Rotten Tomatoes To You Warner Brother's

By Author: Amit Kothiyal
Total Articles: 287
Comment this article

Warner Brothers has announced the acquisition of worldwide movie sharing and rating system Flixster, along with reviews website Rotten Tomatoes.

Rotten Tomatoes - widely recognized as a film review, internet based tool- is a website devoted to reviews, critics, information, and news regarding films that are submitted by independent critics.

The concept is simple, the films that receive the largest number of positive reviews are highlighted as great movies. The name, as you can imagine derives from the cliché of audiences throwing tomatoes at a poor performance.

Despite Warner Brothers' insistence that "Flixters and Rotten Tomatoes are to remain fully independent", there is an undeniable conflict of interest in a film studio owning a reviews website that receives over 12 million unique visitors a month. Even if the basic structure remains the same there is room for authority abuse.

Any changes to the way in which films are placed, covered or highlighted on Rotten Tomatoes and Flixster will be watched closely by observers, who will be keen to see whether Warner Brothers are genuinely committed to developing ...
... digital networks or if they just want a big audience to market their products to no matter the quality of those products.

Warner Brothers has not disclosed the fee paid for Flixster and Rotten Tomatoes, but the studio has said that the move forms part of its 'Digital Everywhere' strategy. This means that the company intends to use Flixter's user base of more than 25 million to drive sales of its media on digital devices, smartphones, tablets and other portable computers.

Flixster is a powerful recommendation tool that connects with social media sites in the form of Facebook and twitter. The purchase could be a sign that the battle for mobile markets is hotting up following Fox and Universal's moves into the smartphone app market.

Will this set a trend?

Are the other major film studio houses going to buy equivalent sites used by independent critics to pass judgement and represent the public opinions? Or would this do to them what it has done to Rotten Tomatoes and render the site less attractive to users?

How could this power of influence be abused?

There are many other studios out there, with the likes of 20th Century Fox, Paramount Pictures, Universal Pictures and smaller independent houses Magnolia Pictures, Roadside Attractions, Rebecca Wang Entertainment to produce quality motion pictures. The question here is, will productions by these studios be judged fairly? In a capitalist market where success in this field is based on box office returns. Rotten tomatoes may prove too influential a tool not to be used by Warner Brother's to influence opinions that are making films on smaller budgets (when compared to Warner Brother's own spending power), films with great appeal and talent. These smaller studios pose a major threat to major film studios and could be on the receiving end of unjust Rotten Tomatoes in a bid to control that threat or quite simply be removed from the site, aiding their own productions first. Warner Brother's will receive preferential treatment when it comes to advertisement, product placement and imagery plus with the man power behind Warner Brother's there will always be an element of doubt behind the sincerity of the ratings.

What are the repercussions of having such a conflict of interest ?

The film 'I love you Philip Morris' produced independently by Roadside Attractions is a good enough film to steer major audiences away from any Warner Brother's comedy production during any opening weekend so why would Rotten tomatoes not be used to give it a less favorable criticism? Art house film 'Passion Play' is a star studded fantasy thriller boasting two Academy Award Nominees and a sulfurous Megan Fox, so it has all the right ingredients to attract audiences of all ages especially young warm blooded males, but with the right wording readers of Rotten Tomatoes could be influenced to see another Warner Brother's film instead that might be starring one of these three stars.

Aren't we moving towards a pole of monopolization ?

Warner Brother has not paid off the some members of the jury, it has bought the judge. This could prove to be a fiasco. If Rotten Tomatoes continues to command the influence, it already has, with the 'guidance' of Warner Brother's then it will mark an important step to the end of fair competition. The repercussions will be important and not just for major or independent film studios. There will be a massive chain reaction. Studios will promote their own sites, welcome criticism of their films only to then be monitored and censored.

Should Film Studios Adapt a More Aggressive PR Stance?

Smaller, independent film studios will have to establish themselves before even releasing their debut films. It won't be enough to exist anymore. Studios must grab the attention of audiences and win their graces in the hope that they might resonate louder than those of acquired social networks. Rotten Tomatoes was once the place viewers went to voice their opinions but today the credibility of the site has disappeared along with its independents.

Readers of Rotten Tomatoes Beware!

The grasp Warner Brother's will have on Rotten Tomatoes is going to change the way it operates. They are a money making business, not an entertainment business, entertainment just happens to be how they make their money. Studios that are in the business to entertainment are the ones that are willing to take a risk and attempt to find success through new mediums and formulas. True stories with a pinch of comedy with plenty of daring like 'I Love You Philip Morris' by Roadside Attractions. This is an excellent example of a film taking risks, starring Ewan McGregor and Jim Carrey. Another example is the ambitious fantasy thriller 'Passion Play' presented by Rebecca Wang Entertainment This art house film flirts with the boundaries of reality, starring Mickey Rourke, Bill Murray and Megan Fox. How would Warner Brother's react to larger competitors like 20th century fox? There would probably be an agreement of entente between the similar giants leaving smaller studios an even more difficult time in piercing through the much coveted bubble.

Get the glimpse of Passion Play movie trailer and know more about Passion Play film at http://www.rebeccawangentertainment.com . Enjoy latest updates, gossips, news and more on Film Passion Play.