Lyn Gardner considers how star rated reviews influence theatre attendance and the decision to buy, or not to buy. Is it time for a new reviewing system?
Before the arrival of star ratings, regular theatregoers would read a review and become expert at reading between the lines. If the show sounded interesting, then perhaps they would turn a blind eye to the more negative comments. Indeed, those who read any critic regularly will know that negatives from that particular voice may well be real positives from their point of view.
The role of the critic comes with many responsibilities, but while inevitably our reviews function as a consumer guide to some extent, I certainly don't see it as my role to sell tickets. That's what marketing departments are for. I've written about that before in some detail here.
But in a world where arts criticism has almost universally been reduced to star ratings, it's almost certainly the case that many theatregoers make their buying decisions on the bluntness of the rating rather than the nuance in the review.
Before the arrival of star ratings, regular theatregoers would read a review and become expert at reading between the lines. If the show sounded interesting, then perhaps they would turn a blind eye to the more negative comments. Indeed, those who read any critic regularly will know that negatives from that particular voice may well be real positives from their point of view.
The role of the critic comes with many responsibilities, but while inevitably our reviews function as a consumer guide to some extent, I certainly don't see it as my role to sell tickets. That's what marketing departments are for. I've written about that before in some detail here.
But in a world where arts criticism has almost universally been reduced to star ratings, it's almost certainly the case that many theatregoers make their buying decisions on the bluntness of the rating rather than the nuance in the review.