The movie business is a tough gig, particularly once the cameras have stopped rolling. It might be hard work actually making the film, but it’s even harder marketing it and getting people to come sit in theatre seats to watch it. Film posters have long included quotes from critics – people who regular people trust to just good movies – in order to help sell a film’s quality. But soon, that got out of hand. With more critics than ever before, it’s now not so much a task of accurately reviewing the film, as it is trying to provide the right pull quote for the film poster.