If by early reviews you mean AintItCoolNews... I'm convinced they're paid to plug movies these days, and the movies that don't play ball, well, they get fucked. Think about it: AICN bashes X3 constantly, lowering film expecations, then ramps up and starts promoting the week before it comes out. Fan expectations are low, but the product "is pretty good", all things considered, and people go and see it with their view of the movie already coloured by the AICN reviews and buzz.