Review-Proof: Audiences Say Movie Reviews Don’t Matter

How important are movie reviews to the success of a movie? Not much. “A survey of 2,000 people by three business school researchers found that television ads and recommendations from others were the biggest influences on movie-going habits, each factor cited by about 70 percent of respondents. Professional reviews ran a distant third at 33 percent, while online ratings on such sites as Yahoo and the Internet Movie Database influenced 28 percent.”