The “Rotten” Side of Rotten Tomatoes: How Film Scores are Manipulated

**Since the original publication of this article, additional information has come to light further exposing the manipulation of film scores. A recent Wired article titled “The Rotten Side of Rotten Tomatoes: How Film Scores Are Manipulated” delves deeper into the issue, revealing a more extensive network of paid reviews across not only movies but also books and gadgets.

You can read the full Wired article here for a more in-depth look at the findings.

This is a look at a new article by Vulture.com. We will be discussing this topic on the next Geek Freaks Podcast.

In today’s digital age, one might assume that finding a reliable review of a film is as simple as a quick search. Yet, as we recently learned from a deep dive into the film review landscape, even giants like Rotten Tomatoes may not be as transparent as we’d like to think.

Bunker 15 and the Case of “Ophelia”

Take the story of “Ophelia,” a film starring Daisy Ridley, which embarked on a journey from rotten to fresh on Rotten Tomatoes, courtesy of Bunker 15, a movie-publicity company. After its initial release, “Ophelia” garnered a disappointing 46% on the Tomatometer. However, this score didn’t stay static for long. Bunker 15, rather than aiming for top critics, reached out to lesser-known critics in the Rotten Tomatoes circle. Alarmingly, there were allegations that some of these critics were even financially compensated for their reviews.

The result? By early 2019, “Ophelia” had risen to a fresh 62%. Interestingly, these statistics significantly impact a movie’s journey to the silver screen. Post the rating boost, distributor IFC Films soon announced its acquisition of “Ophelia” for U.S. release.

The Power and Vulnerability of Rotten Tomatoes

Rotten Tomatoes, born in the infancy of the digital age, has grown to wield immense power over the film industry. Quentin Tarantino and Martin Scorsese have voiced concerns over the platform, highlighting its potential influence on audiences and the entire movie-making ecosystem.

Rotten Tomatoes, though revered, is not infallible. Its rating system is simplistic, often failing to capture the nuances of reviews. All reviews, regardless of their source or depth, hold equal weight in the Tomatometer. This approach has led many to question its reliability and representativeness.

Playing the Game: How Studios Navigate the System

Studios and publicists are well aware of the early impact a Rotten Tomatoes score can have on a movie’s reception. Using strategically timed releases and targeting favorable critics, they can play the system to ensure a movie gets off to a great start, at least from a rating standpoint.

For instance, the early Tomatometer score for “Ant-Man and the Wasp: Quantumania” started at 79%, based primarily on reviews from fan-run websites that are generally favorable toward comic-book movies. As more diverse reviews poured in, the score dropped. But by then, the early positive rating had already boosted its opening weekend sales.

Behind the Facade

Rotten Tomatoes, under its parent company Fandango, has undergone numerous changes, especially around whose reviews get indexed. While it has opened doors for diverse reviewers, the revised standards may also make it easier for ratings to be manipulated.

While Rotten Tomatoes remains a major force in the movie industry, it’s crucial for audiences to remember that its rating system, like any other, can be gamed. As discerning viewers, it’s essential to delve deeper, reading multiple reviews, understanding critics’ perspectives, and sometimes, just trusting our own gut feelings about a movie.