16 January 2013 4:05 PM, PST | The Guardian - Film News | See recent The Guardian - Film News news »

Movie PRs are increasingly avoiding quotes from critics in favour of lines from filmgoers

Film critics have just endured another blow to their fragile self-esteem. It has long been movie distributors' practice to slather their posters with adoring quotes from reviewers, along with the traditional migraine-rash of stars. But now the trend is just to use praise from regular cinemagoers on Twitter. The press ad for The Impossible, about a tourist family caught up in the 2004 tsunami, uses one critic's quote – from me, since you ask – but the other quotes are Twitter praise: "One of the best films I've seen #incredible #lovedit" – @Browning_33 "Such a great movie, makes you look at what is actually important in life" – @katie_m_kelly.

Critics have only just recovered from the indignity of the "David Manning" affair – Sony Columbia pictures kept quoting Manning's lavish praise, before he was revealed in 2001 to be an imaginary critic they had made up. »

- Peter Bradshaw

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