Los Angeles herald., 1906-09-30
Unique Schemes for Advertising


r TANAUSHEK in a lecture on 1.-THE
Drama of the Day" sarcastically
referred to the advertising schemes
that are concocted in the theatrical
profession. She said: when parents
ask me, Where shall send my chill
dren to be educated for the stage?' I
reply: If they are boys. send them to
the prize ring, if girls, to the divorce
court"
Amelia Bingham had no idea of be-
coming her own manager, but her press
agent started the story as an advertise
ment scheme. Many persons believed
the story was true and wrote letters to
her concerning professional business.
She became so interested in it that she
took it up in earnest and for a time was
successful. When Blanche Bates first
appeared on Broadway as an adven-
turess in THE Great Ruby" she re-
signed after few performances under
circumstances which widely advertised
her, plan which was said to have been
formed in California, where she had
been known as an actress of much
ability.
Sarah Bernhard always has been a
star advertiser" At first she had
pet lion, then she purchased an elegant
coffin, which she keeps in her house at
Paris. Her picture taken in the coffin
was published in many magazines. The
receipts of Bernhardts last tour in this
country were colossal. Having the doors
of many theaters closed to her and In
consequence being compelled to give
performances in canvas tents was the
best advertisement she could have had;
Il do hope we shall have no more of
that vulgar advertising" was the way
Mrs. Pat Campbell expressed herself
before making tour of this country,
but when she learned how much adver-
tising affected the box office receipts
she changed her mind. She brought
with her a little pet dog and her in
ability to get into many hotels fur
nished Mrs. Campbell with much free
advertising. She also claimed the
rumbling of the wheels in the street
affected her nerves and demanded that
tan bark be spread in front of the
theater so as to drown the noise. This
involved two city departments in an
open war and started people into dis
cussing Mrs. Campbell, and in the end
into going to see her. No one appre-
ciates the value of securing free adver-
tising more than George NJ. Cohan, who
says: II publish a paper because it
reaches certain desks where certain
men have scissors to clip and are in a
position to get my name in other
papers," Recently at the Aerial roof gar
den in New York he was pulled off the
stage by an enthusiastic admirer, which
created a sensation during the per-
formance and was much talked of
afserward
Joe Weber took advantage of the
souvenir postal card craze for advertis-
ing purposes and mailed cards to the
theatergoers in Chicago on which were
his picture and the announcement of
the opening of his new play. Anna Held
used to have many hairbreadth escapes
in runaway carriages and automobiles,
but her much talked of milk baths par
ticularly brought her before the public.
The management of Elsie Janis said
they were going to give a free per-
formance for girls of II. the age Of the
star, but, though widely advertised, it
never took place. De Wolf Hopper had
a similar scheme which did materialize. |
When at the Casino theater in New
York he only admitted women at a
Wednesday matinee. When Elsie Janis
goes to st. Louis she is to live in tent.
This is nothing but a clever advertis-
ing scheme. although her mother de-
clares IL is to get her out of doors.
Some years ago Edna Wallace Hopper
bought out the house at the Casino so
she could attend horse race. Her day
was an expensive one, as she also lost
money at the track, but she was more
than repaid by the advertisement sho
received. Nina Blake, chorus girl, |
was kidnapped In boys clothing and
taken from Chicago to New York. This |
caused much excitement and was
good advertising scheme. Louise Gallo |
way OF Told In the Hills" said: Il do |
not aspire to become a star and |
always can get a position with a good
salary, so do not care for advertising,
but II 1 were young and beginning over
again 1 would have a press agent"