The review aggregation website tweaked its system to ensure that 'bad actors' who target movies featuring women and people of color don't sabotage ratings.
Brie Larson as Captain Marvel. By Kayla Epstein Kayla Epstein Embedded audience editor on the National desk Email Bio Follow February 28 at 5:00 PM A blockbuster is set to open with a lead who is not male and not white. People are excited about the film, but trolls hijack the conversation, sometimes targeting the movie’s stars.
“Unfortunately, we have seen an uptick in nonconstructive input, sometimes bordering on trolling, which we believe is a disservice to our general readership,” Rotten Tomatoes said in a blog post. “We have decided that turning off this feature for now is the best course of action.” Although hundreds of movies are scored with a critic “Tomatometer” and “Audience Score” each year, it’s the handful of tent-pole movies that draw individuals who try to “bomb” films, she said. “It’s absolutely the scenario that we want to address moving forward,” the spokeswoman said. “The comments and some of the people who decided to kind of campaign against the site … it’s obviously not useful to our users anymore. So we decided to turn that feature off.
The publicity campaign for “Captain Marvel” has leaned into themes of female empowerment, with trailers that depict Larson’s character, Carol Danvers, repeatedly falling down only to rise. Larson has used her press tour to speak up about diversity in the film industry and has sought out a diverse field of journalists to conduct her interviews. Her comments were celebrated by some but left others displeased.
HuffPost documented that before Rotten Tomatoes’ changes, the"Want to See” for “Captain Marvel” had plummeted to 53 percent over the course of a few days, and that users had left comments such as, “Larson’s sexist and racists attitudes don’t want me to spend money on this anyway, so here you go, Ms. Larson.”
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