New-York tribune., 1922-07-16
Keith Experts
Put Vaudeville
To Acid Test
Programs for Many Months
Ahead Analyzed, Then
Filed Away TO Await the
Proper Time for Premiers

,-ork;nr on their coming Christmas
.,s New Years editions, so the busy
s.okinr men of the 3. F. Keith vaude-
..;,Ia Exchange, in the Palace Theater
pu;ldiag, at the crossing of Broadway
.rs Forty-seventh Street, are studying
,he;r programs for the coming season
months and months ahead.
x.ith vaudeville is no hit or miss,
,r,e.of-thumb affair, relying upon pre-
..sent or the custom" Of the theater
u;s science in its studious precision,
!. science based upon persistent and
intelligent observation of tendencies,
conditions and facts in the current the
.,.r. E. F. A1bee, president of the
Keith Vaudeville Circuit and Of the
ye;th Vaudeville Exchange, whose of
x... sll the Palace Theater Building to
overfowing and annex neighboring
..,urtures. has worked out an elaborate
and Illuminating intelligence system
80. brings to him the most varied and
,,..r.sting data of the stage through
ou. the nation.
Hia headquarters staff work upon
his, document it, analyze it, make
charts and tables, summarize it, and
4, .he end it comes to Mr.. Albee as
,h.rted. plotted and commented upon
:. the basic life statistics of an insur-
,nee company or a Standard Oil report
anon business field. Mr.. Albee, as
Geld marshal reviews the findings of
his experts and lays down the laws
and principles which govern the maj or
strategy Of Keith vaudeville amuse-
m.nt campaigns. The amount of in
formation studied is amazing.
At the present time summer amuse-
nents are in full swing in the Keith
houses and the programs are all worked
ont on scientific warm weather lines.
Summer has its own special conditions
which must be met intelligently and ac-
eura.ely, and the "big time" house on
Broadway requires sne policy and the
ab;p time" house at summer resort
requires another.
This inland theater calls for one
blend Of acts and the seashore house
for quite different one, and every
where the bill must be essentially op-
uosed to the ones framed FOR mid
( winter. Looking forward to next sea-
son, the history of acts in all the
houses during the last season and pre-
csding years are carefully reviewed.
There sre elaborate reports upon their
popularity, the "spots" best suited to
them, their relation to other acts on the
Bill and their general amusement
value Thus the precise entertainment
efficiency Of an act or artist is dis
covered and the findings govern the
territory to be covered in the future
Bookings and the position on the bill.
There are famous acts which are
4riot' on Broadway and "fop" in
sracuse. There are arrangements OF
rine acts on bill which register sue
cess in Boston and go all wrong in
Cleveland
Each city and each theater IN each
city has it's idiosyncrasies. Audiences
in the two-a-day are nowhere just
alike in their demands. Brooklyn
cares greatly for ''kid" acts and animal
acts, while in Chicago they are not
popular. Philadelphia does not care
for wise cracking or sophisticated
comedy, while New York cannot get 1t
too topical or too much in the nature
Of Broadway family joke appreciated
only By Gothamitss.
The booking men have a heavy bur-
den on their shoulders in suiting each
theate: and each city and then the
East, South, Middle West, West, South
vest Northwest, all with broad terri
sOrisl differences. New England and
sas Pacific Coast demand very special
attention, 30 exacting are their re-
sioasl amusement appetites.
The children have to have special at
ssntion in framing programs for the
nidwinter holidays and the school holi
Gays. The booking men have to keep
uack'of the big conventions and cater
70 the delegates and their families.
FOR instance, the Keith bill at Atlantic
U'ey during the Elks convention was
worked out months ago.
VI course, the bills are elastic, and
" the last minute may be improved by
eesirabie acts becoming available and
eing added to the program. There is
nothing rigid or set about Keith book
mss' the Albee idea being to improve
ap TO the day Of opening II improve
nsnt is possible.
mr. Albee in his strategy consid
ess business conditions national and
i0eali he receives statistics of the
'esit'mate theater, the burlesque cir
'u''s and Of the circuses. He has &C.
su'aee statements of the relative popu-
AMY Of concert, opera, legitimate,
suoeville, burlesque and all forms of
hall" shows.
ae investigates new fashions in
Seetainment and is the first to dis
cover new trends in amusement. If
rs 1as'aa art has a vogue you will find
0elsh audiences ost+i, a a,rh .e 4ho