The document discusses the Tomato Topper Award, which honors marketing campaigns that were successful in drawing audiences to a film despite receiving poor reviews from critics. The award is presented by Rotten Tomatoes and the winner is determined based on movie posters, websites, trailers, and opening weekend box office numbers. The document announces that Kevin Smith will present the inaugural Tomato Topper Award at the Key Art Awards ceremony, and congratulates this year's winner and their marketing team for overcoming negative reviews.

1. END RESULT
TOP OF THE CROP
A NEW
PHOTO: GETTY IMAGES
AWARD
HONORS
MARKETING
CAMPAIGNS
THAT
OVERCAME
THE ODDS
— AND THE
CRITICS.
hat movie should we see tonight? for the 2007 summer season, this year looks — chosen from among those ranked the
It’s a question millions of people to be even more lucrative thanks in lowest by the critics in 2006 — stood out in
ask themselves every weekend. large part to the hard work of the movie its efforts to draw audiences to the ever-
Informing their decisions are friends, marketing community. important opening weekend. (Remakes,
critics, entertainment news outlets — The Key Art Awards were created 37 years sequels, major star vehicles and other
and the latest and greatest marketing ago to honor the best in movie and home movies with established audiences were
campaign. video marketing. This year, we inaugurate excluded.)
Posters, trailers and everything else — the the Tomato Topper Award, presented by the The Hollywood Reporter Key Art
creative materials on display in this catalog Web site Rotten Tomatoes, created to high- Awards welcomes filmmaker Kevin Smith as
— play the crucial role of making the sale light how effective marketing can translate presenter of the inaugural Tomato Topper
and getting consumers into theater seats on into boxoffice success even when the reviews Award, which will be revealed at this year’s
opening day. Those seats were definitely full are less than favorable. Key Art ceremony.
in 2006, with 1.44 billion tickets sold, gen- Relying on movie posters, Web sites, So congratulations to this year’s winner
erating $9.42 billion in domestic boxoffice trailers and weekend boxoffice numbers, and the marketing team behind it.
revenue. And with records already falling Rotten Tomatoes determined which movie And to hell with the critics. •
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