Into It: A Vulture Podcast with Sam Sanders · Vulture & New York Magazine

Is Rotten Tomatoes… Rotten?

September 12, 2023·30 min·2 clips

A publicity company paid critics $50 per review to boost movie scores on Rotten Tomatoes.

Sam Sanders hosts this episode of Into It, featuring Vulture writer Lane Brown, who investigated Rotten Tomatoes. They explore whether the popular review aggregation site is fundamentally flawed and susceptible to manipulation. The core formula of Rotten Tomatoes reduces all reviews to a simple "fresh" or "rotten" binary, which fails to capture nuance or enthusiasm. Lane Brown explains that this system can penalize divisive yet acclaimed films like *The Shining*, which initially received harsh reviews. He details how the publicity company Bunker 15 gamed the system for the 2018 film *Ophelia*, paying small-scale critics $50 for reviews. Bunker 15 reportedly suggested critics withhold negative reviews from the site, boosting *Ophelia*'s score from 46% to a "fresh" 62%. Brown notes Rotten Tomatoes has since delisted some Bunker 15 films following his reporting. The manipulation extends to blockbusters, as studios strategically manage early reviews to secure high initial scores. *Indiana Jones and the Dial of Destiny* debuted with a 33% score after its Cannes premiere, which hurt its box office despite the score later rising to 69%. Conversely, *Ant-Man and the Wasp: Quantumania* premiered with a 79% score that later fell to the 40s, yet it had a record opening weekend. Brown states that within the industry, a perfect 100% score is often valued more than a rave from a top critic like Manohla Dargis. Rotten Tomatoes now indexes around 3,500 critics, creating more opportunities for studios to "work the crowd." The site provided a statement emphasizing its commitment to score integrity and investigation of suspicious activity. Brown argues the system diminishes the power of individual critics, unlike the influence Siskel and Ebert once had. He points out that Rotten Tomatoes scores don't always predict box office success, citing *The Super Mario Bros. Movie*'s billion-dollar earnings despite a "rotten" score in the 50s. For better movie guidance, Brown recommends following specific critics like Angelica Jade Bastién or Bilge Ebiri rather than relying on aggregate scores. He suggests audiences sometimes just take a chance and see a film that interests them. The tone is conversational and investigative, blending explanation with critique. This episode will appeal to moviegoers, film enthusiasts, and industry observers curious about review systems. Listeners seeking purely entertainment-focused film discussions or those unconcerned with review mechanics might find it less engaging.

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