics, cu... more   |   staff directory



 Setup email comments

Unsavory comments? Please report harassment, spam, and hate speech to our community fisters, and flag the user (we will ban users dishing bad karma). Can't see comments? Apps like Avast or browser extensions can cause it. You can fix it by adding *.disqus.com to your whitelists.

Flixist's previous coverage:
The Emoji Movie


  Jul 31

Who the hell paid for The Emoji Movie?

This is why we can't have nice things


View all:powered by:  MM.Elephant
Ads on Flixist may be purchased from:



Please contact Crave Online, thanks!


Review of Sacachispas: Documenting Argentina’s Passion

VPN Service Provider

Poker Films

Tips for the cricket fielding to improve performance

Facts for Cricket Betting Online

Test

Benefits of Human Growth Hormones

The Power of Social Media for You Small Business

Five Reasons Why Slumber is Ideal for Your Fitness

Constantly on the Road? Use these 7 Best Apps for Watching Movies on your iPhone

 Add your impressions


Seriously

Invert site colors

  Dark Theme
  Light Theme


Destructoid means family.
Living the dream, since 2006

Pssst. konami code + enter

modernmethod logo



Back to Top


We follow moms on   Facebook  and   Twitter
  Light Theme      Dark Theme
Pssst. Konami Code + Enter!
You may remix stuff our site under creative commons w/@
- Destructoid means family. Living the dream, since 2006 -