As a critic, I’ve been listed with the online movie review aggregator site Rotten Tomatoes since the day it went “live” in 1998. Because, as every ageist troll who disagrees with a review I’ve written likes to point out, I’ve been reviewing movies a long time, having written for newspapers, wire services, radio and TV stations and online.
It’s a site that rounds up reviews from all over (mainly North America, but also the UK, Australia, India and Spain, etc) and boils movies down to a “rotten” or “fresh” score based on those cumulative (and weighted) reviews. As a website, it’s a logical extension of the way the old Siskel & Ebert TV show reduced every film to a “thumbs up/thumbs down,” removing nuance and simply giving a filmgoer a notion of what the critical consensus on a film is to help decide whether to spend the money — worth seeing, or not.
Critics like it because it “legitimizes” those included there and broadens our reach with a site that has a much higher click-through rate on online reviews than Facebook, Twitter or any other social media does. That helps our Google search position when people are looking for moviegoing recommendations.
Movie studios and filmmakers hate it. It over-simplifies the expansive take a professionally produced, longer and considered review delivers. It further dumbs down criticism on the “Thumbs down” slippery slope. And it gives the oversimplifying Tomatoes website power over a multi billion dollar business.
I have taken many a call and irate email over the years from publicists and filmmakers, some of them even friends of mine, who would love for me or RTomatoes to change a “rating” to help their movie in the marketplace.
I never do. Ever. So stop asking.
But apparently there are PR firms working for film distributors that have figured out a pay-for-play way to “game” the Tomatometer. A couple of days ago, this piece in New York Magazine’s Vulture column talked of “critic” payoffs that cause shifts in the tomatometer. And we get a picture of matured (legacy, little growth) website that is so high-handed, cavalier and unconcerned that they’ve been letting critics get paid to endorse movies and perhaps boost a film’s box office take accordingly.
I used the word “apparently” for good reason, as Lane Brown, the Vulture reporter, doesn’t have literal “receipts.” There’s no smoking gun, no whistleblower “critic” who has admitted to getting paid cash for being so unethical. There are other errors (weighted reviews) and omissions in the piece which tell me Brown doesn’t have the deep knowledge of RT, its history and operations the writer seems to pass off as expertistise there.
But what the piece does explain is the odd and infuriating letter I got, apparently (not sure) from Rotten Tomatoes last month. It looks like most every other communication I’ve had with the company, where I deal with their Movie Data team and Critic Relations staff (of one).
“Dear Roger:
We have become aware of potential violations of Rotten Tomatoes’ Critics Code of Conduct regarding one or more of the titles that you have reviewed. As you are aware, Tomatometer-approved critics are not permitted to review a film and/or TV series based on financial incentive. Our Code of Conduct is attached, as a reminder.
If we find evidence to support future violations, your Tomatometer status will be removed. Please be aware that Rotten Tomatoes reserves the right to remove and suspend reviews and Tomatometer approval is Rotten Tomatoes’ sole discretion.
Regards,
The Team at Rotten Tomatoes
Critic Relations
Rotten Tomatoes
407 N. Maple Dr., (etc)”
So it’s a suggestion that they suspect I’ve taken money from someone to endorse a movie. That is legal-action libelous and utter BS and naturally I am still FURIOUS about the mere accusation. The fact that they put “reminder” in the email, as if they’d contacted me about this previously, is just another damned lie in this communication.
This didn’t just come to me, but to several other critics I know. We conferred on it, couldn’t decide if it was a prank or not. I complained LOUDLY to RT contacts, and heard nothing but crickets from Beverly Hills. That’s telling.
So the letter seems to be a legit CYA preemptive response to a pretty good hit they knew they were about to take from New York Magazine’s culture “Vulture.”
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