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 through the nose for a double page spread of their film's review, no matter the rating. These particular films will have big name stars to splash on the page in large images to attract a mainstream audience, 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 a fairly 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, achieving their goal.
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