Since Franklin is locked into a numerical system of critiquing a film (a scale of 1 to 10), his reviews are used in ads only if they are "A 10! Wonderful!" (No self-respecting ad man or woman is going to use a "A 6! Not bad!")
I think he would be well advised to go to a system that uses a literary review. That way it could be a moderate review and still be used, allowing the ad agency to liberally apply the quintessential and strategically placed ellipsis that we've all come to know and love.
DON KUMFERMAN, Ridgecrest