The article addresses the question of whether in using a school performance as a tool in ELT it is possible to achieve true artistic effects through it. It analyses the problem from the point of view of focusing on the value of the outcome rather than just the process of implementing theatre in ELT. The issues are discussed according to Bruner's criteria (1971) of artistic experience and Wenzel's conditions (2001) for authenticity in speaking in an ELT classroom. Furthermore, the notion of cognitive appeal is put forward as a key feature in achieving a shift in students' attitude towards performing, which may in turn result in achieving a truly artistic effect.