Rightly or wrongly, I consider myself to be less of a snob than many popular film critics. Having actually worked as filmmaker, I understand how unbelievably difficult it can be to make a film - any film - and therefore harbor a deeper sense of appreciation for a poorly conceived or ill-produced film. Most films I review garner a three. This is not to say, however, that they are merely average, nor does it mean that I enjoyed each "three" equally -- in fact, I perceive there to be quite a broad range within any given number. BATMAN BEGINS (2005) and LIFEBOAT (1944), for example, both receive a three from me but in no way can I say that I enjoyed the two films equally.
My process is very simple. I write the reviews very quickly, often working from notes jotted down while watching the film. Composing reviews in this way serves two purposes. One, it forces me to find the good in a piece of art that I might otherwise not care for. As I said before, a lot of hard work goes into making a film -- even a bad one -- and this is a much less critical or negative way for me to comment on the strengths and/or weaknesses of the film. In fact, I will even go so far as to say that I believe even the worst movies have something to like about them.
Secondly (and most usefully), writing down what I think works and what doesn't work has really helped me understand the visual storytelling process better.
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