Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-08-23

n VOW CnaL the DaLCle mas DeSu
M fought and won-but stop!
" What old battle is it that
a inspires us? Where was it
fought? How was it won? The
as. o. S." press agents have blazed
in upon us with streamers pro-
claiming victory, and their trun-
pets are sounding blast that
ought to be heard at the utter
most ends of the earth. They
have both Saved the stage" and
''recaptured the road" all at their
own expense, and without dis
eliminating against anybody. In
any way, shape or form. IT has
been "the most gigantic publicity
campaign the theatrical world has
ever known" San Antonio, Tex,
has issued a Sticker in color. Cities
large and small, from coast to
coast, are displaying cards, BAN
nerS. one and three sheet posters
spreading the worthy, unselfish
activities of rs. o. So Walter
Hampden and Fay Banter have
joined the conquering hosts and
George C. Tyler Is the first OF the
producing managers to come over
from the enemy. ALI this lis glad
some news, glorious tidings. Truly
Gods in His heaven. ATS well
with the world"
ONE of the meanest tricks of an
irresponsible hoSe-handler Is
to flush with forceful streams Of
water the newly planted garden
of his next door neighbor. Yet
that is exactly what is going TO
happen right now, with the accent
on the right now. The doleful
outlook for the new season in New
York, where, more than any other
locality, the theater Is immortal,
seems to warrant the suspicion
that as yet all is not as well as 1t
well might be. The producing
managers have steadily refused TO
talk shop until the press agents
gave them vigorous prod with
their self promoted campaign.
Then, having been rudely awak-
ened from their Slumber-S0me
have called it lethargy-they
sleepily opened their eyes, gave
q prodigious yawn and responded
with a page of fairy tales about
what was going to happen later
In the year. as late, perhaps, as
October. The eagle-eyed scribes
of the New York journals, keen
OF ear and ever Vigilant, published
the fairy tales. But not even as
late as last Sunday did they in
crease the flare banneTheads Of
their enterprising journals, either
in blacker type or with more
words. Instead, one Of the trust
worthiese Of them all, under the
caption, "RiaIto Gossip" noted
that Elmer Rice's new play, Left
Bank" is to be turned over TO a
number Of sart tEeaters," and, in
return for this aid, the performing
groups will be given first perform
ing rights after the plays Broad
way run. Now this Is a distinctly
pregnant idea. tt is not new, but
it Is so much newer than anything
thus far suggested that the ScfibeS
are almost calling it an innova-
ton. Maybe, after all, the battle
is not yet won, and the "whoopee"
IS sprung bit in advance Of its
cue in the prompt sheet. It has
always been thus with the press
agentl He grows too blamed
unanimous and whoops before the
whooping is due.
&x
PUT this idea of Mr.. Rice's of
letting the art theaters do
their best with his play in advance
is going to give Mr.. Rice line on
the quality and worth of the play
When he gets that he will not
only be enabled to determine
whether it is worth producing at
his own expense for Broadway
and perhaps later for the road
he will be reviying the greatest
aid the theater has had in all
its entire existence, the aid of a
qualified stock company which can
develop players as well as prove
the worth Of plays. That is the