UK Box Office May 3rd – 5th

This is the second week Avengers: Endgame sits as king of the box office. It still out beats all the competition even though three new films came out this weekend and they’re not small films either. The three new films are genuine summer blockbusters with the most successful of them being, The Long Shot, Seth Rogan’s new comedy venture. Not only does Avengers: Endgame still stand victorious in the UK, it is not the second highest grossing film of all time, sinking the Titanic to third and coming up close behind Avatar. Because of Disney’s acquisition of Fox, it means that all the proceeds form Tolkien now go to Disney and they technically have four films in the top ten UK box office.

Eighth Grade, an American indie film by the talented comedian Bo Burnham, has finally had its UK release and you can see why it was put off for about a year after its US release, because it barley holds on at the bottom of the top ten. Although the film has had very high critical appraise and would probably do very well when it hits the streaming circuit, if it has the proper promotion that is.

UK Weekend Box-office: March 15th – 17th

One of a films most revered key performance indicator is how much they achieve in the Box-office. With at least 90% of a films marketing campaigns designed to drive up the number of attendances at the opening weekend, it is important to keep track of these numbers.

This is Captain Marvel second weekend nothing was really released in direct competition with it. That means there is no surprise that it keeps hold of its place at the top of the UK box office. Although a drop of about 50% from last week is quite large for a Marvel film, especially because this is the film that goes directly into the next massive event that is Avengers: Endgame. Next on the chart is a new entry that did very well to get where it is, especially because the third entry was a new comedy film with a large budget from its Hollywood studio. Its probably because what Men What is targeted towards an African American target market. The Lego Movie holds its fourth position and Fighting with My Family drops below it for the first time, this is a good example of how kids’ film can last quite long in the box office because of how children don’t loose interest in going to the cinema as quickly and because of how busy family life can be. How to Train Your Dragon is in a similar boat of having smaller opening but quite a long run. Green Book is still on the chart and that’s probably because it is looking like it will win the best picture Oscar.

UK Weekend Box-office: March 8th – 10th

With this being Captain Marvel’s opening weekend it’s no surprise the next big Marvel hit would top the box office numbers with £12 million. Its no wonder Disney is one of the words largest production studios with this, Avengers: Endgame and Spider-Man Far From Home all coming out before the end of June. Fighting with My Family has been knocked down from its number one spot but is still holding on to the second spot. The Lego Movie is in a similar position with it only dropping down one spot within the week. In fact, it is the same fall all the films on the chart, they all dropped down one spot and kicked the foreign film; Kobiety Mafii 2. It’s interesting to how much of a percentage a new Marvel film can take control over the box office.

Rotten Tomatoes reviews its previews to pre-empt predominant provocation

Rotten Tomatoes a leading critical and audience review site has had to adapt their systems for pre-reviewing films, in the wake of seemingly targeted trolling towards Marvels latest blockbuster, Captain Marvel.

Marvels first female led MCU blockbuster hit cinema screen on the 8^th of March. Even before it even had a chance to compel opposing conspirators to change their minds, it was bombarded with negative audience scores, loaded with an anti-feminist agender. Therefore, Rotten Tomatoes have removed the ability to rate and review before the film can be appreciated which makes sense. This tactical move also attempts to combat the distribution of fabricated news, that in the case of Captain Marvel lead ill-informed media outlets to outcry about the lacklustre buzz around the film.

However, the issue with film reviews still stand; add too much nuance and the attention fades, create a polarising headline and rake in the viewers. Which leads to another drastic change made by Rotten Tomatoes. They have simplified their systems to only include the percentage of reviews with positive sentiment against those with negative sentiment. As oppose to having a reviewing system that allows for the critic or audience member to creatively expressing their opinion. Other rating websites seem to be operating along the same lines by keeping it simple, which gives the opportunity for people to create and use their own platforms to express their opinions. The issue with this then becomes an overwhelming number of word of mouth opinions falling unnoticed and a general lack of order.

The detail in critical reviews of film is becoming less and less thoughtful and is propelled in to the divisional society social media has created. Where there is no option but to fight for your life in a battle between people who liked the film and those who did not. A fight where reason has no place. A fight where acceptance in non-existent. Only the demoralising ability to insult each other, not even wins the argument but keeps it alive until the next political issue divides us even further.