In film review magazines, films are generally give a rating of 1-5 stars or a percentages. However, many high paying film studios will pay for a double page spread of their film's review. These particular films will have big name stars to have on the page in large images to draw in the audience who would usualy go and see this actor. This audience will usually have no desire to see the latest art house film, much rather the most entertaining film out with actors they know and have seen before. The film may get a terrible review but as a form of marketing it is very effective and cheaper than buying advertising space in magazines.
For example, 'The Expendables' received an average score in 'Empire Magazine' yet was a double spread feature, emphasising the films marketing ploy of a huge cast of big action star names, with images of all the characters together.
People who generaly read film reviews would be your average joe. Film reviews are everywhere, magazines, newspapers, even on the trailers of the film they have quotes from reviews integrated into the trailer. Also films are often reviewed informally from friends and family. Social networking sites also have a big part in reviews because you can post a status as "just saw this film, was amazing". this could lead to other people going to see the film when they normally wouldnt go.
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