In a 6.7 N.Y. Times piece about the increasing prominence of web-based critics in movie-marketing campaigns, Michael Moses, executive vice president of national publicity for Universal, tells Brooks Barnes that “some of the best film writing and most substantive reviews are found online. Those sources are as legitimate as any other.”

And Mike Vollman, president of marketing for MGM and United Artists, says he “will probably rely more on quotes from blogs than from Time magazine and The Los Angeles Times” when he slaps together his campaigns for Fame, a remake of the 1980 musical, and Hot Tub Time Machine.

“The reality, and I’m sorry to tell you this, is that younger moviegoers are more likely to be influenced by a blog than by a newspaper critic,” Vollman said.