Do movie marketers love, hate or love-to-hate Rotten Tomatoes?
THR's Matthew Belloni, far left, moderates a conversation with Google's Angie Barrick, Neon's Tom Quinn, Participant's Christina Kounelias, and Universal's Dwight Caines.
The first question Belloni tossed to the group at the event — billed as "a community gathering that celebrates the art of entertainment marketing to create superfans around the globe," presented in partnership with— was to get their take on the year’s biggest big-screen surprises, successes or failures. Caines quipped that he knows well enough “never to speak about other people’s failures,” so instead he talked about his studio's recent success.
“How did you do that, Tom?” Belloni then asked Quinn, who gave a layered answer that ended with him giving full credit to the filmmaker. He said Bong Joon-Ho went to Cannes with the idea of asking journalists and fans not to include spoilers in their coverage, something that was largely respected by everyone. Quinn added that the veteran filmmaker has is intimately involved in the marketing process. “Every single frame of this campaign has been signed off on by Bong. Bong is a huge film fan.
Caines entered the Rotten Tomatoes debate but was first to caution with the disclaimer that Universal owns Rotten Tomatoes. With that out of the way, he said he agreed with Kounelias that the service provides “a shorthand. “We like it and good matters,” he said, after explaining that one casualty of it is that it has taken the need to read thoughtful analysis and whittled it down to a juicy red tomato of approval or a negative green splat.
Even if it may take a beat for audiences to accept the latter. “The first time I saw the movie, they weren’t cats, they were people. It was like seeing the characters from]. It took a couple beats and then you were in.”trailer was a big subject in his office, as well. “It is so much fun to hate on that trailer and there’s a pocket of people in my office who are going to go out as a group and see it,” he said.installment, Caines added.
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