Pueblo chieftain., 1921-01-05
BY FREDERIC j. HAskIN

New York City. Jan. c.-As night
after night the New York Thcatcr
Guild continues to place above its box
office window sign reading, sold
OUT" n surprising truth is becoming
more and more self-cvidcnt; Namely,
that the average thcaterEocr is just
as eager to spend his money to sec "A
good play as bad ono.
Tho play which tho guild Is now
presenting to such crowded houses is
bernard Shaw's ''Hcartbrcsk House.
1t is unquestionably OF the "hiEhhrow
type. believed in Broadway theatrical
circles TO be so fatal to the success Of
the box office Furthermore, IL is not
tho only play of high artistic merit
which is drawing capacity houses here
this season. There arc At least six
others, including The Mob" and Tho
Skin Game" both by John Gals
worthy; Samson and Dolilah" by the
Danish playwright, sven Ianse: The
Woman of Bronze" by Henri kistc-
macckers; Thy Name is Woman,
which il Kari Schouhcrrs Der
WCihstcufel" and Mixed Marriage ~
81. John Ervinc's latest contribution.
Incredible as it may seem, tho public
is clearly and regularly registering a
loud hurrah for Art Either It has
suddenly changed its mind about what
1t likes on the stage. or Tii along the
big theatrical producers have been
wrong, For years. they have been
perfectly sure of what the people
wanted to sec in tho thcstcr. We
know what you want" they told us
firmly. You want TO be entertained.
soothcd. uckled, shocked, upliftcd.
and excited. but you do not want to
be made to think. Most OF tho plays
We give you arc bad. but that's why
they succeed"
The fact that on an average OF 60
per cent OF these surc-firc hits haNo
failed miScrably n month or so after
their production has had no effect on
this theory concerning tho tastes OF
tho public. Tho fact that literally
millions of Americans are now on
rolled in community dramatic clubs.
where they learn 10 distinguish good
plays from bad ones. has likewise
theatrical circles. sun, there Is hope.
Tho mon AZ tho head OF the theater in
dustry have not much faith in tho in
tolliECncc OF the public. but they have
infinite faith in tho cash receipts Of
tho box office. And this season II
conclusiycly demonstrating that art Is
triumphing over twin beds, lingerie,
spirit raps, Let Y Ih.upal- tho Murdcr"T
Equations, and tho usual quota or
feeble musical comedies
The Thcatcr Guild
In great measure. 1t is believed. this
sudden rise and popularity of we'll
written dramas is due to the work Of
tho New York Thcster Guild. For in
producing Ervines John Ferguson"
tho guild first proved to the New York
theatrical world that play might he
good and at the same time A COM
mcrcial success. In other words, they
showed tho public that It really was
capable OF appreciatinE something
good II II got tho chance.
Tho immediate result was that Sow
cr1l Broadway producers were COM
PEELED to go hastily thru their desks
and bring forth ono or two Of the
hundred or moro excellent plays that
had been lying there unnouccd for
months. and TO consider producing
them. II was a risky venture. how
ever. so when The Jest was put on
to compete with the artistic fame Of
John Ferguson IL contained tho two
safely popular Barrymorcs. Lionel and
lohn-cnouEh to carry almost any
play In New Nork-whliC Ethel
Barry was put in Zoc Atkins
play. 'DCclassC" because IT. too. was
considered risky on account Of its uu-
happy ending. Later Lionel Barry
play. The Rcd Robe" given the
American title OF The Letter of tho
Liw.' and Elsie Ferguson was tenn
rorarily snntchct from tho movies to
appear in Arnold Benefits dramatiza- o
ticn Of his Book OF Carlotta."
All OF these plays proving success
full the nroduCcrs are taking bigger
chances this season. which accounts
for tho unusually large number Of
good plays to be seen. Tho big pro-
duccrs. YOU sec. cannot afford to have
the Thchtcr Guild get away with all
tho dramatic art laurols, because tho
guild Is the one small but important
competitor Of tho organized labor in
dugtry,
Since tho actors strike. it is no
secret that tho thcntcr industry Is
completely controlled by an Hssocia-
ton of producers aud managers, who
own all OF the principal thcators thru
out the country and hence virtually
control all OF the players. For while
you may be an extremely popular star.
you cannot got people to come and sec
you unless you hire a thcatcr. and the
only way YOU can hire a thcatcr in a
good location in amy tair.sizcd city Is
thru this m1usEcrS' and producers
association.
Years ago. when these associated
producers FIRST began buying up all
Of tho available theators n fcW we'll
known actors and ACTRESSES. including
Francis wilson Joseph jefferson and
Mrs. Fiskc. attempted to fight the
enterprise with an Independent actors
association Of their own. but 1t wns
not successful. These three. Of course.
could afford to bc Independent be