The New York herald., 1922-08-31
THEATER BOOMS OUT
OF LAST YEAR SLUMP
Ticket Agencies Report $3.50
Rate Is Helping Stimu-
late Business.
HOUSES AGAIN SOLD OUT
Managers Say Vaudeville and
Movies Are Sharing in Gen.
eral Prosperity.
HOUSES AGAIN SOLD OUT

The turn in the theatrical tide has
set in. following the slump in the
amusement business for the past year
and a half Leading theatrical mana
gers expressed the conviction yester-
day from the booming conditions
which Broadway has already shown
this early that very good. season Is
ahead. one which Is much better than
the past year, which was characterized
as the worst in theatrical history.
The Hippodrome which Is generally
regarded as the barometer Of condi-
tions in the theater, has shown the
largest advance sale for it's opening In
several years during the last week
At the box Office there 1t was said
that the buying has jumped rs to 20
per cent. over the same sale last year.
The large motion picture houses on
Broadway, crowded with patrons Just
when it appeared that the public was
losing interest in the movies, indicate
that business has increased by the
snme per cent
The ticket agencies. which are very
sensitive registers of general conditions.
considered that the lowering of the
price scale to the pre-war $3.50 stand
ard. which seems to be re-esta blished
for most dramatic shows. with a 81
scale for some musical shows. was an
important factor in stimulating the re-
turn of the public to the theater. 4
representative of McBride's said. Ticket
buying has increased so much that Z
looks like a good season.
Lee Shubert pointed out that business
is not ordinarily SO good thus early III
the year.
"Of course. theatrical managers are
naturally optimistic" he said. 'other-
wise we wouldn't be In the business.
But quite good shows seem to have been
produced so far. In comparison to those
last fall. and the public seems to be
getting back in the habit of going to
the theater often. Business in other
lines has picked up. moreover. Another
reason, think. is that vaudeville has
been stimulated by competition. and
better shows are being given here. Good
weather this summer has helped very
much. also. Altogether 1t looks like =
very big year"
Sam II. Harris. president of the Pro-
ducing Managers Association, and
Charles Dillingham; also predicted better
times in the theater. Florenz Ziegfeld
Jr, has been In the Canadian woods
during the last week. but his general
manager, Sam Kingston. pointed out
that the "Follies." the barometer of
summer theatrical conditions, has not
had an empty seat since IL opened.
Brock Pemberton said the proof of re-
viving interest is that now a manager
can sell out his house for an opening
night. whereas last year that never
happened.
The first sign In an Improvement in
attendance came this summer in the
stock companies. The Actors Equity
Association keeps in close touch with
such organizations throughout the coun-
try and yesterday Paul Dulzell. assistant
executive secretary. said the strike sit
uation was the cnly cloud ahead In
all the film palaces on Broadway re-
ceipts during the last month have risen
10 TO 20 per cent. over last August
according to John c. Finn, an executive
OF the Famous Piayers-Lasky Corpora
ton.