Tuesday April 18, 2017

Hollywood Is Losing the Battle Against Online Trolls

The movie industry is blaming 4chan and reddit users for ruining the reputation of their movies with organized campaigns such as mass downvoting, which results in dismal scores at hotspots such as IMDb and YouTube months before a film’s release. It’s entirely possible, however, that Hollywood is merely churning out garbage at record rates, and the average film aficionado is fighting back. I am also damn sure that marketing departments have tons of shills who artificially boost the interest for flicks, so it all balances out in the end.

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In 2016, the all-female reboot of Ghostbusters became a magnet for a downvoting campaign from 4chan and Reddit users. They organized to give hundreds of thousands of "thumbs down" to the film's YouTube marketing materials آ— its first official trailer, the video of its theme song, even a clip of the cast on Jimmy Kimmel Live! Sony began releasing the film's trailers on Facebook, which has no "dislike" button, but by then the trolls had taken hold of the narrative. It's impossible to say whether they made an impact on the box office, but in the end, Ghostbusters lost an estimated $70 million.