We’re all atune to the increasingly curated early responses to movies from distributors but this was beyond the pale for many.
Lionsgate yesterday sent out an email to Ballerina critics and reviewers in which it told them that “spoiler-free enthusiasm” on social media is allowed starting on May 22 and that “critical social sentiment & formal reviews are embargoed until” June 4.
Quite rightly, this bent many out of shape. That’s an unethical demand for most. Critics we spoke to hadn’t heard of an embargo edict going that far before. Many online were also peturbed.
We hear from studio sources that this was a case of poor wording and that following the outcry marketers reached out to those who received the note to let them know that they’re welcome to express whatever opinion they have of the movie.
That would be a good outcome if it came to pass. Hopefully the rowing back wasn’t only a result of the outcry. The early reaction and influencer curated responses to movies have been growing in the wrong direction for a while. We don’t need anymore blurring of the critical boundaries.
