Bismarck daily tribune. [volume] (Bismarck, Dakota [N.D.]) 1881-1916, 1910-07-10
PAPER|NC THE HOUSE
When a Weak Play Appears In
a New York 7heater.
PROPPED BY FREE TICKETS.

Tho Judicious Distribution Of ICON
pIimentaries" by tho Manager Sc.
cures Well Dressed Audiences anc
Saves tho Appearance Of Frost"
Long before the curtain goes dowr
at the end Of Il new production the
manager has decided, nine times in
ten, whether he has a success or not
But he does not mean to he caught
| mapping in either event. If he believes
the play Is a frost" or even semi
success the house for the next few
nights must bear every outward evil
dence Of prosperity.
In other words, he must buck the
line" Of adverse criticism by ''papering
the house." For week ut least be
must make front" in the orchestra
chairs, no matter IL there is desOlatiOn
in the box office. Let him make the
public believe the new piece has at
tracted a large number Of patrons for
six or eight performances and there Is
a chance Of enough business to prop
up forced run Of a few weeks, which
may help things on the road. This
means that paper" or free tickets
must be judiciously distributed.
Every manager Of theater has a
large circle Of friends. This may be
due partly to his possession Of genial
personality. but undoubtedly the bust
ness he is in has in itself an attraction
for many. 4 majority Of these people
will accept passes when they are Of
fered; some are not above asking for
them, while still others-but these are
rare-will buy tickets when compli-
mentaries are not rendered.
When the manager has u play that is
in danger Of going TO pieces for lack
of patronage he sends tickets to all
these friends of his and whenever pos
sible obtains a promise that they will
be used by the persons to whom he
gives them. 1t is not difficult to ex
tract such pledge. Being on terms
of more or less intimacy with the man.
ager. the favored ones know he will
be likely to see them in the theater or
If they are not there that he will take
note Of those who do not use the tick
cts. He keeps a record Of the seat
numbers opposite the names Of those
who should occupy those particular
chairs and can tell at once when his
hospitality has been abused.
Another class which sees many plays
in New York city gratis is to be found
in department stores. Nearly every
director of a theatrical company-as
distinct from theater managers on
cordial terms with the heads Of de-
partments in large retail mercantile
establishments. Each Of these heads
will accept from six to a dozen pairs
Of tickets occasionally to distribute
among his subordinates.
Often it is possible to get rid of 200
tickets or more in a day in this way,
and when this is repeated in four or
attendance Of an appreciate number
of we'll dressed young women in the
newest millinery and style of couture,
each with a respectfully attired cava-
lier and all on their best behavior.
These people may not be ultra fashion
able, but they will not disgrace their
environment.
Unless the theatrical man is &C.
quainted with the department heads,
however. it is not an easy matter to
give away tickets in such an estab-
lishment. The average clerk in a
large store. especially Of the feminine
gender. is suspicious. She does not
understand such open handed generosi-
ty, and there must be lot of expla-
nation to convince her that in offering
something for nothing the manager
has not some sinister design. AS for
the male clerks. if he gives them any
directly they are sure to tell every one
what a pull they have with the man.
ager and poster him for tickets ever
afterward. particularly when he has Il
success. with 1.-The free list absolutely
suspended"
1t is far less of an undertaking to
buy a hundred dollars worth of low
priced goods than to make present
Of two tickets apiece to dozen per-
sons behind the counter. The tele-
phone girls. stenographers and mani
curists look askance at free tickets
from q stranger, although when their
confidence is won they will generally
accept them with due gratitude
Theater Magazine.