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  • 1. Everyones a critic yes, reallyFinal Project Jim Keogh Nov. 28, 2012Social Media and Marketing Communications

2. On Feb. 28, 2010, in The Chronicle of Higher Education, a scholar namedThomas Doherty wrote an article titled, The Death of Film Criticism.According to Doherty, the reason why film criticism is dying can largely besummed up in two words: Social Media. Or, to put it in cinematic terms: Attack of the Bloggers!Doherty wrote: In the mid-1990s, the wide-open frontier of the blogosphereallowed young punks who still got carded at the multiplex to leapfrog overtheir print and video elders on user-friendly sites with hip domain names. 3. Well, the bloggers did attack Thomas Doherty, accusing him of being crankyand out of touch. And they used social media (their own blogs as well ascomments following his article) to get the point across.But has social media altered film criticism? Yes. But first, a bit of a historylesson.Old-School Film Criticism: Dominated by a select few critics at major newspapers and media outletssince the turn of the last century; the elite of the elite Writers had little or no interaction with the public They exercised a level of purity in their reviews; movies were about art,not commerce Critics like these wielded extraordinary power and influence o Pauline Kael, The New Yorker o Roger Ebert, Siskel & Ebert and the Chicago Sun-Times o Andrew Sarris, The Village VoiceBut things have changed 4. Introducing Film Criticism in the Age of Social Media 5. AS WELLAS THIS GUYJeremy Jahns reviews 6. In the age of Social Media, wheres what sites like IMDB, Rotten Tomatoes, YouTube, andhundreds of blogs offer: The democratization of film criticism, where all opinions are valid The recognition of film as a commercial enterprise (box office tallies, etc.) Community the cultivation of conversation among movie lovers. Attending a movie isa communal experience, so why shouldnt reviewing it be equally inclusive? IMDBs Your Lists, Your Ratings; traditionally film critics rank Citizen Kane as theNo. 1 movie of all time; IMDB users rank The Shawshank Redemption at No. 1. Whosright, or is there even such a thing as being right? There is a disconnect. IMDBs Contributor Zone a wiki that allows anyone to update IMDB pages (actorbiographies, film histories, etc.) YouTube reviews that are progressively sophisticated, both intellectually andtechnologically; and some are damn entertaining A departure from the monolithic, authoritative model of film criticism So IMDB ranks The Dark Knight Rises as the 18th greatest movie of all time. Sez who?Says my kid, who has seen it 5 times, and thousands of others who have voted for it. 7. It all started with Harry Knowles His Aint It Cool Newsweb site introducedguerrilla reviewing in 1996.Knowles encouraged everydaypeople to infiltrate sneakpreviews and test screeningsof upcoming films andhe published their reviews andblogs, becoming theleader of a national conversationabout movies among thedisenfranchised online.The studios HATED Knowles and initially barred him and his minions from theirscreenings, until they realized that they NEEDED him to generate buzz among his fanbase of regular folks. Today, with 2.5 million readers a day, hes regarded as arespected critical voice, despite his rebellious roots and unconventional methods. 8. Studios are realizing thepower of social media tomarket their films and areseeing that the years ofmake-or-break reviews bya small band of critics arelong gone. Paranormal Activitycost $15,000 to make,had no marketingbudget, and thankslargely to a Facebookstrategy to generateinterest earned$150,000,000 Last month, Moviepilotunveiled a social mediaagency specifically totap the groundswellwhen marketingmovies. Lionsgate jumped on social media to promote The Hunger Games, creating avirtual, interactive tour of the source novels Capital accessible only throughFacebook, Twitter and YouTube, activating the fan base. 9. Here is the dilemma: Everyone CAN be a film critic, but SHOULD they? Um no There are some wonderful independent blogs and web sites,; and there are others, like, that arepoorly written. Having a choice is good, but you have to do yourhomework. Natural selection means that without a monetary incentive many blogs dieoff. Several that I found hadnt been touched since 2009. Producing acontinually updated assessment of the film scene is fun, until it becomes agrind. Doing it for free can be soul-killing. There is nothing wrong with having articulate, knowledgeable yes, evenelite paid critics who lead the pack. Just as I want smart, well-educatedpeople to lead the country, I prefer my film criticism to come from peoplewho know what theyre talking about and who can express an idea. Butcan they adapt to a social-media universe? And from this, a hero will rise 10. Pulitzer Prize winner Roger Ebert, one of the most powerful film critics in history,beginning with print and television, saw the future in social media and embracedit. He created, which includes his reviews, his blog (dealing with aspectrum of subjects from film, politics, spirituality to his own personal journey,including the loss of his voice and ability to eat due to cancer), but also blogs andreviews from his Far-flung Correspondents. These are everyday movie loversfrom around the world who write intelligently about film writers he clearlychooses for their knowledge and skills. Ebert also links to his e-newsletter, which,along with his blog, fosters dialogue with the public. Ask him a question or raise agood point, and he will engage. He gets it. 11. Todays take-awayThis Can coexist with this Social media simply supplies another vehicle for delivering film criticism, butregardless of the medium, you have to be good at it for people to pay attention. Thebloggers arent attacking, they just want to be loved and loathed like every other critic. 12. References Bernoff, J. and Li, C. (2008). Groundswell: Winning in a world transformed by socialtechnologies. Boston, MA. Forrester Research Inc. Griffiths, Trent (May 31, 2011). Encore. Everyones a critic. Doherty, Thomas (Feb. 28, 2010). The Chronicle of Higher Education. The Death of FilmCriticism. Warren, Christina (Nov. 29, 2010). Mashable. How Social Media is Changing the Way MoviesAre Promoted. Shaw, Lucas (Oct. 24, 2012). The Wrap. Moviepilot Launches Social Media Marketing Agencyfor Studios. Frankel, Daniel (March 31, 2012). PaidContent. Did Hunger Games Create a New DigitalMarketing Template for Hollywood? Scott, Karyl (Nov. 5, 2012). Slashdot. Social Analytics and the Movies. Ebert, Roger (2012).