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Check whose quote
it is. Mainly, Check the name of his or her
publication. The critic and the publication
may be top caliber, but if s/he’s not from a
major national media source, the question is
-- why was that critic used for
the ad? Why couldn’t the publicity
offices find critics from major
publications for their ads? If the
sources used are less than that, it means
that positive opinion on that film is
scarce.
Be wary of
one-word quotes! Look for whole
sentences; even better -- whole paragraphs.
From a critic’s original review a one-worder
may have been lifted out of a comment that
had a totally different sense, referring to
something minor.
And . . . Be wary
of hype that shouts, “The critics all
agree!” Never happened.
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