I overheard a conversation the other day during Happy Hour, in an unnamed DC bar, between a Life-long Theatergoer (LLTG) and a Theater Critic (TC).

LLTG: I just saw a Helen Hayes Awards (HHAs) Recommended © play last night.  It was great!

TC:  What does that mean?  They're announcing the nominations early?

LLTG: Not exactly.  The judges are just letting the theaters and the public know the results of their balloting process as it occurs.  It's for marketing and sales.

TC:  I thought the awards process was confidential ... the results weren't to be revealed in advance.

LLTG: Well, that's what they say.  But I think they want you to know when there's a good show out there, so you don't miss it.  The public doesn't know most of these theaters and plays.  They're confused when the nominations and awards are announced.  Also, the smaller theaters have complained that all of the recognition is going to the same organizations.

TC: Does the HHA say how many "Recommendeds" they are giving out?

LLTG: Not exactly, but they do say there are a lot of good shows out there.

TC:  Won't this water down the awards process?  And won't the judges be influenced by the up-to-the-minute marketing and communications when they vote on other shows?

LLTG:  Not exactly.  They're looking to build their brand, so the more times you hear about them and their product, the easier it will be to remember.  The judges pretty much know who's going to win ... everybody talks in the theater community.

TC: Won't the theaters that don't receive a "Recommended" be jealous?

LLTG: These are people in the arts - not business or the government! - they're used to working collaboratively.  They'll be happy for them!

TC: Isn't it a conflict of interest (COI) for an awards granting group to do promotion and advertising?

LLTG: Not exactly.  I'm an attorney and advise my clients that a lot of what passes for COI, is just perception.  And the perception's not there.

TC:  What do you mean?

LLTG: The theaters - at least the big ones - have a say in what goes down at the HHAs.  (This is DC ... they don't call them Lobby Awards for nothing!) And promotion and audience building has always been part of their culture. 

TC:  Can you think of any other evaluating, judging, or auditing body that recommends works before making nominations and granting awards?

LLTG: Not exactly.