Stars raised to movie ads can be the same criticism: “Been in the field as a practice for a long time”

Everything View from the movie world: When a movie gets a good reception, it is covered in advertising images into a torque stars.

The good number of stars given by different media for a film will be raised to ads that will be published very soon after the premiere-and why not do it?

This was also the case last week’s premiere Summer bookIn the case of a movie with four five -star reviews of different magazines: Karelian, Savon Sanomat, Central Finland and Länsiväylä.

Contrary to what you might think, however, five-star estimates come from the same assessment published in magazines owned by the same Central Finland Group.

However, for the viewer, this appears as if the film has evaluated four different critics. The problematic nature of film ads was originally highlighted by a film journalist Kalle Kinnunen.

There has been an issue in the past reported by Yle.

On Justified, isn’t it about cheating on viewers?

“There is a fact that these stars have been published in each media, so I don’t see the problem here. Of course, cheating is not our purpose, but we are looking for a familiar and identification surface for individual local media separately for the consumer, ” Summer book Distributing SF Studios Marketing Manager Julia Nykyri says.

“From our point of view, each media is an independent media source.”

According to the presenter Summer book has gained a lot of stars, interest and visibility without even that ad.

”I don’t really know how this could even be cheating, as all criticisms are public and the media source stated in the ad with the content can be checked. ”

Summer book by no means the only movie that has been “duplicated” the same stars in marketing. This has recently been done in a movie spread by Nordisk Film, for example Never aloneadvertised with the same four stars from Helsingin Sanomat, Aamulehti and Satakunta People. They are all part of the Sanoma Group.

According to present, this is a common practice for several film distribution companies. Therefore, he is amazed that it is that Summer book has sparked debate.

“Of course, on behalf of other companies or in the ways, I cannot go into a more in -depth way. In any case, this is not our invention or an isolated case, but has been a practice in the industry for a long time, ”says Tyssri.

Nordic film marketing manager Kati Malmivaara According to the film and filmmakers, the best situation would be that the reviews written about the film would represent the views of as many expert critics as possible about the film. And that critics would be able to make the most of the provinces and the Helsinki metropolitan area as versatile.

Consumers are interested in what kind of evaluation of the film has given him close and familiar media, Malmivaara says.

“We cannot influence who makes criticism for local media. Media has made the choice itself if you use the same criticism in several publications. It is not in the hands of the distributor, regardless of whether the estimate is good or bad, ”Malmivaara says.

“We do not ‘many’ large number of stars, but the media groups will reproduce them in their various media. We highlight the stars published on a media -specific media source, as it is also a matter of each media’s own voice, ”says Tynnri.

Also CEO of the Finnish Film Association, the Finnish Film Chamber, Tero Koistinen Prefer to call for diversity in provincial magazines that the same criticisms would not be published everywhere.

“The bigger problem is that geographically, the footprint of the same critic is quite hell,” he says.

“If someone gives a lot of stars, then that’s just a good thing for a cinema theater, because in certain types of movies the stars matter.”

Koistinen mainly refers to art films.

“For example, if Helsingin Sanomat gives an art house for one star, it can virtually overthrow the success of the film in Finland,” he estimates.

Always It is not a question that criticism of different factors is available in different media, but for some reason, for example, three stars do not look like advertising.

“For decades, both internationally and in Finland, it has been customary to use four or five stars in film advertising,” says Malmivaara.

Sometimes it seems that more estimates are not expected to appear. According to present, the first star compositions must often be done on a fast schedule and is due to the rapid pace of the media and the film industry and the focus of topicality.

“Ads are the greatest need for the movie’s premiere weekend. Each movie needs the greatest lift at the time, as the number of spectators on the premiere weekend has a decisive impact on the film’s viewer success and life cycle. ”