On Friday, Wall Street Journal critic Joe Morgenstern complained that if Vantage Point became a hit, it wouldn't be on account of its content or performances but because of "yet another massive marketing campaign on behalf of damned near nothing, and there's no reason to think the effort won't bear fruit. It's Rancid fruit, though, if you care about the state of the medium." Over the weekend, Sony distribution chief Rory Bruer appeared to acknowledge that the film owed its success to the studio's marketing department. "It was an out-of-the-box campaign that went so well with the movie," Bruer told the Los Angeles Times. The newspaper itself praised the film's posters and other ads that "used mosaic-style images in the tradition of classic thrillers."