Warner Bros. Paid 2,000 Media Influencers to Post “Positive Content” About Wuthering Heights
According to CinemaDrame News Agency, Wuthering Heights, directed by Emerald Fennell, grossed more than $37 million in the United States and $80 million worldwide last weekend, despite receiving mixed reviews. However, a report by Popbitch claims that Warner Bros. marketed the film in an unconventional and unethical manner.
Before official reviews were published, a wave of positive reactions flooded social media, with early viewers describing the new adaptation of Wuthering Heights by Emily Brontë as “a god-tier classic.” It has since emerged that Warner Bros. allegedly paid media influencers to post such praise.
The report states: “Wuthering Heights had one of the biggest marketing campaigns in the world… and nearly 2,000 social media influencers were paid by Warner Bros. to say good things about the film.”
Three years ago, The Guardian published an article titled “Who needs film critics when studios can ensure influencers rave about their movies,” predicting that this strategy would become increasingly common. This year, the newspaper also reported on the film’s “astonishing and concerning” merchandise, including chia pudding, Bloomingdale’s tea, and lingerie collections tied to Wuthering Heights.
Warner Bros. previously employed similar tactics for Barbie and several other films, paying influencers—some of whom were relatively unknown—inviting them to early screenings, and receiving positive posts in return. Wuthering Heights initially held a 73% rating on Rotten Tomatoes based on 53 reviews, but that score fell to 64% on Friday after 227 reviews were counted.
