Having been, as a reporter, an objective outsider and, as a theater publicist, a committed insider, Gross approach theater criticism with a perspective on for the realities – and mutualism – of the front of house and backstage. He believes the job of a critic is to serve three populations that feed and support the art and industry of American theater: a public who invest in tickets and ongoing scholarship; artists and institutions who not only perform for financial compensation but to further their craft and exploration; and the fraternity of writers in general, though specifically those who work to maintain standards of quality and fairness.
Says Gross, “The reviews on The Theater Times site are written to entertain and inform. But they are also written to encourage. I believe the art form can speak to people in unique and powerful ways. To promote that experience, we will listen for the writer’s voice and what it has to say, treat the play as its own entity, apart from its creators’ intentions and the marketing department’s spin. A play has a voice, a heart and a message. Finding it, and capturing it in words for Theater Times readers is a large part of our mission.”