Evening star., 1927-05-08
A Time for Press Agenting.
BY PHILANDER JOHNSON.

Nav 13. for the aid of the food vic
tims brings back an old-time thrill.
Il X \
The press agent is only just be-
ginning TO be appreciated by pro-
ducers. He used to be inspired by the
love of art and the interest in the
personalities and mechanism of a
world Of artihciality that fascinates
nil. He was therefore deemed i'm
Dractical and even called a poet.
The man who says he does not like
the theater is usually trying to pro-
mote self deception that Conceals
the disappointment of some his
trionic aspirations, either serious or
slight. The press agent attempts
no such evasion. He loves the the
ater and to chirp about it like bird
IN the wild wood that salutes the ris-
ing sun.
The play-acting inclination is noted
by scientists in many of the humber
ranks of the animal kingdom and IS
INDUCED in with great expertness IN
MANY phases Of business life. Some
of the finest statesmen are expert
actors who charm the imagination,
hold the attention and make the
writing of a check the eliminating
incident of a little comedy.
x X
The press agent is always an en-
thusiast. The task in hand repre-
sents a mission. and he becomes an
authority in a world of his own that
permits him the JOY of unfettered
adulation. The complimentary ad-
jective is his to nurse into profuse
blossoming without fear OF being
called TO account.
There are certain terms that still
survive in press agent usage. The
word gripping is one OF them.
New terms have come in with the
motion pictures, such as "visualiza-
tion" and perturbation" The screen
has gone further in inventing its own
vocabulary than the speaking the
ater ever managed to do. The speak
ing theater borrows its Technology
from all the arts. It's discussion IS
greatly facilitated by little knowl-
edge of painting, when an effort IS
made to describe impressions instead
of facts or events. The word
''nuances' went out of business long
ago after being overworked into eX-
haustion. New inventions will intro
duce new terms, and very possibly
we shall need some such word as
"vitaphonical" Very few people
who write at all about the theater
have not press agented at one time
or another, perhaps as steady en-
ployment or only intervals as side
issue. The most valuable OF press
agents is the scribe prompted by
desire to tell the public that some
thing really worth while has been dis
covered. The publicity of personal
conversation is highly influential.
with the advantage of the spoken
over the written word. but with the
disadvantage of being usually offered |
with only a casual sense OF response |
bility.
The success of Eva La Gallienne's
repertory theater is due to this spon-
taneous style of criticism which
evaded the glare of methodical and
rehearsed publicity employed by the
older group of Broadway managers.
She had something worthwhile. Peo-
pie liked it, talked and wrote about
it and the public, 5 always, well
coined a meritorious idea, responding
without stint or hesitation.
OF such Overwhelming interest is
this coming benefit for the Missis-
sippi food victims that the custom
ary arts of persuasive expression
may be entirely dispensed with. Now
is the time Tor every good press
agent to come to the aid of his fell
bowman and his own conscience.
* "
The simple announcement of the
purpose of this performance might
easily be sufficient to crowd the
theater. Will Hays, who. when he
chooses, can be the noblest press
agent of them all. has notified pic
ture theaters in the larger cities to
set aside the receipts OF certain per-
formances for the relief of the food
victims.
The use OF the theate. for the
Washington benefit for the food suf-
ferers is donated by the Messrs.
Shubert and Sylvester Z. Poll. The
entertainment material which can
be drawn upon is unlimited. The af-
fair will be one OF the most demo-
cratic that the stage has witnessed
in many years. 1t is sponsored by
the Washington theater managers,
in association with the local musi-
clans and stagehands' union.
The fearful tragedy of the Missis
sippi has had for time that mollify-
ing influence which comes with the
shadow of misfortune and promoted
q spirit OF unreserved cooperation.
It is impossible to give complete
list OF the artists who will appear
but a truly good press agent is able
to walk up to newspaper desk
with a photograph OF the star, the
title of the play and blandly confess
that he knows nothing whatever
about the show. Owing to certain
cancellations and shifts en- route, he
was obliged TO take the train and
hurry into town without even having
seen a rehearsal. But here's a letter
which. in his haste, he had slipped
into his pocket without reading. He
finds in it list OF the members OF
the cast. references to scene locales,
and proceeds TO write with glowing
splendor Of his marvellous aggrega-
ton Of acting talent. OF literary
graces and of pictorial display.
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Besides a number of stars who
have signihed Willingness to make
the trip from New York to con-
tribute to the occasion, the players
a...r-croG 4 nnrn L.. Il IL. 4