The New York herald. [volume] (New York, N.Y.) 1920-1924, 1920-10-18
CHEAP FOLK FROZEN
IN THEATRE SLUMP
Erlanger and Ziegfeld Find
Newcomers With Inferior
Productions Victims.
PUBLIC USES DISCRETION
Both Managers Report Pros
perity in Houses That Keep
Faith With Audiences.

F. Ziegfeld. Jr.. and A. l.. Erianger'
two of the most widely known theatrical
managers and producers in the United
states, issued statements last night COM
menting upon the article IN THE NEW
YoRK HERALD last Saturday morning
describing the slump in the theatrical
business
Both Mr.. Ziegfeld and Mr.. Granger
expressed the belief that the manager
who produces first class attractions ana
keeps faith with the public has notnlhs
to fear, but they declare that the slump
has come, and will get even worse ior
the manager and producer VINO mas
taken advantage Of the unprecedented
prosperity in the theatrical world 10
foist cheap productions upon the puonc'
steal titles and otherwise lower the
standards of the theatre.
Too many outsiders, lured oy uie
exaggerated stories of the enormous
profits made in this business" said MI
Erlanger have entered the field. calling
themselves producers, and have hoooeo
the market with inferior attractions
And there Is no more room for Inferior
ity in the theatre than there is anywhere
else. possibly less. This Increased COM
petition has been accompanied by COZ
responding increase in the salary %
every one employed about a tnealio'
from the man who opens the carrhse
doors in front to the stage doorKeeper
at the back.
"The present high cost OF mamie
nance and increased percentages upon
which receipts are divided between .ho
attraction and the theatre leave the 'he-
atre manager with hardly enough soiiie
- IA N.
Rentals OF theatres. too. have gone UP
along with the rentals of other classes
of buildings and in many instances LOT
a theatre that formerly rented lot
$50 900 the landlord now demands-ano
gets--S10O,000 But there Is no occa-
sion for pessmism no real GROUND ior
! c,,rr, II is going to be n case OF the
survival of the fittest, as usuai. These
newcomers who call themselves man
| ayers. but whose only right TO tnat u'ie
| Is that they have been able to persuaoe
unwary and Ill advised people 10 invest
money In their enterprises, are going 10
| lose This money, and after that the gen
, inc showmen viii regulate their AZ
fairs and the business will return 70
normal.
"There is nothing that can In any way
| properly be designated as stump
Every really first class attraction now
nlaying In the United States Is drawing
larger receipts than II ever did before.
The theatres In this city booked and
controlled by me have never before al
any time enjoyed such prosperity
Mr.. Ziegfeld called attention TO the
fact that several months ago ne pre-
dicted n slump in the theatre. ne oe
clared that II was bound TO come De-
cause too many had taken advantage OF
unusual conditions to become cheai
initators purloin titles and otherwise
trade upon the regulations that mac
been won by giving the people neh
moneys worth.
at resolves itself Into perversion o.
the Lincoln axiom that YOU can 100
sor,o of the theatrical public all CT thu
time. all of the public some OF the ti'ne
brt YOU cannot fool all OF the public nj
of tho time. Actual failures were hits
Is IT wear. Patronage was accorded play
made from the store houses and per
formed by mediocre players. do no
believe that there is an actor Of abilit,
or distinction at liberty at the presen
moment. Furthermore there are no va
cant seats to be found In theatres gov
erned by managers who have been OF
the level with the public
zone night last week I was unable
even to buy n ticket for my own FOL
lies for Fred Stone. The real truth o
the so-called slump Is that there is al
economic change in America, and TN
| theatrical business has reached tn'
point where people are not going blind!
to the theatre simply to be in theatre
They will be discreet In their selection
and patronize only the attractions ina
are giving r.ll money value.