The result: 2 numbers on a scale of 1 to 100. If either or both of those numbers are low, the odds are we won't spend our money on that film. No, we don't do "further investigation" and retrieve ponderous reviews by the official film critics. Who has the time! No one.
Those numbers obviously will largely determine the success or failure of Hollywood releases. That has become such a raw reality that The Wall Street Journal did an article on it. Here you can read it.
The impact of Rotten Tomatoes is yet another example of how irrelevant the company's own promotions are. We have become folks who resist marketing, at least the traditional kind. Instead we turn to what our fellow consumers are saying, along with the third-party experts.
I popped for the ticket at the Loft Cinema to see "Dark Horse" because of the numbers on Rotten Tomatoes. I never paid attention to any ads for it. Or even how the Loft promoted it.
Therefore when planning a film, Hollywood and the indies must develop a sixth sense what consumers and the experts will love. That's the voodoo they have to conjure up. I wonder if Don Draper on "Mad Men" could wrap his head around this trend.