Wondering why that big film review hasnt landed yet?

It might just be because an embargo’s in force.

It also put in place an embargo of one minute past midnight.

Many saw this as damage limitation from Fox, and Im one of them.

The plan didnt entirely work (not least because the first review landed at 11.58pm!

), as the following days internet was flooded withDie Harddisappointment.

Thats not this countrys finest hour, Id argue.

Else the headline would have been along the lines of Fox wont showDie Hard 5to critics.

It figured that bad reviews were better than stories of it hiding the film.

Not that studios always take that path.

That movie wasThe Avengers(no, not thatThe Avengers), and critics quickly smelt blood.

Not every film held back from press screenings is a turkey, butThe Avengerswas.

The absence of a press show generated headlines in itself.

But what actually is it, and why does it exist?

In the days of websites, the embargo has become still more prevalent, though.

And this year in particular, it seems the issue of embargoes has come to the fore.

On our Twitter feed, were regularly asked when were reviewing big blockbusters.

Ive seen great films under embargo, Ive seen terrible films under embargo.

The early access has, particularly given the job I do, always been a help.

I dont have any problem with embargoes per se, he told me.

The fact is that any distributor is free to show or not show a movie to the press.

(One aside here.

I may return to this in a future article).

This has all come into focus this year particularly with the UK release of Duncan JonesWarcraftmovie.

It put peoples noses out of joint.

Warcrafts embargo muddle was the exception rather than the proverbial rule, though.

Thats what happened withGhostbusters, for example.

Sometimes, we do it to protect spoilers, one film marketing insider told us.

But thats a double-edged sword, she quickly countered.

Dont forget too were in the era of digital filmmaking, she pointed out.

Yet it remains American publicity departments who have ultimate say on the embargo for a film review.

Because, coldly, it works.

Are embargoes a good thing?

But it does seem right that you know about them.