Evening times-Republican. [volume] (Marshalltown, Iowa) 1890-1923, 1913-04-03
Cost Of shewaeina.

lAOul9VlIle COurleT-JOuTnal.J
Even in the estimates of the cost OF
living for the saleswoman who has
salary of IS a week or less theaters are
considered. .Amusements are among the
necessities. All work and no play
makes Jill dull girl. AS theaters are
an admitted necessity their cost Is q
matter Of public and general concern
Do they cost more than they should?
Could seats be sold at profit for less
than the present rates?
In the April number of Lippincotts
Robert Grau expresses the opinion that
only by cutting prices can the manage
ment of the theaters that now charge
$3.50 or 81 for the best seats hope to get
the patronage of "the millions Of
amusement seekers created by the pop
ularity of picture shows and low priced
vaudeville" AS proving tbs possibilities
of bargain seats at the theater he mem
tions the case of Marcus Loew, who
became northumberland in six years,
and is reputed to have an annual In
come of 81 ,00O. 900" as result of having
twenty -four theaters in which very fair
entertainme MT, amid attractive sur
roundings, is provided at from 10 to 20
cents.
been very nearly as speculative as buy
ing mining stocks or betting upon the
races. That is the producers side of it.
From the point of view Of the ticket
buyer going to 50 theaters is somewhat
speculative There are. of course. many
persons who can afford to speculate
There are many who are confirmed first
nighters and enjoy going to scott near
lv ,rh RI Thara
is society. which must be seen. more
or less, at the theater. These elements
do not, however. constitute a very large
factor in the equation of the producer
The people must be reached before the
play will be profitable. The people will
give up fair portion of their earnings
very willingly when they know, or
think they know that the play is worth
the price that is asked. But when in
doubt they, go to the vaudeville, or
picture show. where they may or may
not be well entertained. but will not be
put to much expense. Urban America
is not fond of many evenings at home,
and with the development of trans
portation facilities that bring the show
within the list of the ruralist's pos
sible amusements there is a rapidly in
to turn to show going as time killer.
1t is noticeable that while the pic
ture shows fairly swarm in every city,
and vaudeville houses multiply with
out starving, the growth Of the number
of the first class houses Is not large
outside of New York. The outlook just
now is that there will be reduction Of
the number which two theatrical syn
dicates believed. two or three years ago
might prove profitable in the minor
American cities
The popularity of vaudeville, at per-
haps an average of 20 cents a seat.
shows that the public is not looking
The picture shows did not kill cheap
melodrama because they We're cheaper
but because they offered a greater var
ETY. Of entertainment. The vaudeville
houses would have persisted if the
lower prices of picture shows had been
the death Of melodrama.
That really good play at a first
class house is worth the price charged
is agreed. The ticket buyers objection
to the 81 SHOW that is of unknown
quality is that he knows where he can
nd entertainment of practically uniform
quality. from week to week. at much
lower figures If the cost Of the first
class play. were brought nearer that
of vaudeville competition between the
commodity Of known value and one Of
highly speculative value would be, to