Despite popular belief, critically acclaimed movies actually sell better.
It's almost a given these days that movie critics are elitist, while moviegoers are populist. When the highest-grossing films get panned by critics, what good are critics? As publishers across the country dump their reviewers, this is not exactly a rhetorical question.
Believe it or not, though, critically acclaimed films generally do better than critically panned films at the box office—if you measure their performance in the right way.
Here are the highest-grossing movies from 2007, along with each film's rating from Rotten Tomatoes, a Web site that quantifies critical opinion. (In the Rotten Tomatoes vernacular, films that garner positive reviews from at least 60 percent of critics are considered "fresh," while those below 60 percent are considered "rotten"):
You hardly need the Rotten Tomatoes rating. Four of the top five films are sequels; the fifth a sci-fi flick based upon a 20-year-old cartoon, which was itself based upon a toy. None is exactly Citizen Kane. Or even Jaws.
But here's something else they have in common: They were the only five films in 2007 to open in more than 4,000 theaters. Beyond the cause-and-effect question—do people see what studios make available and market, or do studios make available and market only what people want to see?—the popularity of a movie, via box office grosses, is to a great extent a self-fulfilling prophecy. So is there a better way to judge a film's popularity?
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