The farmer and mechanic. [volume] (Raleigh, N.C.) 18??-19??, 1914-10-27

AllnOuSn managers ana critics are
assigning various reasons for the de-
cline in the theatrical business, many
OF which are doubtless: c~ontributory
causes, IT seems as though they are
generally overlooking the fundamen-
tai weakness. PROFESSIONALLY motion
pictures. the dance craze, the depres-
sion in business, the lure of outdoors
all have tended to lessen the pat
ronage Of legitimate theatres. OF
these the business depression is mere
ly temporary, while the other three
will remain as competitors indefinitely. |
Against such competition the thea
ter must contend, just as any other
enterprise has to contend against
competition. No established business
goes to pieces because OF competition
itself. 1t is hurt only when the COM
peting firms attract it's patrons away
through superior So it is
with the theatre 1t is hurt by COM
petition only as much as it deserves
70 be hurt-no more. Ard it is my
contention that, in general, the legiti-
mate theatre is suffering only what
il deserves. It's business methods are
generations behind the times, and in
this lies the reason for its lack Of sue
cess.
Let me explain. In the first place
no business a succeed at present
without a reputation for honesty.
This is a truism which every novice
In business recognizes. Yet, in the
case of the theatre. honesty is the ex-
ception. We don't expect honest
treatment at the hands of managers.
II is a lamentable but an undeniable
fact. Caveat emptor might we'll be
the motto inscribed over every box
office. If you wish to prove my as
s%ertion, take up the papeI and read
the advertisement of the leading
theatre in your town-one which
.L,,ll ax D@.c;h1x.
il announces that the latest musical
comedy success. a 500, 900 produc-
ton direct from one solid year in New
York, will present the same stellar
cast of principals, with a chorus Of
of seats opens tomorrow at nine at
the boX-office.
DO you believe a single word OF
that announcement Not if you have
cut your eye teeth. What probably
one hundred, etc; and that the sale
runs through your mind is that a
second-rate, tawdrily dressed, medi-
OGRE company of about thiTty-five, al
told, will present a musical comedy
that n year ago succeeded in staying
one month in New York; and that il
you want tickets you will have to &C
to the hotel and pay so cents extra
for them. Possibly that may be un.
fair to the particular attraction, but
so many times is 1t true that the few
exceptions have to pay the penalty
with the guilty.
Now read an advertisement of thu
leading department store in town ant
ment OF silk shirts on sale tomorrow
Mt nine, seventeen patterns, STA!
each. Do you have the same feeling
as before? Not at all. You wonde
how the store can sell SO cheapl,
and you plan to be on hand earl.
Shnnld Won oct thQrp of nino and fin,
but two patterns on sale and the,
discover the rest at a hotel thre
blocks away on sale at $1.99. an
after you had purchased some fOun
them to be cotton-how long woul
that department store last? tn
answer is superfluous. Yet, the Thea
ter is trying to do business in pre-
Cisely that way.
will be specific. have lived fo
years in a city Of about loo, 600 iT
habitants. 1t has patronized genel
ously every worthy production tn;
the managers have deigned to off
1t. Nevertheless. the theater is in
much disrepute that I will guarantt
that if i should go to my frient
there and suggest that we attend
performance, nine out OF ten Wou
refuse. on the ground that we shou
probably get stung." And il we d
decide to go we'd take cheap seal
SO that we shouldn't lose very niue
That's a fine commentary on thinj
theatrical, but it is the situation in n
city and can doubtless be duplicat'
anywhere in the country.
Recently three ~well-known music
comedies came to us within ten day
All were greeted by crowded hous'
and all rewarded their audiences
cutting their performances. atten
ed the last, which was presented by
manager whose name ought to me-
something. if any ones does Bel
informed that a certain number w
the best in the production l fou
1t in the programme and awaited
with e~agerness. | am still waiting,
that lumber was simply eliminate
With the Americans usual resel
ment at being cheated, 1 cannot thi
of that production or of that ma
ager would cav the perfOrmanCe VI