Introduction
In the sprawling digital landscape of the late 1990s, when the internet was still a novel frontier, a young movie enthusiast named Senh Duong launched a website that would transform how audiences engage with film criticism. Rotten Tomatoes, born on August 12, 1998, began as a humble passion project rooted in Duong’s love for Jackie Chan’s action films. Over the next two decades, it evolved into a cultural juggernaut, shaping moviegoing habits, influencing box office outcomes, and sparking debates about the nature of criticism itself. This article explores the origins of Rotten Tomatoes, the motivations behind its creation, its growth through the dot-com era, and its lasting impact on the film industry, all while weaving in the personal and cultural context that made it a uniquely Asian-American success story.
The Spark: A Jackie Chan Fan’s Vision
The story of Rotten Tomatoes begins with Senh Duong, a Vietnamese-American student at the University of California, Berkeley, whose obsession with Hong Kong action star Jackie Chan ignited the idea for the website. In 1998, Duong was eagerly anticipating the U.S. release of Rush Hour, Chan’s first major Hollywood crossover, initially slated for August of that year. As a fan, Duong scoured the internet for reviews of Chan’s films, only to find that accessing comprehensive, aggregated critiques was a frustrating task. The internet, still in its infancy, lacked a centralized hub for movie reviews, leaving fans like Duong to dig through scattered sources—newspapers, magazines, and early online forums.
Frustrated by this gap, Duong envisioned a website where moviegoers could access a variety of critics’ reviews in one place. His goal was clear: “to create a site where people can get access to reviews from a variety of critics in the U.S.”. This vision was not just about convenience but about empowering audiences with information to make informed viewing choices. Duong’s passion for Chan’s films, particularly the high-octane stunts and charisma that defined movies like Supercop and Rumble in the Bronx, fueled his determination. He coded the initial version of Rotten Tomatoes in just two weeks, launching it on August 12, 1998, though Rush Hour’s release was delayed to September.
The first film to have its reviews aggregated on the site wasn’t Rush Hour but Your Friends & Neighbors (1998), a non-Chan Hollywood drama, signaling Duong’s intent to expand beyond his initial fandom. This decision marked the beginning of Rotten Tomatoes’ transformation from a niche fan site to a broader platform for film criticism. The name “Rotten Tomatoes” itself was inspired by the vaudeville-era cliché of audiences throwing tomatoes at poor stage performances, though Duong also drew from the quirky imagery of the French-Canadian film Léolo, where a character imagines being conceived from a tomato. The name captured both the playful spirit and the critical judgment that would define the site’s identity.
Building the Foundation: The Early Days
Rotten Tomatoes launched with modest expectations but quickly gained traction. On its first day, it garnered about 100 views after Duong posted links in Usenet movie groups. Within days, it was spotlighted by Yahoo! as the site of the day, boosting traffic to a couple thousand views. Subsequent mentions by USA Today and Netscape, major players in the early internet, drove tens of thousands of visitors to the site. A pivotal moment came when iconic film critic Roger Ebert endorsed Rotten Tomatoes, lending it credibility within the film community. This early success validated Duong’s vision and set the stage for the site’s growth.
At the time, Duong was working as the creative director at Design Reactor, a Bay Area web design firm he co-founded with fellow UC Berkeley graduates Stephen Wang and Patrick Lee, whom he met through practicing Wushu martial arts. Balancing his day job with Rotten Tomatoes proved taxing, and Duong soon left Design Reactor to focus on the site full-time, moving back to Sacramento and enlisting high school friends Binh Ngo as editor-in-chief and Bobby Ly for internet marketing. This core team, predominantly Asian-American, brought a scrappy, collaborative spirit to the project, reflecting the cultural context of their shared experiences as children of immigrants navigating the tech boom.
The site’s early operations were manual and labor-intensive. Duong and his team scoured newspapers, magazines, and emerging online outlets for reviews, often visiting libraries to copy quotes—a far cry from the automated systems of today. They introduced the “Tomatometer,” a simple yet revolutionary metric that calculated the percentage of positive reviews for a film, labeling it “Fresh” (60% or higher) or “Rotten” (below 60%). This binary system, inspired by Siskel & E喧’s “thumbs up, thumbs down” ratings, made complex reviews accessible to casual readers, though it would later draw criticism for oversimplification.
Surviving the Dot-Com Bust
The late 1990s and early 2000s were a volatile time for internet startups, and Rotten Tomatoes faced significant challenges during the dot-com bust of 2000–2001. The collapse of mySimon.com, a partner site, led to financial strain, with founders Patrick Lee and Paul Yanover taking no salaries and staff accepting 30–50% pay cuts. Lee even moved into the office to save on rent, a testament to the team’s dedication. Despite these hardships, the site’s growing popularity—reaching 250,000 unique visitors by January 2000—kept it afloat.
The introduction of the Golden Tomato Awards in 2000 (originally the RT Awards) marked a milestone, honoring the best-reviewed films in categories like wide release, limited release, and international films. These awards, announced on the website without a formal ceremony, reinforced Rotten Tomatoes’ role as a tastemaker. The site’s focus on transparency—featuring both positive and negative reviews—set it apart from studio-driven marketing, which often cherry-picked glowing quotes.
Evolution and Expansion
As internet culture evolved, so did Rotten Tomatoes. The site began including reviews from online critics, YouTubers, podcasters, and bloggers, reflecting the democratization of film criticism. In 2009, it launched The Rotten Tomatoes Show on Current TV, hosted by Brett Erlich and Ellen Fox, though the show ended in 2011. The acquisition by Flixster in 2010, followed by Fandango in 2016, integrated Rotten Tomatoes into the movie ticketing ecosystem, amplifying its influence. Fandango’s ownership led to Tomatometer scores appearing alongside ticket listings, making the site a critical factor in moviegoing decisions.
The Tomatometer evolved to include the “Certified Fresh” designation for films with a 75% or higher score and a minimum number of reviews, including five from Top Critics. The Popcornmeter, introduced later, captured audience sentiment, complementing the critic-driven Tomatometer. These metrics made Rotten Tomatoes a one-stop shop for both professional and public opinions, though they also sparked debates about oversimplification and groupthink.
Controversies and Criticisms
Rotten Tomatoes’ rise to prominence was not without controversy. In 2010, New York Film Critics Circle chairman Armond White criticized the site for “dumping reviewers onto one website and assigning spurious percentage-enthusiasm points,” arguing that it stifled individual expression. Film historian Landon Palmer echoed this, calling the Tomatometer a “problematic algorithm” that oversimplifies art. Director Brett Ratner and filmmaker Martin Scorsese also criticized the site for reducing nuanced reviews to binary scores.
In 2018, Rotten Tomatoes faced a scandal when it was revealed that PR firm Bunker 15 paid lesser-known critics $50 to review the film Ophelia, aiming to boost its score. Rotten Tomatoes responded by delisting the film and reinforcing its commitment to score integrity. While some, like former critic Christopher Null, argued that such practices were common in PR, the incident raised questions about the site’s vulnerability to manipulation.
Cultural Impact and Legacy
Rotten Tomatoes’ impact on the film industry is undeniable. Its scores can influence box office performance, particularly for smaller films without brand recognition or star power. Producer Donna Gigliotti noted that high Tomatometer scores can enhance box office returns for such films, while major franchises are less affected. The site’s accessibility has made it a go-to resource for millions, with over 1.1 million reviews and 26,000 Tomatometer ratings as of 2021.
The site’s Asian-American roots, often overlooked, are a significant part of its story. Founder Senh Duong’s identity as a Vietnamese-American and his connection to Jackie Chan’s films gave Rotten Tomatoes a unique cultural perspective. Editor Alex Vo, who joined in 2006, noted that seeing Chan on screen was a form of representation for Asian-American audiences, a sentiment that resonated with the site’s early team. This cultural context underscores Rotten Tomatoes’ role as a platform that amplifies diverse voices in criticism.
The Modern Era: A Refreshed Identity
In recent years, Rotten Tomatoes has continued to evolve. A 2017 brand refresh by Pentagram introduced a modern logo with a sleeker tomato and splat, moving away from cartoonish designs to a more professional aesthetic. The site expanded its original content, offering rankings, celebrity interviews, and video series, while maintaining its core mission of aggregating reviews. The addition of the TV Zone in 2013 brought television reviews into the fold, reflecting the growing importance of streaming content.
Today, Rotten Tomatoes remains a trusted authority, despite criticisms. Its influence extends beyond moviegoers to studios, which monitor scores closely for marketing and distribution strategies. The site’s ability to synthesize thousands of reviews into a single metric has made it a cultural touchstone, often compared to Yelp for its role in guiding consumer choices.
Conclusion
From a Jackie Chan fan site to a global authority on film and television, Rotten Tomatoes’ journey is a testament to the power of passion, innovation, and resilience. Senh Duong’s vision, born from a desire to connect fans with critics, revolutionized how we consume entertainment media. Despite challenges—dot-com crashes, ethical controversies, and debates over its methodology—the site has thrived for over 25 years, shaping the film industry and empowering audiences. Its Asian-American origins add depth to its story, reflecting a commitment to representation and accessibility. As Rotten Tomatoes continues to evolve, it remains a vital tool for navigating the ever-expanding world of entertainment, proving that a simple idea, executed with dedication, can change the cultural landscape.