If I was looking to present a genuinely favorable impression of an about-to-open 20th Century Fox film, I probably wouldn’t run top-of-the-ad quotes from Fox TV’s Jake Hamilton (out of Houston) and Fox TV’s Kevin McCarthy (out of Washington, D.C.), who are basically affable junket guys. I would have led instead with the blurb by MSN’s James Rocchi (“a gorgeous romantic tale full of live, love and beauty”), who brings top-tier cred and integrity.

Water for Elephants opens on Friday, 4.22. It’ll screen on Wednesday.