Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-02-06
RADIO MADE ALLY
OF "LEG|T" STAGE
Producers Believe Theater
Attendance Can Be Stimu.
lated by Breakfasts.

Like the movies, which now have
close corporate Affiliations with the
radio networks, the legitimate stage is
enlisting radio as an ally.
The motive of the play producers in
aligning with radio is the same as that
which prompted the motion picture
producers. They feel that theater at
tendance can be stimulated by appeals
TO radio listeners in the form of talks
and songs by stars, snatcheS from talk
ing pictures or stage plays and reviews
or discussions Of current production.
Thus Playchoice, Inc, New York
Citys "Play-of the Month" Club, has
arranged to use part of the facilities
OF the Columbia Broadcasting System
for a series of fortnightly broadcasts
In which outstanding personalities of
the legitimate stage participate. The
f1rst radio presentation is scheduled for
February IL, with Philip Merivale,
starring in Broadway play, as the
Among others to be presented in the
series are such notableS of the theatre
cal world as Jane Cowl Walter Hamp-
den, Donald Freeman and Clayton
Hamilton,
Radio Stimulates Movie Attendance
The effect of radio broadcastinr on
attendance at movie theaters has ALREADY
evoked much comment in photoplay cir
Giles. Far from detracting from interest
In the movies the radio is now regarded
as great stimulus to attendance. No
less a person than Louis B. Mayer, who
heads Metro Goldwyn- Mayer Pictures.
pears witness to this, although his COM
pany does not now engage actively in
broadcasting.
Half interest in the Columbia Broad
casting System is owned by Paramount
Famous-Lasky Corporation. Radio Pic
lures Is a subsidiary of the Radio
Corporation of America which owns so
per cent OF the stock of the National
Broadcasting Co., the other large radio
chain.
There isn't any doubt" said Mr..
Mayer, who was here yesterday, that
we can stimulate interest in our pro-
auctions by means of radio. We can
furnish programs that will entertain
both those who will be impelled to 60 to
the theater and those who are unable
TO do so. Radio is no competitor of the
movies; last year was radios biggest
year and yet we had the largest attend.
ance at our theaters in history"
What do you think will be the effect
OF television on the theater?" Mr.. Mayer
was asked.
We'll. first of ALL" he replied, "tele-
vision isn't here yet in any practical
sense. I'm one Of those who think that
nature will take its course. II television
suddenly bursts upon us, there will be
something else to offest its effect and
bring the balance back. Radio didn't
hurt the photograph business for more
than short time, did it?
Says Radio Hasn't Hurt Movies.
"You haven't seen the buses kill the
railroads, neither have the airplanes
And they're building bigger, faster ana
more luxurious ships than ever, even
though they're also planning airship
lines across the oceans.
Temporary paralysis can be over
come, and circulation started UP again
although I'm not admitting we're faced
with any threat of paralysis.
The radio, which some people said
would keep people at home, hasn't hurt
the moving picture business in the least.
don't think televiSion, when 1t Is here,
will hurt US either. You have seen
only in the last few years how quickly
we adapted ourselves to sound and
talking pictures. let alone radio.
mo, all these remarkable scientific
advances bode no III for anybodys
business"
(copyright, lsso.)