Who needs film critics when studios can be sure influencers will praise their films?

“Feel free to share your positive feelings about the film on Twitter after the screening,” said the usher introducing the London press preview screening of Barbie, Greta Gerwig’s Mattel-produced film. The embargo for reviews, however, would not be lifted until two days later, closer to the film’s release. The audience generally didn’t bat an eyelid and it wasn’t the first time my colleagues and I had heard such directives, yet we were left feeling censored: if they won’t allow for our negative reactions, why should they get our positive ones?

The purpose of this strategy barely needs specifying: in addition to the film’s omnipresent marketing campaign, positive reactions on social media were to seal the deal and ensure that the most dubious potential spectators would be persuaded to turn up to the cinema on the opening weekend, the most crucial days for a for any of the press. Moreover, what were presented as exclusive interviews with the cast turned out to be prerecorded and pre-approved by the studio. Ahead of its release, the film was to be seen only through pink-tinted glasses.