New-York tribune., 1918-07-21
Ticket Distribution" ="

"The Dramatic Editor of The Tribune,
Dear Sir: Mr.. Ziegfeld writes at
length and with a certain warmth on
ticket speculation But considering the
number of years during which seats
for his attractions have been sold
through spectators his indignation is
somewhat belated. Why did he not
discover the iniquity of speculation
long ago?
"A we'll known theatrical trade paper,
Variety, states that Mr. Ziegfed's dis
pute with the spectators was caused
by the fact that he demanded q consid-
erable premium over box Office prices
for seats they desired, which would
have reduced their margin materially.
They accordingly refused to place his
seats on sale in their agencies. If such
was the case and the spectators boy
cotted him, Mr.. Ziegfeld's struggle for
the rights Of democracy at the box of
fee takes on a very understandable
color.
"Not that Mr.. ziegfeld should be
criticised for making a demand of that
sort He did exactly right in doing so,
and the spectators are in the wrong.
He has put forward a pleasing Offering.
which is unquestionably worth moro
than the box Office prices, Why, then,
should he not be entitled to it's full
value?
"lf the public is willing to pay from
$40 to $40 for Mr.. Ziegfeld's seats, thew
must be worth the price. Why, then.
should he give them away for So and
$3.50? If he is supplying entertain
ment worth SO seat and selling it for
So, the patron is receiving 81 worth of
entertainment free of charge. This he
should not do, for in doing so he is
guilty of unfair competition with his
fellow managers.
'lnstead of priding himself on Civ
ing such an elaborate entertainment
for such small sum of money, he
should be happy that ne escapes the at
tention of the Federal Trade Commits
sion, which looks into unfair trade
practices. He sets a higher standard
OF entertainment for the standard box
office prices than can normally be given
for the money. The public focks to
his show as they would to department
store bargain sale. While he has not
cut the price he has increased the quail
lty OF the entertainment. If silk
yard wide normally sold at 50 yard,
and a certain store offered silk at 81
yard three yards wide, it would be the
Kind of bargain Mr.. Ziegfeld offers, and
would have disastrous effect on the
business of other merchants. 1t would
oe unfair competition and would tend
20 ruin competitors.
There Is normal standard of prof
Its which it is necessary to maintain
Tor the good of any business To cut
under that normal is price wrecking.
it requires no particular business abil-
lty to do it, and it is certain tempo
rarlly to command the patronage.
Eventually 1t means ruin to all except
the price cutter, who then works on
such small margin of profit as to be
unable to provide the public with
proper facilities for trade. or else. hav-
lng succeeded in monopolizing the
heid. raises prices to monopolistic
heights, and the public suffers still
further.
"A manager who gives a bigger and
bigger show each season, gathering all
star casts together, sets a standard of
entertainment which the public as
sumes all managers should reach. Thav
conclude that they are being over
charged II any lesser galaxy of names
s offered by another manager This
and not speculation is the real harm
done to the amusement business bv biz
shows US
ITO carry out the all-star policy to