There are so many companies, with little money and loud dreams, who are fighting the Goliaths of the commercial theatre. Not only do they, understandably, clutch onto any 'name' they can use to get an inch of press space, even though it's often 10 times removed - see Michael Feingold's discussion of this on Theatermania - but the terms "First Ever Revival", "Only Major Production," "75th Anniversary Production" are thrown around in so many press releases, they need their own mention.
Again, I understand why companies do this, and have even used similar blurbs at times myself. But being the first revival in 25 years or a 93rd Anniversary Production SEEMS to carry some semi-official prestige with it. That's wonderful if the company can rise to the occasion and present a powerful production, but the 'special event' description is usually just a tool to cover up mediocre work and to sell a ticket.
There's a great danger in this. Yes, you need to get people in to see the work, and it is HARD to get asses in seats, but if you really are going to do something rare, you have an extra responsibility. If you're doing the first production of something in 2000 goddam years, you OWE it to the piece to do it well. If not, it will get re-buried. Don't touch a piece just to put your fingerprints on it and call it your claim to fame! Cat on a Hot Tin Roof will get revived in 18 months on Broadway, no matter how bad the previous production was, but a rare revival of They Knew What They Wanted, the mainly unseen 1925 Pulitzer Prize winning play doesn't have the same Teflon quality.
We have unions to protect the actors and directors - but who protects the Theatre and the audience?
Stayed Tuned for Part 2 - The Need of Throwing Rocks at Loved Ones
