Today we are going to look at a research paper from Jacob Pentheny called The Influence of Movie Reviews on Consumers. In this article, we will break down the paper’s findings, how the study was conducted and what it all means. Firstly though, let’s outline the paper’s goals. 

The Aims

Pentheny’s paper researched how various types of online film criticism can impact the average moviegoer. In particular, the paper focused on research into how reviews informed moviegoers’ decision to see a film in the cinema. As well as the difference between professional critic and consumer reviews in terms of influence. And how a review’s tonal information (positive, negative, and mixed) can sway readers opinions.

The Methods

To conduct this research Pentheny created a survey that began by showing 1 set of 3 randomised critical/consumer reviews that were either good, bad, or mixed (from a pool of 6 sets). The participants were then asked 17 questions about their feelings on the reviews.

Everyone then filled in questions on two different scored ranking scales. The first scale was the Self-Monitoring scale which used its questions to measure how much an individual adjusts their attitudes based on the actions/opinions of the group they are part of. Thereby demonstrating how external forces can impact participants. High scorers were more likely to agree with the majority. Secondly, there was the Need for Cognitive Closure (NFCC) scale. Which measured an individual’s need for a definitive answer (which would score higher) over ambiguity (which would score lower). Therefore helping to showcase participants feelings towards the reviews.

225 people responded to the survey with the major demographics being 18-21-year-olds and 71-80-year-olds.

The Findings

Firstly, the results showed that people with a high NFCC preferred reading consumer reviews and believed consumer reviews benefitted others more than those of critics. This is possibly because they view consumers as being more likely to want definitive answers, like themselves. Additionally, they believed other people would be more inclined to watch a movie after reading consumer reviews. They also valued positive reviewers opinions and trusted positive reviews over negative ones. 

Conversely, people with a lower NFCC score saw all reviews as being of little help. Though critical reviews were slightly more favoured. Similarly, they thought others would find the reviews unhelpful. But consumer reviews were seen as minorly more useful to others. Critical reviews were seen as more likely to encourage others to watch a movie. They also favoured mixed reviews as they showcased more than one way of seeing a film. Despite this, they viewed negative reviews as the most accurate and mixed reviews as the least. Perhaps showing that lower NFCC responders value nuanced analysis but view overall negative reviews as being more honest.

When it came to the Self-Monitoring scale those with a low ranking found consumer reviews more helpful than critical ones. Whereas high scorers found critic’s reviews to be of comparatively greater help. This is odd as high self-monitors would usually be more likely to agree with opinions echoed by the majority. Which the NFCC analysis said was more associated with consumer reviews. Both high and low self-monitors believed others would get more from consumer reviews over critics. Finally, low scorers tended to prefer reviews with positive content and high scorers leant more towards negative writing. 

Conclusion

In summation, it is obvious that reviews can significantly affect whether moviegoers will see a film. But how it impacts people varies wildly depending on how much you value closure and fitting in with the majority.

Overall consumer reviews are valued more by people who require unambiguous information and aren’t concerned with what the majority think. Film critics however play more of an important role with people who don’t need closure. As well as with People who adjust their behaviour within groups.

And while polarised review content is seen as more trustworthy, mixed reviews hold favour for those looking for a more nuanced opinion.

Also Read: Film Critics vs Film Audiences: What Happens When They Don’t Agree?

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The post How Much Influence Do Movie Reviews From Film Critics Have On Audiences? appeared first on Big Picture Film Club.

I’ve always sought out reviews of the latest releases to help me decide on what films are worth the immediacy that a trip to the cinema elicits and which films I can happily wait to arrive on my screen at home. Most recently, this was the case for John Krasinski’s A Quiet Place; the rave reviews did not disappoint.

But what happens when the film doesn’t live up to the hype?

Ari Aster’s film Hereditary received high praise when it debuted at the Sundance Film Festival this year, with many critics describing it as one of the most terrifying horrors of all time. It received an 89% rating from top critics on Rotten Tomatoes, yet only 57% as an audience score, with some calling it the worst film they had ever seen. The stark contrast in opinion is often difficult to fathom. Perhaps it is important to consider whether it is the film that is an issue here or those providing the reviews.

A recent study by the USC Annenberg School for Communication and Journalism entitled Critic’s Choice? found that of the top 100 films of 2017, only 24% of the top critics, those featured in major publications, were female, and 11.2% were from underrepresented racial or ethnic groups. It is questionable whether a critic can give a true review of a film in which a multi-cultural audience can engage with if they themselves are analysing it through a narrow lens.

The Academy of Motion Picture Arts and Sciences, the group which selects the Oscar nominations, has this year extended invitations to 928 people in a bid to diversify its group of critics. Now, 38% of the Oscars’ governing body is made up of people of colour, with 49% being female. Not a moment too soon, considering there was talk of the event being boycotted due to its primarily white nominees in recent years.

The Time’s Up Now campaign recently posted on their Instagram: “When top critics deciding which movies are ‘good’ are overwhelmingly white and male, audiences aren’t getting the full picture….”  While it is vitally important for the issue of diversity in film to be addressed until it is no longer an issue, would film criticism be doing its job if it only talked about what was “good”?

Alissa Wilkinson, in her article for Vox, does not feel that it would be. She believes that critics are art makers in their own right, stating, “the art a critic makes is a review or an essay, something that is less about ‘supporting’ a movie and more about drawing on an individual’s experience with a film to make an argument about that movie. It includes evaluation of the film, but it also, done well, is a passionate argument for the importance of art itself.”

With the rise of social media and websites such as Rotten Tomatoes, anyone can now be a “critic” and due to the viral nature of the internet, these are often the first reviews that potential audiences see. However, these people are often just criticising the films they have not enjoyed, whereas a good film critic analyses and evaluates a film, discussing both the positives and negatives. Yes, it is influenced by their own experience, but the majority of critics do their job for the love of film rather than just to say what they like or don’t like at the box office at that moment in time.

Critics can offer a unique interpretation of the films they review, as can audiences who also offer their opinions, it is necessary to add diversity to those with the power to influence in order to provide audiences with a cacophony of voices to help form their own interpretation.

Also Read: Class Rules: The Representation of UK’s Social Class in Film

Your contribution to Big Picture Film Club will allow us to continue to produce content. No matter the amount your contributions are greatly appreciated.

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