Hollywood Reporter – Studios Fight Back Against Withering Rotten Tomatoes Scores

While good scores have been touted widely by studios since last year, Hollywood is now scrambling to understand and mitigate the effects of ‘green splats,’ which have played a role in dooming several big budget productions this year.

August 2, 2017

The Emoji Movie‘s $24.5 million domestic opening during the July 28 to 30 weekend accomplished what no other movie has been able to do during a tough summer season at the box office — survive an abysmal Rotten Tomatoes score (7 percent) and open in line with prerelease tracking.

One possible secret weapon? Sony wouldn’t let reviews post until midday on July 27, hours before the pic began playing in previews before rolling out everywhere. Sony, like every studio, is looking for their own basket of rotten eggs to throw at review aggregator Rotten Tomatoes in hopes of combating a bad “Tomatometer” score. That means screening some titles later and later for critics.’

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