In the past five years, Rotten Tomatoes has been committed to diversifying the field of entertainment criticism through its Critics Outreach and Grant Program. As part of this initiative, Rotten Tomatoes has provided over $600,000 to support various projects aimed at promoting diversity and inclusion in the industry. This includes $500,000 allocated towards media inclusion scholarships and other initiatives, as well as an additional $100,000 for networking events.
One of the significant achievements of Rotten Tomatoes’ efforts is the addition of more than 1,000 new critics to its renowned Tomatometer. Notably, 50% of these newly added critics are women, and 24% are individuals from ethnic minority backgrounds. This represents a significant step towards creating a more inclusive and representative pool of critics. Additionally, 66% of the newly approved Tomatometer critics come from historically excluded backgrounds, which is in part due to Rotten Tomatoes’ decision to welcome freelance critics (61% of new additions) and critics from newer outlets (13%).
While other entities in the entertainment industry are seemingly shifting their priorities away from diversity, equity, and inclusion (DEI), Rotten Tomatoes remains steadfast in its commitment. The company recently reiterated its dedication by renewing its $25,000 donation to the Toronto International Film Festival Media Inclusion Initiative. This program aims to assist accredited press members from historically underrepresented communities in affording festival attendance. Rotten Tomatoes’ continued support has amounted to over $100,000 contributed to the initiative since 2018.
Jenny Jediny, the Director of Critic Engagement at Rotten Tomatoes, highlighted the company’s multifaceted approach towards promoting inclusivity. In addition to providing a platform for diverse voices and perspectives through their various platforms, Rotten Tomatoes has also supported scholarships, mentoring programs, and film festival press inclusion initiatives. These efforts aim to level the playing field for traditionally marginalized critics who may not have had the same early access to entertainment content as their counterparts at more established media outlets. Furthermore, Rotten Tomatoes recognizes that they are not working alone in this endeavor, as they collaborate with numerous organizations that share a common commitment to fostering an inclusive and equitable environment for both current and future critics.
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In line with their dedication to diversity and inclusion, Rotten Tomatoes has recently formed partnerships with three community-based nonprofits. Firstly, they are supporting GALECA: The Society of LGBTQ Entertainment Critics’ Crimson Honors Scholarship for LGBTQIA+ women and nonbinary students of color. This scholarship aims to provide financial support to individuals from these communities pursuing careers in entertainment criticism. Secondly, Rotten Tomatoes is sponsoring the National Association of Black Journalists’ Arts & Entertainment Media Institute in 2023. This partnership will provide opportunities for aspiring Black journalists to gain professional experience in the arts and entertainment industry.
Additionally, Rotten Tomatoes is proud to be a founding partner in Gold House’s Futures Accelerator. This program is specifically designed to support aspiring and emerging Asian Pacific entertainment and business journalists. Rotten Tomatoes’ collaboration with Gold House also extends to presenting a Critics Edition of the Rotten Tomatoes Lab virtual series, offering a platform for diverse perspectives and voices to be heard.
Through these initiatives and partnerships, Rotten Tomatoes continues to pave the way for a more inclusive and diverse entertainment industry. Their commitment to amplifying diverse voices, supporting scholarships and mentoring programs, and collaborating with like-minded organizations demonstrates their dedication to creating a more equitable environment for critics from historically excluded backgrounds. Rotten Tomatoes recognizes that fostering diversity and inclusion is an ongoing journey, and they remain steadfast in their efforts to champion underrepresented voices in the world of entertainment criticism.
