The term Review Split 2016 references the key policy shift that allowed film studios to spread out movie reviews instead of releasing them all at once. For example, under the old policy, all reviews for Split would have been published on the same day, but now they can be dispersed over several weeks.
This change was motivated by the belief that a steady stream of positive reviews would result in greater box office success. Additionally, studios can now tailor their marketing campaigns to specific audiences by releasing reviews that appeal to different demographics. The most significant historical factor behind this policy shift was the rise of social media, which gave studios a new platform to engage with audiences and promote their films.