to combat the 'Rotten Tomatoes Effect' is to make better movies, plain and simple". Some studios have suggested embargoing or cancelling early critic screenings in a response to poor reviews prior to a film's release affecting pre-sales and opening weekend numbers. In July 2017, Sony embargoed critic reviews for The Emoji Movie until mid-day the Thursday before its release. The film ended up with a 9% rating (including 0% after the first 25 reviews), but still opened to $24 million, on par with projections. Josh Greenstein, Sony Pictures President of Worldwide Marketing and Distribution, said: "The Emoji Movie was built for people under 18 ... so we wanted to give the movie its best chance. What other wide release with a score under 8 percent has opened north of $20 million? I don't think there is one". Conversely, Warner Bros. also did not do critic pre-screenings for The House, which ended up with a 16% rating, until the day of its release, but it still opened to just $8.7 million, the lowest of star Will Ferrell's career. That marketing tactic can backfire, and drew the vocal disgust of influential critics such as Roger Ebert, who was prone to derisively condemn such moves, with gestures such as "The Wagging Finger of Shame", on At the Movies. Furthermore, the very nature of withholding reviews can draw early conclusions from the public that the film is of poor quality because of that marketing tactic. On February 26, 2019, in response to issues surrounding coordinated "bombing" of user reviews for several films, most notably Captain Marvel and Star Wars: The Rise of Skywalker, prior to their release, the site announced that user reviews would no longer be accepted until a film is publicly released. The site also announced plans to introduce a system for "verified" reviews, and that the "Want to See" statistic would now be expressed as a number so that it would not be confused with the audience score. Despite arguments on how Rotten Tomatoes scores impact the box office, academic researchers so far have not found evidence that Rotten Tomatoes ratings affect box office performance. Reception Rotten Tomatoes won the 2020 Webby People's Voice Award for Entertainment in the Web category. Oversimplification In January 2010, on the occasion of the 75th anniversary of the New York Film Critics Circle, its chairman Armond White cited Rotten Tomatoes in particular and film review