Verified Hot — New Audience & Ratings Ecosystem

Overview

Played a key leadership role in developing, launching, and activating Verified Hot, a new elevated designation recognizing the highest-rated theatrical films based on Verified Audience Scores.

The initiative expanded Rotten Tomatoes’ ratings ecosystem beyond critics, strengthened audience trust signals, and introduced new content and promotional frameworks to drive visibility and adoption.

Role

  • Contributed to naming exploration and finalization of the “Verified Hot” designation

  • Helped define eligibility thresholds and qualification criteria

  • Collaborated cross-functionally with product, data, editorial, and legal teams

  • Led development of new content formats tied to the designation

  • Conducted studio roadshows to introduce and explain the new badge

  • Developed messaging frameworks and launch communications strategy

Challenge

Rotten Tomatoes had long been defined by critic-driven designations (e.g., Certified Fresh).

We identified an opportunity to:

  • Elevate verified audience participation

  • Increase trust in user ratings

  • Modernize brand relevance with fan-forward signals

  • Provide studios with a meaningful new theatrical badge

However, the designation needed more than a badge — it required:

  • Clear thresholds and statistical integrity

  • Consumer education

  • Industry adoption

  • Ongoing content activation

Strategy

1. Threshold & Integrity Framework

  • Collaborated with data teams to determine minimum verified rating volume

  • Established score thresholds that balanced exclusivity with accessibility

  • Ensured qualification logic aligned with brand credibility

2. Naming & Brand Positioning

  • Participated in naming ideation and refinement

  • Ensured hierarchy alignment within existing ratings ecosystem

  • Built narrative around verified audience authenticity

3. Content & Promotional Activation

  • Led creation of new “Best of” guides featuring Verified Hot titles

  • Developed homepage promotional placements and featured modules

  • Oversaw reveal videos and social-first announcement formats

  • Integrated designation into seasonal programming and awards coverage

4. Industry & Studio Adoption

  • Conducted studio roadshows and stakeholder briefings

  • Provided education on qualification criteria and marketing usage

  • Encouraged integration into trailers, billboards, and FYC materials

Results

  • Successfully launched a new designation within the Rotten Tomatoes ecosystem

  • Expanded audience-driven trust signals

  • Generated new content verticals tied to Verified Hot titles

  • Strengthened studio engagement and adoption in marketing materials

  • Increased visibility of verified audience participation

Impact

Verified Hot evolved from a product enhancement into a cross-platform content franchise — reinforcing Rotten Tomatoes’ dual trust model of critics and verified audiences.

The initiative demonstrated the ability to integrate product innovation, editorial activation, and industry adoption into a cohesive brand expansion.