How important is online reviewing compared to more conventional channels such as TV, magazines and newspapers?

I feel that online reviewing is very important compared to TV, magazines and newspapers as many people now use the internet more that going out of their way to buy a magazine. Also online reviewing is much easier to do and can be less set-up by film companies. Also it can provide more viewers responces to the film and their ratings along with the official review. Personally I would trust the internet more as other people can post their views on the film freely and it is easier to get a more complete overview of the film. After reading the review for Pirates Of The Caribbean: On Stranger Tides I decided against going to see it as the review said it had nothing on the other films and that it was a poor sequel.