The Factory Theatre Will Not Invite Critics to Opening Night

I wasn't going to write anything about an email I got earlier today - in which I learned the Factory Theatre in Toronto wasn't going to invite critics to openings anymore. However, I thought it could make for a good excuse to start a dialogue I think is worth having: Does anyone care about what critics have to say?

I sure think so, and based on some of the feedback I've had since I started writing about theatre, so do plenty of others.

These days, a theatre ticket is a big expense. Often times, people want to know what others thought about the show before booking a ticket. For example, before booking (less than stellar) seats at about $130 a pop to The Book of Mormon, I read a bunch of reviews from the Broadway production and tour to determine if it was worth it. (For the record, I did not review that production.)

And... I loved the show.

As a consumer I like to know what I'm getting, and reviews are a big part of that. I regularly read multiple reviewers I trust based on my experience with their tastes in the past. This doesn't only apply to theatre - but books, movies, electronics, and TV shows among other things.

Generally, I like to think that the Toronto theatre scene is fairly consumer-friendly with premium and scalped tickets kept to a minimum. There have been a few occasions where critics weren't invited to review first-class national tours (the most recent visit by Chicago and the current tour of The Book of Mormon come to mind.)

The Factory Theatre has decided they want to open their shows, and invite critics about halfway through the run to "support and celebrate the work of our theatre creators by giving general audiences the first chance to respond to our shows and to be at the forefront of the conversation. Members of the media are also a part of this conversation, but it is that larger conversation we are striving to facilitate."

At the end of the day, the Factory Theatre can do as it pleases - but I have some issues with this.

BroadwayWorld Toronto doesn't have endless resources. Since I've taken over as Senior Editor - we've expanded our roster to include theatre companies we weren't able to in the past. We've expanded our coverage through many areas in southern Ontario, and are hoping to be able to cover the Factory Theatre's 2015-15 season.

It's not always easy for me to get a reviewer for all the shows I'd like. I'm thankful for our wonderful team who work extremely hard. But, if I have to choose a show opening with a long run over one that's already been open for a good number of days, I think it's fairly obvious what I'd do. A review for a recently opened show will be read more than one for a show with plenty of word of mouth - good or bad. Of course, none of this affects the tone of the review.

There are other options besides inviting critics to opening night. In New York, critics are usually invited to final previews. Shows playing the Mirvish theatres have media nights within the first few days of starting performances. Bringing in a critic approximately halfway through the run is surely unnecessary, right?

Factory Theatre, you may be trying to facilitate a conversation - but I think you're inadvertently (or maybe purposefully) trying to silence the critics. Time will tell if this experiment of yours is worthwhile. I hope it works out for you.

"We are seeking a new narrative. It's time for change." the email states. The question I'm asking is: a change from what?

If I can't make the media night of 'Art of Building A Bunker' I'll do my best to make sure it's covered at BroadwayWorld.

Do you care about what critics have to say? Let me know via email at alan@broadwayworld.com or on twitter at @alanhenryTO. I'd love some feedback in the event I write a follow up article.

You can read the statement from the Factory Theatre below:

Factory Theatre, with the unanimous support from this season's partners, is attempting to redefine what "opening night" means by considering what the artists want from it, and what the audience deserves from it, not just what tradition dictates it should be.

Beginning with The Art of Building a Bunker, we have decided to offer working members of the media complimentary tickets to a media night on October 21 (three performances after opening night), and for the length of the run as long as tickets are available.

We wish to support and celebrate the work of our theatre creators by giving general audiences the first chance to respond to our shows and to be at the forefront of the conversation. Members of the media are also a part of this conversation, but it is that larger conversation we are striving to facilitate.

This is an experiment. It might fail, but it might serve the production, the artists, the community, and the conversation it inspires exactly the way we imagined.

We are seeking a new narrative. It's time for change.

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This article first appeared on Toronto Senior Editor Alan Henry's Blog - Alan Henry Writes, on 9/26/2014.

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