A PR firm has been manipulating the Rotten Tomato scores of movies by paying critics

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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 sky-high expectations were the culprit) so the teams involved feel like it would benefit from more input from different critics.”

“More input from different critics” is not very subtle code, and the prospective critic wrote back to ask what would happen if he hated the film. The Bunker 15 employee replied that of course journalists are free to write whatever they like but that “super nice ones (and there are more critics like this than I expected)” often agreed not to publish bad reviews on their usual websites but to instead quarantine them on “a smaller blog that RT never sees. I think it’s a very cool thing to do.” If done right, the trick would help ensure that Rotten Tomatoes logged positive reviews but not negative ones.

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The Ophelia affair is a useful microcosm for understanding how Rotten Tomatoes, which turned 25 in August, has come to function. The site was conceived in the early days of the web as a Hot or Not for movies. Now, it can make or break them — with implications for how films are perceived, released, marketed, and possibly even green-lit. The Tomatometer may be the most important metric in entertainment, yet it’s also erratic, reductive, and easily hacked.

“The studios didn’t invent Rotten Tomatoes, and most of them don’t like it,” says the filmmaker Paul Schrader. “But the system is broken. Audiences are dumber. Normal people don’t go through reviews like they used to. Rotten Tomatoes is something the studios can game. So they do.”

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This is probably because Rotten Tomatoes — with help from Yelp, Goodreads, and countless other review aggregators — has desensitized us to the opinions of individual critics. Once upon a time, Gene Siskel and Roger Ebert turned the no-budget documentary Hoop Dreams into a phenomenon using only their thumbs. But critical power like that has been replaced by the collective voice of the masses. A third of U.S. adults say they check Rotten Tomatoes before going to the multiplex, and while movie ads used to tout the blurbage of Jeffrey Lyons and Peter Travers, now they’re more likely to boast that a film has been “Certified Fresh.”

To filmmakers across the taste spectrum, Rotten Tomatoes is a scourge. Martin Scorsese says it reduces the director “to a content manufacturer and the viewer to an unadventurous consumer.” Brett Ratner has called it “the destruction of our business.” But insiders acknowledge that it has become a crucial arbiter. Publicists say their jobs revolve around the site. “In the last ten years,” says one, “it’s become much more important as so many of the most trusted critics have retired without replacements.” Studios are so scared of what the Tomatometer might say that some work with a company called Screen Engine/ASI, which attempts to forecast scores.

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