Magazine Film Reviews (Research):

Magazine film reviews are used to give the audience an objective opinion as reviews are usually more balanced. A film poster has an instant affect on the audience however they may not take in as much information as it takes a maximum of 2 minutes to look at a film poster whereas if they were to read a film review, they would be spending more time to slowly take in the information. Film reviews play a very important part in a firm's marketing campaign as it is free publicity, as the press are objective and just has to tell the truth about what they thought about the film. However, there is an element of risk as the publicity isn't paid for so they can therefore write whatever they want. If the film review is good then it can work in favour of the films marketing campaign however a very bad review can ruin a film completely.