Rotten Tomatoes
A review aggregation platform that scores films based on the percentage of positive reviews from approved critics and audiences.
Definition
Rotten Tomatoes is a review aggregation website that collects and quantifies critical and audience reception for films and television. Its signature "Tomatometer" score represents the percentage of approved critic reviews that are positive, with 60% and above earning a "Fresh" designation and below 60% earning "Rotten." A separate Audience Score captures viewer ratings.
The platform has become one of the most influential gatekeepers in entertainment marketing. A "Certified Fresh" badge (requiring a minimum number of reviews and a score above 75%) is prominently featured in marketing materials, while a low Tomatometer can significantly impact opening weekend performance.
Why It Matters
Rotten Tomatoes scores meaningfully influence consumer decisions, particularly for films without strong franchise recognition. Research has shown that a 10-point increase in Tomatometer score correlates with measurable increases in opening weekend box office performance.
For entertainment marketers and publicists, managing the Rotten Tomatoes narrative is a critical component of release strategy. The timing of review embargoes, critic screening strategy, and early audience scoring all factor into how a film's Rotten Tomatoes profile develops.
Examples in Practice
A studio holds critic screenings early and lifts the review embargo a week before release when they are confident in strong reviews, building a 92% Tomatometer score that becomes the centerpiece of their marketing campaign's final push.
A horror film receives mixed critical reviews but exceptional audience scores on Rotten Tomatoes, leading the marketing team to pivot their messaging to emphasize the audience score and word-of-mouth appeal rather than critical acclaim.