Movie Critics’ Influence

Two thumbs up to David Shaw for his enormously informative article on the influence of today’s movie critics (March 20). However, as a former producer of movie trailers, I was appalled by a statement from a leading advertising executive, Terry Press, who slimed DreamWorks and the entire marketing industry by admitting that she turns critics’ unfavorable reviews into favorable ones. Is this supposed to be OK? Is it any different if a toothpaste ad fraudulently claims that by using its product you are guaranteed never to get another cavity? I would call that intentional misrepresentation.

Is there no limit to how low movie advertisers will stoop to pull an audience? If every studio did it, this unscrupulous practice could eventually lead to a loss of public credibility, which could hurt the entire industry. The worst part is, Press seems to boast about it. In my opinion, her bosses should stop her.

WARREN GARFIELD

Los Angeles

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It is really no mystery why there exists such a large disparity between movies that receive critical acclaim and movies that enjoy theatrical success. The typical mass media movie review is written by a 53-year-old, while the typical movie box office ticket is purchased by a 13-year-old. What a 53-year-old may find appealing and what a 13-year-old finds appealing are rarely one and the same. Movies such as “Out of Sight” may appeal to the aesthetics of the 53-year-old, but the movie-ticket-buying 13-year-olds want their movies that go “snap, crackle, pop” (e.g., “Armageddon”).

Maybe the newspapers and magazines should hire pre-high schoolers to review the movies.

RICHARD SMITH

Huntington Beach

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Mary M. DeVall’s letter (March 22) on declining movie attendance by older adults is right on target. I, too, am greatly annoyed by the “trivia quizzes,” the commercial ads and more than one film preview when I’ve paid to see a film. If theater owners suffer major financial loss and get lots of complaints, they just might make an effort to show some courtesy to customers and attract more. Thank goodness for television and videocassette recorders!

NANCY HIGHT

Westlake Village