The Hattiesburg news. (Hattiesburg, Miss.) 1908-1917, 1910-06-16
PAPER|NG THE HOUSE
When a Weak Play Appears In
a New York Theater.
PR0PPED BY FREE TICKETS.
The Judicious Distribution of Com
plimentaries" by the Manager Sc
cures Well Dressed Audiences and
Saves the Appearance Of Frost"


cures Well Dressed Audiences and
Saves the Appearance Of Frost"
Long before the curtain goes down
at the end of a new production the
manager has decided. nine times IN
ten, whether he has Il success or not.
But he does not mean to be caught
mapping in either event. If he believes
the play is frost or even a 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 a week at least he
must make front" in the orchestra
In the box office. Let, him make the
public believe the new piece has at
tracted large number of patrons for
six or eight performances and there is
a chance of enough business TO prop
up forced run of IL few weeks, which
may help things on the road. This
means that paper or free tickets
mus; be judiciously distributed.
Every manager of theater has
large circle of friends. This may be
due partly to his possession of Il genial
personality, but undoubtedly the bust
ness he is In has in itself an attraction
for many. A 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 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 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 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 theatrical company-as
distinct from a theater manager-is on
cordial terms with the heads of de-
partments in large retail mercantile
establishments. Each of these heads
will accept from six to dozen pairs
of tickets occasionally to distribute
among his subordinates.
Often it is possible to get rid of 200
tickets or more in Il day in this way.
and when this is repeated in four or
five stores the manager is sure of the
attendance of an appreciable number
of well dressed young women in the
newest millinery and style of couture,
each with 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 ac-
uuainted with the department heads,
however. it is not an easy matter 20
give away tickets in such an estab-
lishment The average Clerk in ii
large store. especially of the feminine
gender. is suspicious. She does not
understand such open handed generosi-
ty, and there must he 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 n pull they have with the man-
ager and poster him for tickets ever
afterward. particularly when he has a
success. with ''the free list absolutely
suspended"
II is far less of an undertaking IT,
buy a hundred dollars worth of lo7y
priced goods than to make present
of two tickets apiece to II dozen per
sons behind the counter. The telt--
phone girls. stenographers and mani
curists look askance at free tickets
from a stranger, although when their
confidence is won they will generally
accept them with due gratitude
Theater Magazine.