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Before buying a cinema ticket, most people glance at a score: a percentage on Rotten Tomatoes, a number out of ten on IMDb, or a YouTube reviewer’s verdict. Those numbers feel objective. But they can be pushed up by paid reviews or dragged down by coordinated attacks.
This guide shows how that happens, what the major sites do about it, and the simple checks you can make yourself.
Key facts
- 46 to 62 percent: how far the Rotten Tomatoes score of the 2018 film Ophelia rose after a PR firm recruited paid critics, according to a 2023 Vulture investigation.
- Verified reviews: Rotten Tomatoes marks audience reviews as “Verified” when the reviewer bought a ticket through Fandango.
- Weighted average: IMDb does not use a simple average and changes its weighting when it detects unusual voting.
- Illegal in the US: since 2024, an FTC rule bans buying or selling fake reviews, including ones written by AI.
Two kinds of manipulation
Fake reviews come in two main forms. Boosting pushes a score up, usually through paid or friendly reviews. Review bombing drags a score down, when large groups post negative ratings, often before they have even seen the film, as a protest about something else.
A real case: paid critics on Rotten Tomatoes
In September 2023 New York magazine’s Vulture reported that a publicity firm called Bunker 15 had worked on the Daisy Ridley film Ophelia. After early screenings it had 13 critic reviews, seven of them negative, giving a “rotten” score of 46 percent.
According to Vulture, the firm recruited little-known, often self-published critics whose reviews still counted on Rotten Tomatoes, and several said they were paid 50 dollars or more per review. The score climbed to 62 percent, crossing the 60 percent line to “fresh”. The next month a US distributor bought the film. Bunker 15’s founder disputed parts of the story, and Rotten Tomatoes said it prohibits reviews written for a financial reward.
The lesson is that scores based on a small number of reviews can move a lot when only a few reviews change.
How the big sites try to stop it
| Site | What it does | What to check |
|---|---|---|
| Rotten Tomatoes | Critic score (Tomatometer) from approved critics; audience score (Popcornmeter) from users; “Verified” label for ticket buyers | How many critic reviews there are, and the verified audience score |
| IMDb | Weighted average instead of a simple mean; different weighting when unusual voting is detected | The rating breakdown page: a pile of 1s and 10s is a warning sign |
| YouTube | Creators must tick a “paid promotion” box, which shows a disclosure label | The label at the start of the video and the description |
Rotten Tomatoes’ FAQ says a review is marked “Verified” when the account matches the email used to buy a ticket on Fandango. IMDb’s help pages say its displayed rating is a weighted average, and that it applies a different calculation “when unusual rating activity is detected”, without revealing the method so it cannot be gamed.
Warning signs of fake or paid reviews
- Very few reviews. A score built on 10 or 15 reviews can swing with just two or three.
- Extreme ratings only. On IMDb’s breakdown page, a healthy film usually has a spread of scores. A big spike at 1 and 10 suggests a campaign.
- Vague praise. Phrases like “a must-see masterpiece” with no details about the plot, acting or scenes.
- New or single-review accounts. Profiles with one review, or many reviews posted on the same day.
- Unknown critics. On critic scores, check whether the positive reviews come from established outlets or obscure blogs you cannot find elsewhere.
- Timing. A flood of ratings in the first hours, or about something unrelated to the film, often signals review bombing.
YouTube and social media reviewers
Many viewers now trust YouTube critics more than review sites. Most are honest, but money can still be involved. YouTube requires creators to tick a paid promotion box when a video includes sponsorship, which adds a label at the start. In the US, the FTC’s guide for influencers says any financial or close personal relationship with a brand must be clearly disclosed.
Watch for words such as “sponsored”, “in partnership with” or “#ad”. Being invited to an early screening is normal for critics and is not the same as being paid, but a good reviewer will say how they saw the film.
The law has caught up
In August 2024 the US Federal Trade Commission announced a final rule banning fake reviews and testimonials, including ones generated by AI, and the buying or selling of reviews. The rule lets the FTC seek civil penalties, meaning fines, against businesses that knowingly break it.
Note: This article is general information for movie fans, not legal advice.
A simple routine before you buy a ticket
- Look at the number of reviews, not just the score.
- Compare the critic score with the verified audience score.
- Open IMDb’s rating breakdown and look for odd spikes.
- Read two or three detailed reviews, one positive and one negative.
- Check whether your favourite YouTube critic discloses sponsorships.
The same habits help with news too. See our guide to reading past the headline, or browse the Movies section.
Frequently asked questions
Can you trust Rotten Tomatoes scores?
They are a useful quick guide, especially for widely reviewed films. Be careful with scores based on few reviews, and compare critic and verified audience scores.
What is review bombing?
It is when large numbers of people post negative ratings for a film at once, often before seeing it, as a protest. Sites now limit or flag this activity.
Are paid movie reviews illegal?
In the US, the FTC’s 2024 rule bans buying or selling fake reviews, and paid relationships must be disclosed. Rules vary in other countries.
Sources
- Vulture: The Decomposition of Rotten Tomatoes (September 2023)
- Rotten Tomatoes: Frequently asked questions
- IMDb Help Center: Ratings FAQ
- YouTube Help: Paid product placements and endorsements
- FTC: Final rule banning fake reviews and testimonials (August 2024)
- FTC: Disclosures 101 for social media influencers