Edinburgh diary: Who are these reviewers, then?

Without the deluge of daily reviews, the Edinburgh Festival would be very different. Nicky Woolf meets the people who write them.

The Edinburgh Festival revolves around performers and shows. Without them, there is no festival. But there is another gravitational well about which the punters also orbit: the reviewers, and there are no shortage of them.

The national newspapers send their correspondents, but there are also a great number of small independent publications that spring into life for the month of August, or specialise in covering fringe theatre: Fest, the Skinny, Fringe Review, Fringebiscuit, Fringe Guru, WhatsOnStage, Three Weeks and Broadway Baby to name but a few.

These publications rely almost entirely on volunteers for reviewers; many, perhaps most, are students; but almost all are essentially enthusiastic amateurs. Three Weeks and Broadway Baby are the most prolific, with more than a hundred such reviewers apiece.

I speak to Dan*, a former Broadway Baby reviewer who was working for the site two years ago. “There was no training, really,” he tells me. “They had a meeting, that was it. There was no vetting, and the standard of reviewing [on all these sites] vary. Some of them shove four or five stars on anything. There is a guy who does a look over the thing, but it's just basic sub-editing to make sure it's not offensive. Three Weeks, for example, has a bit of a reputation for being open to anyone who's written an article at university, or anyone who can nearly string a sentence together.”

Levi Bailey, the managing editor of Broadway Baby, does tell me that the site aims to “make sure [reviewers] are from a background where they've already been trained”, but nonetheless a quick glance across the review-sheets that the two big sites print daily will show some people who seem to be writing from a position of genre-bias, appear to have fallen in love with their own critical phraseology – a quick glance at today's reveals “being locked in the cabinet would have been more fun” – want to air their own theatrical theories (“I have always been of the opinion,” one particularly memorable review opened dictatorially, “that Shakespeare cannot be read but must be performed”), or are simply written with such poor attention to grammar, syntax and vocabulary that any theatrical judgement must be put in doubt simply by association.

“Another problem with a lot of the sites like Broadway Baby and Three Weeks are that a lot of them are trying to prove their writing flair, so they want to try out new things,” Dan tells me. “Everybody wants to be Will Self up here.”

Often, this all means there is little love lost between performers and reviewers. A bad review can dent a young production's chances of commercial success, while a good one can often guarantee it. Especially in the internet age where a young theatre company's Google rankings are as important as word-of-mouth recommendations, the power to make or break a show is a lot of responsibility to place in the hands of someone who is essentially an unqualified amateur.

Tom Eccleshare and Valentina Ceschi are the theatrical duo behind Captain Ko and the Planet of Rice, a beautiful but unusual production which has suffered at the hands of some reviewers. “Now I like mime,” a Broadway Baby review of their show opines, “but I do have an issue with a mime that lasts twenty minutes.” Thus are Tom and Valentina are afflicted by the reviewer's short attention span. Is this fair?

“We knew that the piece would be divisive, [but] we didn't find any bad reviews for a while and our sales were really good, so we thought maybe no news is good news,” Ceschi tells me. “Then we found them all at once. It was really upsetting. After a while, if you keep reading them there is a danger of believing what you read.”

“You're doing it every night and now you have those words in your head, and as soon as you hear somebody shuffling in the audience a voice in your head goes: 'ah, there you go. They were right.'”

On the other hand, the duo tell me, despite the critical hostility, their audiences have been positive – and large. “The thing with a bad review,” says Ceschi, “is people might not really see it. It's the good reviews that people are looking for. If the show has good word of mouth, and if the audience response has been positive, that's the most important thing. If you got 5-stars to whack on your poster it's going to be eye-catching, but there's a limit to the damage a bad review can do.”

A galaxy of stars is a real boost to a young company, however. By now, many shows will have had several reviewers in, and those that have been rewarded with good ratings will be sitting around diligently stapling printouts of those stars to their flyers and posters. But there is a lot of pressure on reviewers to give out good reviews. “People just aren't as careful with the star rating,” says Dan, “but it's the star ratings that sell shows. People put them on their flyers, but if everyone's got five stars, maybe they become valueless.”

Some shows are clearly worthy of the reviews that will adorn their posters by the end of the month. Others are doubtless less deserving of praise. But reviewing theatre is always an exercise in subjectivity, and because there are so many reviewers and so many publications at the Fringe there can be no real consistency; one reviewer may be in the habit of heaping praise but be measly with stars; others might give stars out like tic-tacs; others still might simply be prejudiced against a performance because the room is too hot. Sometimes a production just is unlucky.

Then again, the young critics are in a bind. Should they shy away from telling the truth in order to spare the feelings of strangers? Ultimately, a critic must reward and damn with as much fairness as they can muster, but this is very difficult without context and experience.

Tom Martin, editor of Twitter-based site Fringebiscuit, has also struggled with this process. “Because we're running a young writers' training scheme we try to engage with the thought process more. We want to make sure our writers are checking themselves.” At least three pairs of eyes see every review: the two editors and the reviewer. If a review doesn't ring true, or suffers from prejudicial bias, they will send it back to the writer. “It's about making sure that not only is the writer working on all cylinders, but the production is fairly represented. We want to make sure that they engage with it on fair terms. Of course, sometimes some productions just are really bad – but that's OK.”

“There have been some reviews for both shows,” says Eccleshare, “and not necessarily the more positive ones, that I've thought have really attempted to engage with the show, and make an intelligent response to it. [That's better], even if that's not necessarily positive.”

“Ultimately,” says Dan, “whether someone's had training as a reviewer or not, their opinion as an audience member will be just as valid.”

*name has been changed.

You should always read the reviews. Photograph: Getty Images

Nicky Woolf is a freelance writer based in the US who has formerly worked for the Guardian and the New Statesman. He tweets @NickyWoolf.

Show Hide image

How Gossip Girl changed the way we talk about television

Recappers Chris Rovzar and Jessica Pressler reminisce about the Best. Show. Ever.

If you watched Gossip Girl from 2007-2012, then you’ll know it was The Greatest Show of Our Time. Silly, ridiculous, insider-y, and deeply New York, Gossip Girl was a show that lived and died on its in jokes. For so many of the show’s viewers, talking about this ridiculous Rich Kids of The Upper East Side drama was as important as watching it. But, premiering in 2007, Gossip Girl aired at a time just before social media dominated television conversations. Now, every viewer has a channel to make memes about their favourite show as soon as it hits screens. Gossip Girl was a show about bitchy teenagers mocking each other that cried out for audiences to tease them, too. They just needed a space to do it in.

Chris Rovzar and Jessica Pressler caught on to that fact early. TV recaps were still a fledgling genre when the Gossip Girl pilot emerged, but the New York Magazine writers could tell that this was a show that needed in-depth, ironic analysis, week on week. The most popular Gossip Girl recaps were born. These included the Reality Index (points awarded for, to take one episode, being “More Real Than Serena Sleeping With a Teacher After Less Than One Semester”), the cleavage rhombus (in tribute to Serena’s fashion choices), and the Most Obnoxious Real-Estate Conundrum of Our Time. If this is all second nature, you might even know what I mean when I say “No points, just saying.” It is these kinds of inside jokes that made New York Magazine’s Vulture recaps of the show so irresistible, and so influential. Each week, Rovzar and Pressler would run down the most absurd and the most spot-on New York moments of the episodes, and soon developed a cult following with a very devoted audience. Their recaps were became so popular that the creators responded to their burning questions, and the two were given a cameo on the show itself. They even also wrote recaps of the recaps, to include the best observations from hundreds of commenters.

Now the show is over, their work has spawned a thousand similarly tongue-in-cheek TV blogs: from ever-popular Game of Thrones power rankings to new versions of the Reality Index for other shows. A decade after Gossip Girl first aired, I reminisced with Rovzar and Pressler about their contributions to the Best. Show. Ever.

How did you come across Gossip Girl? Was it love at first watch?

Jessica: I had just moved to New York. Chris and I were thrown together at New York Magazine vertical Daily Intelligencer. He was much more of a seasoned New York person who knew what things were cool, and I was this yahoo from a different city. I was basically Dan Humphrey, and he was Serena. He got the pilot from a publicist, and he said there was a lot of a hype. The O.C. had been a huge show. So the fact the creators [were] coming to New York, doing all these real location shoots, and it was going to be a New York-y show was exciting, especially to us, because we were in charge of covering local New York news at that point. And it was really boring in 2007! Everything exciting happened the following year, like the Eliot Spitzer scandal, but in 2007 there was nothing going on. And Sex in the City had just ended, so there was a void in that aspirational, glamorous, TV space. So we were like, we’re going to hype this up, and then we’ll have something really fun to write about. And it was fun!

Chris: The CW needed a new hit, and it was the show that they were hoping would define the programming they would make going forward, so they really hyped it up before it aired. They sent us a screener. We watched it and realised that because they filmed it in New York, they were going to really use the city. It checked the boxes of Sex in the City and The O.C., with a young beautiful cast out in real world situations.

Jessica and I decided that this show was going to be a show that we wanted to write about, because it was so New York-y. I don’t think our bosses cared either way. Our bosses were grown-ups! They didn’t watch Gossip Girl! But from the very beginning, we called it The Greatest Show of Our Time, because we knew it was going to be a really iconic New York show. And it was very good at making these running jokes or gags, like Blair with her headbands, or Serena with her super tight dresses.

And the cleavage rhombus?

Chris: And the cleavage rhombus! We eventually got to know the costume designer and the producers and the writers. Once they recognised the things that we were writing about in the show, they would adopt them. The cleavage rhombus came up a few more times because they knew the audience knew about the cleavage rhombus.

Do you have an all-time favourite character or plot line or episode?

Chris: Our favourite character was Dorota. She was very funny and the actress, Zuzanna Szadkowski, was very well used. I think we were all rooting for Chuck and Blair. Sometimes with shows like Friends, by the end, when Ross and Rachel finally get together, you think, “Hm, I’m not sure I wanted Ross and Rachel to get together.” But the show was good at making Chuck and Blair the central romance, and you were psyched about how that ended up.

Jessica: Well, now, of course you look back and the Jared [Kushner] and Ivanka [Trump] cameo was, like, the best thing ever. It’s so nice to remember a time when those two were extras in our lives, instead of central characters. And then Nate, of course, went and bought that newspaper, which I believe was called The Spectator, which was a thinly veiled Observer. There was this succession of blonde temptresses brought in to tempt Nate. I don’t even know what he was supposed to be doing! I don’t know why they were there, or what their purpose was! But that was an ongoing theme, and that was kind of amazing. One was a schoolgirl, one was a mom. Catherine, and Juliet – and yes, I do remember all their names.

But for us, it was the real stuff that was really fun. They put in cameos of people only we would know – like Jonathan Karp, the publisher at Simon & Schuster. Or the couple who run The Oracle Club [a members’ club in New York] – I saw them recently and we talked about how we still receive $45 royalty cheques from our cameos because an episode aired in Malaysia. And Armie Hammer! They really went out of their way to involve real New Yorkers.

How did it work each week? Did you have screeners and write it leisurely in advance?

Jessica: No, no, we had to do it live! We had a screener for the pilot. We got them probably three times in the whole course of the show. We would normally be up till three in the morning.

Chris: My husband eventually stopped watching it with me because I was constantly pausing and rewinding it, asking: “What did they say? What was that? Did you see that street sign? Do you think that dress is Balenciaga?” It becomes very annoying to watch the show with someone who’s doing that. Each of us would do our own points and we would email them to each other and mix them up. That way you could cover a lot more stuff.

What made you decide to do the Reality Index? Did you ever really disagree on points?

Chris: It always more about wanting to say something funny than about the actual points. Very occasionally we would disagree over whether something was realistic or not. We were both adults, and there was a lot of trying to figure out what kids would do. Like in the first episode, they sent out paper invites for a party, and we said, “Oh, no, kids would use Evite!” And then a lot of readers were like “Are you kidding me? Kids would use Facebook cause this is 2007.” And we were like, “Oh yes, we’re not actually kids. We don’t know.”

Jessica: We came from different places of expertise. He had been in New York so much longer than me. In a cotillion scene, he knew the name of the band that was playing, because he knew which bands people had come to play at cotillion. I was more like, “This is realisitic in terms of the emotional lives of teenagers.” But the Reality Index stopped being about reality early on, and we had to just had to comment on the cleavage rhombus instead.

The comments were really important – how did you feel about all these people who seemed to have as intense feelings about the minute details of this show as you did?

Chris: We definitely weren’t expecting it, more so because internet commenters on the whole are awful. They’re mean and they’re angry and they have an axe to grind. Our commenters were very funny and wanted to impress each other and wanted to make each other laugh. They were really talking to each other more than they were talking to us. We decided, a couple of years in, to start rounding up their comments and do a recap of the recap. This was one of the most rewarding parts about it, because they were just so smart and on top of it. And they definitely disagreed with us. A lot!

Jessica: It did feel like people liked the Reality Index because of the participatory aspect of it. We became more like the moderators of this little world within a world. We couldn’t believe it - we thought it was amazing and bizarre. There would be hundreds of comments as soon as you put it up, it was like people were waiting. And sometimes people would email us, if one of us had overslept or been out to dinner the night before so couldn’t watch the show until the morning. And you got to know people through that – actual humans. I know some of the commenters now!

You wrote the “Best Show Ever” cover story on Gossip Girl for New York Magazine, which reads like it was incredible fun to write, and is now immortalised as a key moment in the show’s history. Every fan of the show remembers that cover image. What’s your favourite memory from working on that piece?

Jessica: Oh my God! It was so fun! We split them up – I interviewed Chace Crawford and Jessica Szohr and Blake Lively. Those kids were in New York living this vaguely Gossip Girl-esque lifestyle at the same time as the show was on, being photographed as themselves, but often in character during filming. So the overlap was fun. Ed Westwick and Chace Crawford lived together in a dude apartment! I think Sebastian Stan moved in. And Penn Badgley would hate me saying this, but he was and is Dan. He just never wasn’t Dan. He lived in Brooklyn and dated Blake Lively and girls who looked like Vanessa. It was so fun to have this show within a show going on in New York.

Chris: The fun thing about the kids, is that they were all really excited. For almost all of them, it was their first brush with fame. Blake Lively was the only one who had an acting background. So they were really excited to be in the city. It was very fun to hang out with them, and they all liked each other. It was fun to be out in the world with them. Leighton Meester is very funny, and a really fun person to be around, and after we did the story someone sent in a sighting to Page Six of us, where we had lunch. And when I went out for lunch with Chace Crawford, who’s also very nice, it was the first time I’d been in a situation where somebody tries to subtly take a cellphone photo of you. I was like: “Wow, I have done this, as a New Yorker, and it is so obvious.” You think you’re being slick and it’s very, very plain to see. And Chace was very gracious with everybody. I wasn’t there for the photoshoot but Taylor Momsen’s mom had to be there, because I think she was 16. And I remember when the photos came back, thinking, “Errr... we have some very young people in underwear on the cover!” But I guess everyone was OK with it! It was a really striking cover, and a really great choice with the white virginal clothes and the implication of the opposite. I love how it came out.

Can you talk about your cameo on the show? How did that work, what was it like?

Chris: That was really fun. I don’t know what I expected, but I didn’t expect it to be so interesting and fun. They wanted someone from New York [Magazine], they wanted someone from Vanity Fair, and they wanted someone from another magazine, and I think they’d asked a lot of magazines if they would send an editor. I was at Vanity Fair, and they asked Graydon Carter, the editor-in-chief, if he would do it – and he said no. One of my friends from college was by that point a writer on the show, and she said to the producer: “You know, if you want a Vanity Fair editor, I know one guy who will definitely do it!” And then they asked me and I had to ask the publicist for Vanity Fair if I could do it. And she laughed! And I said, “No, I’m serious, can I do this?” And she said “Oh! Uhh… Yeah, OK.”

It was me, Jessica, and Katrina vanden Heuvel from The Nation. Katrina was the only one working the whole time: tweeting and writing stuff. Jessica and I were like kids in a candy store. We were running around checking out the set, opening drawers! They had us wear our own clothes, which was stressful.

Jessica: They put fun clothes on me! It was so nice, I got to wear a really good outfit! Which I wish I had stolen, actually. But we got to the set and they had made up our offices. We sent them pictures of what they looked like and they recreated it.

Chris: They completely recreated it, right down to the Post-It notes that I had all along my bookshelves. Some of the books that I had on my desk were there. It was really surreal. Sitting there with Michelle Trachtenberg and Penn Badgley was completely surreal. They were funny, we joked around, it took probably 15 minutes.

Jessica: My scene was with Penn, and I had a line that made absolutely no sense. And we were all like, “That line makes no sense!” And they were like, “Oh it’s fine, just say it anyway.” And I thought: “Ok, well they’ll cut it out later.” But no, it just… went in.

Chris: But so many cool people had done cameos already, like Jared and Ivanka and Tory Burch, and just a million New Yorkers you’d heard of. So it was cool to join that crew.

You had this cameo, and plenty of people who worked on and starred in the show confessed to having read your recaps religiously. Stephanie Savage even emailed in over the exact location of Dan’s loft – whether it was Dumbo or Williamsburg. What was it about these recaps that allowed them to enter the world of the show in a way that TV writing normally doesn’t?

Chris: It was a very early recap. There wasn’t the endless recapping that there is now, of every show. It was kind of a silly show to recap – it wasn’t like Game of Thrones, where there’s all this politics to analyse. So it was an unusually devoted account of the show, with a ton of attention to detail – and then all the commenters also had a ton of attention to detail. So it was a great way for the show to get a sense of what the audience was thinking. And I think it was just funny for them. When they made a joke, we would catch the joke and laugh at it and make a joke back. It became a fun game for them too.

Jessica: The creators were definitely trying to foster the same atmosphere that we picked up on. They said early on that their goal for the show was “cultural permeation”. So they did what they could to encourage us, in some ways, and responded to us when we had questions.

Do you think your recaps changed television writing? Have you seen anything by other writers in recent years that has made you think, “Oh, we influenced that!”? For me, the Reality Index was very influential, and I feel like it was instrumental in this tone that was, yes, snarky and mocking, but the kind of mocking that can only come out of genuinely, truly loving something – now, that’s how most TV writing sounds.

Chris: I think we definitely were early on the trend of having the audience feel like they had the right to have their opinion on the show known, that they could voice an opinion – and maybe at some point the creators of the show would hear it. I think also having a very specific structure to a recap was new. Over the past ten years you’ve seen a lot of people do Power Rankings or try different ways of doing recaps other than just repeating what happened. I’d like to think that the recaps helped break the mould and create a new format.

Jessica: I definitely see things that are called Reality Indexes, and I’m pretty sure that wasn’t a thing before us, because it doesn’t even totally make sense as a concept. As far as tone, I think that came both from the combination of Chris’s and my personalities – Chris was more of the fan, and I was more of the snark. But also that was Vulture’s thing – I think the site’s tagline was “heart of a fan, mind of a critic”. It came after the early 2000s era of pure snark and sarcasm. But I just met Rebecca Serle, who wrote the series Famous in Love, and she said the Gossip Girl recaps helped inspire her career. I was like: “That’s amazing!”

Looking back, why do you think Gossip Girl and the conversation around captured the zeitgeist?

Chris: It had a lot of elements of the great shows. It had a core ensemble cast like Friends. It had a very soapy way of running the plots, that just meant that a lot happened in every episode, and not all of it was believable! And that’s really fun to watch. But unlike Ugly Betty, which was making fun of telenovelas, it took itself seriously, which let the audience take it seriously too, while at the same time laughing about it and appreciating how over the top it was. And I also think the cast was very key to it. They were so young and attractive and good, and you could tell they were all going to go on to bigger and better things. You were watching them at the very start of their careers. And they all stayed through the whole thing, and that was great. You knew the show was going to end the way the creators wanted, which made it feel like a great, rare moment in TV.

Jessica: That show captures that era of socialites in New York City, when it was like Olivia Palermo and Tinsley Mortimer and everyone was running around going to parties and being photographed. It was like an education about New York as I was arriving there. And they did an amazing job, especially now, when you look back at it. All those location shots! I don’t think people can afford those any more, they just aren’t happening. And the costumes! All of that was so enjoyable and fun. I’m not sure I fully appreciated how fun it was, like I do now, when everything is much more drab and Brooklyn-centric. But I felt a real kinship with Penn Badgley because we talked a lot over the course of things, occasionally about how we didn’t expect the show to go on this long! He wanted to go and play other roles and I wanted to do… other things, and we were both stuck with Gossip Girl.

And finally: looking back, how do you feel about Dan being Gossip Girl?

Chris: I was talking to someone about this the other day! I still don’t know if in the books, Dan was Gossip Girl. At the time, we didn’t really devote a lot of time to thinking about who Gossip Girl would be. It felt like they were just going to pick somebody in the last season – which they did. But I thought they did a good job of backing up that decision.

Jessica: Oh my God, I was just talking about this! I feel like, you know… It’s just a total disappointment, there’s no getting around it. They tried to play it like they had been planning for it to be Dan all along, and that was clearly false. So it was annoying that they postured in that way. But I remember maybe even just the season before, a character said “Gossip Girl is all of you! Look at you all, on your phones!” That should have been the ending, that Gossip Girl was everyone. That would have been the cleverer ending, in a way. But Dan as Gossip Girl gets a minus from me in the Reality Index. -100

Anna Leszkiewicz is a pop culture writer at the New Statesman.