I read responses to the initial posting on the subject of our First Look Rep and critics with keen interest, and thank those of you who entered the conversation.
Some comments on this strand address precisely the significance and difference of First Look. First Look is a developmental process culminating in public performances, for which, yes, we charge admission. But we are trying to create a relationship with our audience that is not purely transactional, i.e. money in exchange for product. Instead, we are seeking to engage them in the process of making a play, an endeavor much more difficult to describe within the current model of “reviews”. First Look requires innovation and imagination from both the artists and audiences. How can we stimulate a similar sense in our critics?
Further, most theaters, including Steppenwolf, charge less money for tickets to “previews” than for tickets after opening – but they still charge. It is (or used to be) considered a breach of etiquette for critics to review a production during the preview process, rather than at opening. The entire run of First Look is much more equivalent to a preview process than the run of play. Is it possible, or reasonable, to ask critics to both perceive and report the difference? How can one communicate all of this, without inhibiting their genuine response?
One writer drew the analogy to buying tickets with investing in a company, and citing the notion that analysts hold companies to the same standards regardless of whether they are new.
I find the comparison provocative of further questions. Generally, we would invest money with a company only after doing significant research and verifying the bona fides of the analyst recommending it. (If you are like me, you get five pieces a day of spam from “analysts” urging me to invest in some company or other.) Do we do that with critics, or do we take the critic’s (or media outlet’s) word that s/he is qualified to express an expert opinion? Or do we not see critics as “experts”, but simply as citizens like ourselves who have the good fortune to have a larger mouthpiece? Do we build trust with a critic over time – e.g., we see things about which they have written, and find ourselves agreeing with them – and how seriously do we take a “betrayal” of that trust? In the democratizing days of the internet, anyone can set themselves up a web-site, say “ImATheaterCritic.com”, call themselves a critic, and issue their opinion to as many people as are willing to read it. How does this affect our notion of critics?
One last volley: the question of “critics”, as opposed to “reviewers”. Good criticism offers observations about a work, acknowledges its context, resists the temptation to fully dismiss or overly praise, and places the work of art at its center, rather than the critic. I note that Chicago is the birthplace of the “thumbs up - thumbs down” critical nomenclature, and ask does Chicago need critics or reviewers? As consumers of media, and theater-goers, what is in your best interest?