‘Ghostbusters’ Is A Perfect Example Of How Internet Movie Ratings Are Broken
Most fundamentally, single-number aggregations — like those used by sites such as Rotten Tomatoes, Metacritic and IMDb — are a pitiful way of explaining the diverse views of critics. More specifically, a vocal portion of men on the internet — shall we say — go out of their way to make their voices heard when it comes to judging entertainment aimed at women, and that appears to be happening with the new “Ghostbusters.”...So of course...
Earlier this year, I also looked at IMDb’s user rating skew for television shows. Essentially, male users were more likely to rate television shows with a female-heavy audience lower than female users would rate male-centric television lower. Men were tanking the ratings of shows aimed at women.
Hollywood Now Worries About Viewer Scores, Not ReviewsIt's almost like Hollywood seeks out metrics that will confirm their belief that there's no market for women-centric films.
Hollywood’s latest obsession isn’t a star or a script but a number.
Eager to understand consumer behavior in a year when seemingly surefire successes such as sequels to the hits “Independence Day,” “Alice in Wonderland” and “Snow White and the Huntsman” have fizzled at the box office, studio executives increasingly are fixated on websites such as Rotten Tomatoes that average hundreds of reviews into a single score between one and 100.
For decades, studio concerns centered on prestigious critics at elite publications who not only had large followings but set a tone followed by many reviewers in smaller markets. Now, the conventional wisdom is that individual reviews matter only to a small group of older moviegoers.
Among younger people, scores from Rotten Tomatoes and its smaller competitor, Metacritic, have become a go-to indicator of quality that shows up in search results on Google, Yahoo and Fandango and often drives social-media conversations....
The direct correlation between aggregated reviews and attendance is only 30%, said Kevin Goetz, president of research firm Screen Engine. However, two-thirds of avid moviegoers, who often are particularly influential among their peers, are aware of Rotten Tomatoes scores, compared with one-third of casual moviegoers.