I hate to sound like I'm defending the guy and twitter again, but it's not shadow banning. Shadow banning would make your content not visible to anyone without you knowing. It's a related category of content moderation.

I do agree that it should be transparently marked and explained on the content if you've been artificially downranked, because otherwise it's too close to a shadow ban. I also don't agree with downranking for anything but trending pages, and certainly not for this movie.