Disney Used Anonymous Online Quotes In Ads

from the as-good-as-made-up dept

You've all seen movie advertisements that include snippets of glowing quotes from critics. "Marvelous!" "Best Movie of the Year!" etc. There's been some controversy about these quotes in the past. There was an investigation into studios taking movie critic quotes completely out of context, and even a lawsuit against Sony Pictures for making up a critic and his quotes for movie ads. It appears that Disney has now been caught trying out a new tactic: using quotes from anonymous internet commenters on IMDB. These "commenters" could be, for example, Disney employees, but go under usernames like "Theedge-4" and "Mjavfc1." Apparently, that's good enough for Disney to quote them in their ads. While there's something to be said for tapping into a wider group of folks than just the big name "professional" movie critics and reviewers, this one seems pretty questionable and open to abuse -- especially given the industry's documented history of made up reviews.

Filed Under: ads, critics, online reviews, quotes, reviewers
Companies: disney

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  1. identicon
    mslade, 7 Oct 2008 @ 12:38pm

    Re: Who cares?

    I'm glad you said it; saved me a bunch of typing. Is it against the law or even unethical to quote the public instead of a "professional critic"? While answering, keep in mind two things:

    1.) The line between professional critic and Joe Movie-goer is blurred by Web 2.0lolol. Netflix, IMDB, and plenty of other sites let any old person become a critic by writing their opinion and having people vote it to the top of the list.

    2.) "Professional critics" generally don't have a clue. They're so deep in the technicalities of a movie that they forget that most of us aren't professional critics and judge a movie based on whether it was entertaining or not. I almost always disagree with the general critic consensus.

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