'The Feel-Good Movie Blurb Credit of the Year'

Paul Fahri of the Washington Post did a little investigative reporting and answered a question I have wondered about for a long time. Who are these critics who love all these awful movies? It turns out there is considerable affiliate inflation in movie ads, and small- and mid-market TV critics are often listed in ads as representing the views of their networks.

Marc Doyle, co-founder of the Web site Metacritic.com, which tracks critics' opinions, says the studios prefer the more impressive network title, even if it isn't quite accurate, because would-be film patrons might not be very impressed by a blurb from a reviewer from "some outlet they've never heard of."

But Paurich says titles aren't really important. "This might reflect badly on me and everybody else in this business, but unless you're Roger Ebert, people don't necessarily check the name beneath the quote [in the ad]. The quote is going to matter more to [a moviegoer] than the source of the quote."

The real motivation is in Fahri's last line:

As for critics, he says they like to be blurbed: "It's nice to see your name in the New York Times or in a TV commercial. It's flattering. It's still a kick."

It's the best blurb ever!

Two recent notes in the NY Times about the problem of blurb abuse -- taking selected quotes from a review to use in promotional materials that make it appear the review was much more positive than it was.

In today's paper, the EC takes on the issue as a problem of false advertising:

New Law to Protect Critics From Being Misquoted

The European Commission has passed legislation that would keep bad reviews from looking good, the London newspaper The Independent reported. The measure, to take effect in December, will make it illegal for advertisers to misquote reviewers by taking a positive word or phrase from a theater review if it gives a misleading sense of the whole review. The Unfair Commercial Practices Directive bars advertising that includes “false information” or any claim that “deceives or is likely to deceive the consumer” and thus “causes or is likely to cause him to take a transactional decision that he would not have taken otherwise.” Helen Kearns, the commission’s spokeswoman on consumer affairs, said the measure would be “policed on a case-by-case basis” by the Office of Fair Trading. “It should apply to misleading advertising right across the board,” she added, “from airline tickets to theater tickets.”

And, just a couple of days earlier, an article described how pervasive mis-blurbing blurb abuse has become in book promotion.

Of course in movie world there are so many "critics" who are happy to call the "Are We Done Yets" of the world Oscar-worthy, "wonderful family fun!" or "one of the best of the year!!" if they can get invited to junkets and see their names in the ads. I'd love to see that considered false advertising.