The Richmond Virginian. (Richmond, Va.) 1910-1920, 1915-10-07
1T PAYS TO ADVERTISER
SCREAMINGI4Y DEMONSTRATED

No man in America has ever fore
seen. realized or achieved the value
or publicity better than George NJ.
Conan. the producer OF 1T Pays to
Advertise" which had its first per-
Torrance at the Academy last night
before packed house as the result
of the enterprise of the Richmond Ad-
vertisers Club. This organization.
which generally does what it sets out
to do, undertook To sell OUT three
houses for this particular play and
exactly one-third of the task has been
fulfilled. The rest is easy. Last nights
audience alone will finish the job.
How do YOU know such and such a
thing is so9'' reads a line in the
dialogue. BECAUSE so and so told me.
somebody told him and the man that
told him read It somewhere" Exactly
SO, You who read this will go to the
Academy tomorrow for the same rea-
son. And if you do. you will be en-
tertained for more than two hours by
one of the most hilarious legitimate
farces that has been produced in a
decade. AS "A matter of fact. the play
is dangerously funny, so much so that
solemn warming ought to be issued
To those Historically inclined or af-
fiicted with an apoplectic d,athesis. To
outline it's story here would spoil your
enjoyment Suffice it TO say that the
idea suggested by the title refers to
the exploitation OF new brand OF
soap by the pampered son of mil
iionaire. his fiancee. who is his fathers
typewriter, and friend who hap
pens to be the press agent of stand
ed show Advertising is the inserip-
Ition on the banner. and with limited
means they soon founder as a result
- a YAs{~ a =
irection. Success. long delayed, finally
rTrateriaiiz-s the unexpected happens
the theory Is supported by practical
results and the fact that IT Pays TO
Advertise" is cieverly and most
amusingly proven. Although the
dialogue of the play is snappy. breezy
and smart at all times. and although
the action Of the piece never lags fer
la fraction of second, the largest rea-
son for its success is the skill ana
ia lent Of the very select company
chosen to present il here. The cues
have TO he taken with remarkable
trapidity and precision to make the
poece go with snap and vim, and the
work Of the whole cast was refreshing
land at times amazing in this respect
II il became necessary TO single out a
member for especial mention. Frank
Ailworth as Ambrose Peale, the press
agent, would be accorded the honor
This young man had quite a hard task
and he performed il we'll Not only
did ne deliver his lines at a mile-a-
minute rate clearly and expressiveiy,
but his expression and action were
clever, and his impersonation was one
| of the best sustained farce character
izations we remember to have seen.
Adele ROLAND. as the girl, Is quite
pretty and charmingiy ingenious.
Harold Vsrmilyea, as the son, made
fine impression by his cleverness, and
Elmer GrandIn, as the irate father,
contributes an admirable piece OF
character acting The above-named
quartette practically carry the play.
although hey are ably assisted by a
half dozen other players OF similar
Ecalihre. The ret result was the audi
ence was kept In continuous, whole
some roar of laughter during the en-
tire action of the farce. III yon have
ans doubt OF the value OF advertising
III you wish to be reminded OF the
large place it occupies in your life.
see this play and, incidentally. be
forced into complete forgetfulness or
al else during the merry moments OF
Ito enactment c. r.
Would he Lottery.
Five dollars to the woman who
doesn't cry curing the showing of
Jewel" the nve-rcel Universal