…I just can’t express it as eloquently.
Me, from Manipulating Social Media: The Epilogue:
My issue was not with overall transparency or lack thereof; what I don’t like is a trend of creating positive coverage by stroking the “social media’s” ego, whether by preferential treatment, creating a feeling of exclusivity or giving away free stuff. I do realize that for many people being a part of an exclusive group is worth more than a free ticket or a drink.
Roger Ebert, from The Gathering Dark Age:
Paramount’s decision to refuse advance critics’ screenings of “G. I. Joe” was explained with refreshing honesty by Rob Moore, vice chairman of Paramount Pictures, to Christy Lemire of the Associated Press: “After the chasm we experienced with ‘Transformers 2’ between the response of audiences and critics, we chose to forgo opening-day print and broadcast reviews as a strategy to promote ‘G.I. Joe.’ We want audiences to define this film.”
That hasn’t meant no advance screenings. Indeed, the movie was recently scoring 85% on the Tomatometer, although today (August 6) it is down to 65% and dropping. Why so strong at the beginning? The studio screened it (in the words of the invaluable Goldstein, for “certified fan-boy zealots”). While some of them do articulate their reasons (I’m convinced Harry Knowles, bless his heart, really believes what he says), many are simply delighted to deliver an “exclusive early look” to their websites, making good on their half of an implied deal.
The rest of the Ebert’s entry talks about how the studios’ cutting off legitimate critics and playing the social media like a fiddle to inflate the ratings for mediocre movies will likely lead to even further dumbing down of the upcoming movies.
Thanks @aarondeacon for the link.