CptStern
suckmonkey
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Ebert comments on GI Joe's early high ratings:
Paramount's decision to refuse advance critics' screenings of "G. I. Joe" was explained with refreshing honesty by Rob Moore, vice chairman of Paramount Pictures, to Christy Lemire of the Associated Press: "After the chasm we experienced with 'Transformers 2' between the response of audiences and critics, we chose to forgo opening-day print and broadcast reviews as a strategy to promote 'G.I. Joe.' We want audiences to define this film."
That hasn't meant no advance screenings. Indeed, the movie was recently scoring 85% on the Tomatometer, although today (August 6) it is down to 65% and dropping. Why so strong at the beginning? The studio screened it (in the words of the invaluable Goldstein, for "certified fan-boy zealots"). While some of them do articulate their reasons (I'm convinced Harry Knowles, bless his heart, really believes what he says), many are simply delighted to deliver an "exclusive early look" to their websites, making good on their half of an implied deal.
What usually happens in the 24 hours before a North American opening day is that the Tomatometer reading starts to drop as the International Date Line creeps inexorably toward Newfoundland, and MSM critics from Australia and the UK begin to check in. Another corrective is that the score on Metacritic.com often skews lower than the Meter because it monitors (dare I say) reputable critics and not fanboy zealots.
interesting read
http://blogs.suntimes.com/ebert/2009/08/the_gathering_dark_age.html