Clearly pejorative term used by some
movie reviewers (for instance, [Roger Ebert]
?) to describe other reviewers who provide reviews of movies before the movies are released. These reviews are uniformly positive, feature stock phrases (such as "spectacular," "edge-of-the-seat," "thrilling," "joy ride," etc.), and are almost always followed by one or more exclamation points. Reviewers using this phrase wish to make the point that the other reviewers demean the profession by in effect selling positive reviews for movies that may not seem to deserve them.
Aside: In early June 2001, Columbia Pictures admitted that a reviewer (David Manning) whose quotes often appeared on their promotional posters was an entirely fictional creation of their marketing department.
See also: movie marketing
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