The doomsayers, having guessed wrong about the exhibition’s demise, are now obsessed with rotten reviews killing movies.
Wall Street analysts & consumer media pundits are happiest when they can claim the sky is falling. The Street, which makes money from technology, insists people would rather stay home and stream. They hoped audiences would abandon cinemas once they could see new event films from their couches.
What they didn’t expect is that when the pandemic ebbed people wanted to get out of the house. Moreover, it’s a theatrical exhibition that actually makes event films “events.” Playing in cinemas elevates a movie’s profile through global media coverage that gets people’s attention and reinforces the impact of studio marketing.
As for the media pundits, it’s understandable that they want to promote the power of their reviews — but today people don’t read or rely on reviews as they once did. That accounts for Rotten Tomatoes’ success with its boiled-down critics’ scores. In the end, it’s audience scores that matter most for everything — like ETERNALS (pictured) with 46% from critics, but 80% with audiences — except awards contenders.