Movie posters: 'Great film!' – Dave from the internet
A newspaper ad for tsunami film The Impossible has appeared, and alongside the four and five-star scores from various publications are some glowing reviews. "Amazing, definitely recommend it!" reads one. "One of the best films I've seen!" gushes another. Take a closer look, though, and you'll notice that these words don't come from the likes of Roger Ebert; they have been plucked from random users on Twitter (although there is one bona-fide critic, The Guardian's Peter Bradshaw).
You could argue that some cinema-goers might prefer to ignore professional critics, in favour of members of the public anyway. At least, that must be the reason behind the recent spate of TV ads featuring interviews with excitable members of the public in cinema lobbies telling the camera how "amaaaaazing" the film was.
But splashing the verdict of a boyband-obsessed schoolgirl (as one of the tweeters is), clearly intended to look like it's from a professional reviewer, seems a bit cheeky. The film's marketing team must know that most people would not look beyond the quote, even if the Twitter handle runs underneath (in tiny print).
Of course if you want to get a properly balanced view of The Impossible you can just do a quick scan of Twitter yourself; there are plenty of alternative reviews on offer. "Unbelievably self-indulgent" and "What absolute rubbish!" are merely two examples.
Watch the new House of Cards series three trailerTV
Oscars 2015It was the first time Barney has compered the Academy Awards
Oscars 2015 From Meryl Streep whooping Patricia Arquette's equality speech to Chris Pine in tears
Oscars 2015 Mexican filmmaker uses speech to urge 'respect' for immigrants
TV ReviewThe intrigue deepens as we delve further but don't expect any answers just yet
Razzies 2015 Golden Raspberry Awards 'honours' Cameron Diaz and Kirk Cameron
Arts & Ents blogs
- 1 Home Office says Nigerian asylum-seeker can’t be a lesbian as she’s got children
- 2 What happens to your body when you give up sugar?
- 3 Drugs Live cannabis trial: Hash is less harmful than any other drug, expert claims
- 4 Turkish Airlines flight TK 726 crash-lands on Nepal runway amid dense fog
- 5 Apple and Google users being spied on for a decade because of 'Freak' security flaw
Glastonbury 2015: Coldplay will not headline but Florence Welch might play, says Emily Eavis
Kurt Cobain's life and death: Montage of Heck film uses unseen footage to tell Nirvana frontman's story
Mal Peet dead at 67: Tributes to children's author who was 'universally adored'
Fifty Shades of Grey movie shows first sex scene 'after 40 minutes'
Drugs Live: Twitter responds to Jon Snow and Jennie Bond smoking cannabis
'Jihadi John': CAGE representative storms off Sky News accusing Kay Burley of Islamophobia
Nearly 100,000 of Britain's poorest children go hungry after parents' benefits are cut
Durham Free School: 'Creationism taught at' free school facing closure
Ukip would cut billions from Scottish budget to fund English tax cuts
End of the licence fee: BBC to back radical overhaul of how it is funded
Ukraine crisis: Top Chinese diplomat backs Putin and says West should 'abandon zero-sum mentality'