New-York tribune. [volume] (New York [N.Y.]) 1866-1924, 1913-05-11
in THE LONDON THEATRES
Disastrous Season Sends Man.
ayers on Desperate Hunt.
TALK OF CUTTING PRICES
One Manager Suggests 1t, but
Others Raise Voices in
Emphatic Protest.
fBy Cable 10 The Tribune.l

son in London has thus far been such
poor one that managers are seeking
desperately for some means to fill their
houses during the summer and get
back some of the lost money. Sir Ar
thur Pinero has suggested allowing
smoking in the theatres in new YER.
sion of the tired business man"
theory. Now comes Dick Adams
one OF the joint managers Of the new
repertory theatre at Croydon with the
revolutionary suggestion for reducing
theatre prices. when all the West End
managers are talking Of raising them.
Mr.. Adams says:
when a great national institution
like The Times is compelled to recog-
nize the existence Of competitive press
ure. there is no reason why this other
national institution should lag behind.
The theatre must stand or fall by the
drama alone. and If the drama is dead
there is no hope for IT.
But the drama is not dead be-
lieve plays are as well written and as
well acted as ever and produced In
better style. The public. too, are as
fond Of the drama as ever they were,
but the simple fact is they will not pay
the prices they are asked TO pay at the
theatre while they can find entertain-
ment and amusement more cheaply
elsewhere.
The Great Gamble.
when will the London managers
recognize this fact? Apparently never.
while a 'deadhead can be found to
patronize the play. They combine TO
maintain the present hopeless standard
Of prices. in the full confidence tina,
sooner or later each will find his Mile
stones or his 'Bunty.' and that then
his Golfers will be filed with gold. 1t
is the great gamble but is it good
busir ess?
Many plays that now achieve only
a short run at the present prices would
proba bly, play to good business at more
popular figures. Better the house full
of half-crowns than two or three rows
of half-guneas. What is wanted is
general reduction all around. Ii is
question. however. of concerted action
or none, for should a manager be bold
enough 10 make the innovation on his
own initiative the cruel cry is heard
that his productions arc doteriorating.
The enterprising young men who
control the big variety theatre syndi-
Gates have struck old custom d deadly
blow with popular prices for the
masses. Yet there is more progress
evident i'm drama than in variety. Just
think how the public will listen to the
same old turn year after year because
they can listen cheaply. and smoke at
the same time if they wish
The Other Side Of the Picture.
West End managers. however can't
see the proposition i'm the same light
Mr.. Adams runs a suburban house ana
prices are always lower i'm the SUBURBS
The West End men at once produce IN
reply the argument that plays to-day
cost far more than only "a short time
ago. and the margin of profit. even at
present prices. is not large enough p"
permit of adopting any lower seats at
the box Office.
Robert Courtneidge. who is producing
"Oh. Oh. Delphlne" at the ShaiteS-
bury. said that present prices are
based on business and common sense.
IF / had to reduce them he said'
should simply have TO SO out oil uh'
business. unless salaries and All lh'
other expenses Of production were re-
duced in proportion.
1T is folly TO talk Of reduction. Ihe
expenses connected with running
musical comedy are greater thah any
one dreams. First you have hea'is
rented theaue, with rates ana taxes
correspondngly high. Then besides
the principals. YOU have chorus VI
fifty people. big staff behlnd anu
large band You have heavy WeeAV
bill for cleaning. considerable eNpeis'
for advertising, constant outlay LOT 'Ho
renewal Of costumes after the li'''a'
cost and many other expenses WIN"
the people i'm the house don't think o.
The lighting bill alone runs to SI""
week.
You cannot have a much lais''
house than the present run of "es'
End theatres. The larger you Ou''.
the house the more you lose of the pia!
of feature ana the little touches VI
drama or of humor which go 10 mani
up the actors art. You don VAN
people to have TO bring telescopes WIN
them"
An Old Managers Opinion
Mr. Courtneidge. who has had thirV'
five years of London management ~
clared that he knew no more ahA'o''
or arduous life than that OF the MAJ"
ayers of the big London theatres
Even if you are playing to very ''e
business, there is relatively ohV
small margin Of profit" he SAID.
Tom b. Davis, for ten years the ''s
see and manager of the Apoiio
atre. was equally emphatic.
Reduced prices are quite lhp'"'
cable" he said. If you have 50
cessful piece no one minds paying INC
present rates To go and see it. II ~