The Decomposition of Rotten Tomatoes
New York magazine|September 11 - 24, 2023
The most overrated metric in entertainment is erratic, reductive, and easily hacked-and yet has Hollywood in its grip.
Lane Brown
The Decomposition of Rotten Tomatoes

IN 2018, A MOVIE-PUBLICITY company called Bunker 15 took on a new project: Ophelia, a feminist retelling of Hamlet starring Daisy Ridley. Critics who had seen early screenings had published 13 reviews, seven of them negative, which translated to a score of 46 percent on the all-important aggregation site Rotten Tomatoes-a disappointing outcome for a film with prestige aspirations and no domestic distributor. ¶ But just because the "Tomatometer" says a title is "rotten"-scoring below 60 percent-it doesn't need to stay that way. Bunker 15 went to work. While most film-PR companies aim to get the attention of critics from top publications, Bunker 15 takes a more bottom-up approach, recruiting obscure, often self-published critics who are nevertheless part of the pool tracked by Rotten Tomatoes. In another break from standard practice, several critics say, Bunker 15 pays them $50 or more for each review. (These payments are not typically disclosed, and Rotten Tomatoes says it prohibits "reviewing based on a financial incentive.")

In October of that year, an employee of the company emailed a prospective reviewer about Ophelia: "It's a Sundance film and the feeling is that it's been treated a bit harshly by some critics (I'm sure skyhigh expectations were the culprit) so the teams involved feel like it would benefit from more input from different critics."

Diese Geschichte stammt aus der September 11 - 24, 2023-Ausgabe von New York magazine.

Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.

Diese Geschichte stammt aus der September 11 - 24, 2023-Ausgabe von New York magazine.

Starten Sie Ihre 7-tägige kostenlose Testversion von Magzter GOLD, um auf Tausende kuratierte Premium-Storys sowie über 8.000 Zeitschriften und Zeitungen zuzugreifen.

WEITERE ARTIKEL AUS NEW YORK MAGAZINEAlle anzeigen
Trapped in Time
New York magazine

Trapped in Time

A woman relives the same day in a stunning Danish novel.

time-read
6 Minuten  |
Nov 18-Dec 1, 2024
Polyphonic City
New York magazine

Polyphonic City

A SOFT, SHIMMERING beauty permeates the images of Mumbai that open Payal Kapadia's All We Imagine As Light. For all the nighttime bustle on display-the heave of people, the constant activity and chaos-Kapadia shoots with a flair for the illusory.

time-read
3 Minuten  |
Nov 18-Dec 1, 2024
Lear at the Fountain of Youth
New York magazine

Lear at the Fountain of Youth

Kenneth Branagh's production is nipped, tucked, and facile.

time-read
5 Minuten  |
Nov 18-Dec 1, 2024
A Belfast Lad Goes Home
New York magazine

A Belfast Lad Goes Home

After playing some iconic Americans, Anthony Boyle is a beloved IRA commander in a riveting new series about the Troubles.

time-read
5 Minuten  |
Nov 18-Dec 1, 2024
The Pluck of the Irish
New York magazine

The Pluck of the Irish

Artists from the Indiana-size island continue to dominate popular culture. Online, they've gained a rep as the \"good Europeans.\"

time-read
8 Minuten  |
Nov 18-Dec 1, 2024
Houston's on Houston
New York magazine

Houston's on Houston

The Corner Store is like an upscale chain for downtown scene-chasers.

time-read
3 Minuten  |
Nov 18-Dec 1, 2024
A Brownstone That's Pink Inside
New York magazine

A Brownstone That's Pink Inside

Artist Vivian Reiss's Murray Hill house of whimsy.

time-read
3 Minuten  |
Nov 18-Dec 1, 2024
These Jeans Made Me Gay
New York magazine

These Jeans Made Me Gay

The Citizens of Humanity Horseshoe pants complete my queer style.

time-read
2 Minuten  |
Nov 18-Dec 1, 2024
Manic, STONED, Throttle, No Brakes
New York magazine

Manic, STONED, Throttle, No Brakes

Less than six months after her Gagosian sölu show, the artist JAMIAN JULIANO-VILLAND lost her gallery and all her money and was preparing for an exhibition with two the biggest living American artists.

time-read
10+ Minuten  |
Nov 18-Dec 1, 2024
WHO EVER THOUGHT THAT BRIGHT PINK MEAT THAT LASTS FOR WEEKS WAS A GOOD IDEA?
New York magazine

WHO EVER THOUGHT THAT BRIGHT PINK MEAT THAT LASTS FOR WEEKS WAS A GOOD IDEA?

Deli Meat Is Rotten

time-read
10+ Minuten  |
Nov 18-Dec 1, 2024