This chapter examines the role of the critics in the marketing process in order to understand the nature of impact that they may have on film choice and reception. When convincing the readers of the validity of one’s schema of evaluation, critics increase their own legitimacy and as a by-product of this process they influence wider notions of legitimacy of genres or classes of film based on the dominant discourse which they have established. A stream of research that is gaining in terms of visibility in the media relates to gender and film. There are significant amounts of research on the underrepresentation of women in the film workforce, but this also translates into the realm of critical reviewing. Alongside critical reviews, awards ceremonies have been studied in relation to whether they impact on the box office performance of films and the perceptions of quality associated with specific films.