New Britain herald., 1926-10-23
PARSONS ID HAVE
 NEW PRICE POLICY
Will Reduce Scale for Shows
 Headed for Broadway

Ii. '. ParSons, manager or Far sons theatre. today made public the details of a proposed revolutionary change in the pricing of seats at his theater for plays that are brought here for presentation previous to their New York production.
 Some of the most important pro- ducers of the theatrical world are responsible for the radical price scale move about to be tested in Hartford. The Messrs Lee and J. J. Shubert, owners and directing man. agers of Parsons theater. and AL bert Lewis and A. H. Woods, two of New York's most prominent showmen, are the ones actively in- terested in the box office experiment which will be tried out here week after next.
 During the week starting Monday, November l. Mir. Lewis, in associa- tion with MT. Woods, will offer at Parsons theater, the first American performances of new play entitled Glamour" which is to be enacted U. ell dli-olSil SdoI llSdhtu p@ lNoi pIi Morgan. It is said that this produc- ton will be the most important and pretentious that either of these pro- ducers will do this year, and for that reason 1t Is considered an ideal one with which to try out the new box office proposition.
 MT. Lewis and MT. Woods are con- vinced that theatergoers, in those cities outside of New York where new plays are tried out previous to going to Broadway. fail to patronize such theatrical offerings owing to the fact that the tickets for such plays cost just as much as do the seats for tried and established suc- cesses. In other words, in their opinion, it Is the price and not the lack of New York endorsement that makes so many people stay away from the theater when new play comes to town. With this thought in mind, the producers of Glamour approached the Shuberts with the hope of getting the latters' co-opera- IloI III u ylllS Oul a pA SNNAN VI prices for their play during it's Hart ford engagement. MT. Lewis and MT. Woods did not act through any lack of faith in their property but took the step they did, actuated by the desire to learn if they had hit upon the real reason for the slim patronage accorded to the majority of shows that come to town before winning their New York spurs.
 The idea met with the full ap- proval of the Shuberts and the con- ference resulted In the decison to put into effect at Parsons for the Glamour" week, a scale of prices comparable with those obtained in the years previous to the war. For the evening performances, the price of orchestra seats to be s1.50; the balcony seats all to be sold at S1; and the gallery price to be fifty cents only. Then a corresponding liberal reduction was determined on for the Wednesday and Saturday matinees. Both performances to
  with the entire floor at sl; all Of the balcony, 75 cents, and the gallery to remain at 50 cents.
 It is at least IS years since prices similar to the foregoing. arranged for the Glamour" engagement have been in effect for production of the magnitude of the one sponsored by MT. Lewis Mir. Woods. In this instance, the "pre-war" prices have been gone one better, and should the theater going public of Hartford and vicinity In the week of November 1, avail Itself of this annual opportunity of seeing q production. which will be done here in every way that It will be presented two weeks later in New York city, at tremendously reduced scale of prices. thisl new box office