Sometimes on a Monday you're on the elevator with a coworker and you're not
sure what to say, so you say, "Do anything interesting this weekend?" And sometimes the person tells you, "Yes, I saw [insert movie name here]." So you say, "How was it?" And they only have a few seconds to tell you what they thought before the elevator reaches your floor and you are free to go your separate ways. What they say in those few moments sometimes influences you, and sometimes doesn't. The movie studios don't have any control over this kind of conversation. But they do screen movies in advance of their release so that movie reviewers can write about them before they open. What does the movie reviewer do with this advantage? Most often, not much.
sure what to say, so you say, "Do anything interesting this weekend?" And sometimes the person tells you, "Yes, I saw [insert movie name here]." So you say, "How was it?" And they only have a few seconds to tell you what they thought before the elevator reaches your floor and you are free to go your separate ways. What they say in those few moments sometimes influences you, and sometimes doesn't. The movie studios don't have any control over this kind of conversation. But they do screen movies in advance of their release so that movie reviewers can write about them before they open. What does the movie reviewer do with this advantage? Most often, not much.
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