Hope everyone had a wonderful Mother's Day. Catch any movies over the weekend, did ya? A lot of people went to see Iron Man 2. Perhaps you were one of them. That is one of those films we hear of being, oh what's the term? Oh yeah, "critic-proof." Doesn't matter what the reviews are. Box office is guaranteed the first weekend and word-of-mouth will take it from there. Only the reviews were pretty reasonable. Not quite the consensus of the 2007 original, which garnered a pretty staggering 211 out of 226 positive reviews on Rotten Tomatoes. The sequel is only 158-for-213 (74% compared to 93%) as of today. And though I suspect many of the positives were middling passes at best, the proverbial thumb is still pointed in the right direction. So why, oh why, were the early ads cluttered with the same quote whores using the same verbiage over and over again?

We warned you. Just last week. And by "you" I mean both the moviegoing public and especially the studio marketing gurus. What are you doing? It is one thing to say that critics don't matter. But to back that up by using critics who literally DO NOT MATTER only proves how lazy and uninspired you are. This is not 0% financing you are selling us. It is how good your movie is. For all the money your department is budgeted, you can't have a pair of interns scrounge through a couple of early reviews (that you have allowed to break the embargo) to find a sentence or two of prose that might sound a bit more literate than the catch phrases you keep asking junket guys to say -- as if they actually said them?

categories Movies, Cinematical