Evening star., 1935-08-04

WlCIl11 bklC bllCdtCiJ tiAC oOoA PCl4OII
field impossible OF profitable exploit
Admissions were but little better
than half what they had been in the
golden days Of revues: it cost $125 900
to float q first-class revue, and, II a
producer played in luck and to ca
pacity houses from January to June,
he Just barely got his money back.
Then, too, there was absolutely no
road, that field of gravy where New
York producer might coin extra profits
after long and successful Broadway
production. The outland places just
weren't going to the theater any more.
One couldn't make money wherever he
turned, and Mr.. Schwab, faut mieux,
was out of the field Of musical produc-
ton for good and all. 1t was adieu,
not au revoir.
Last week the reporter stood with
Mr.. Schwab in the front gangway Of
a theater where 10000 persons, 5000
OF them cash customers, were more or
less breathlessly watching a musical
production the rights to which are
owned by Mr.. Schwab and which had
been staged by Mr.. Schwab. A gross
of SAC, 900 q week isn't unheard Of at
the theater, and 1t averages S36 900.
And 1t is located on, of all places, the
dead -as-mutton road. Where, two
and half years after taking VOWS, was
Mr.. Schwab. the fugitive from the
field of musical production?
He was out in St. Louis, tracking
down fugitive grace notes over the
Missouri landscape, directing a IL
weeks season of musical shows for
the st. Louis Municipal Opera, and
trying out a tuneful romance called
Beloved Rogue" by Robert Stoltz,
author of THE Two Hearts in Waltz
Time" which he plans to bring to
New York as soon as ever he can
rustic cast together in the Fall.
The st. Louis Municipal Opera Co.,
where Mr.. Schwab was retained as
director for the current season at a
very fancy fee, has been going II years
now, and is an established and solvent
institution that would pop the eyes
of some of Broadways most astute
impresarioS. 1t is, as matter of
fact. a great deal more than mu-
sical affair; it embraces half the
State of Missouri in its field of infiu-
ence and overflows into Illinois and
other adjacent provinces.
The highways and railway routes
for hundreds of miles afield are illus
trated with posters celebrating itS
wonders. Railways have arranged
stopover tickets with the price of 6
show included; buses bring in loads OF
theatergoers nightly from as far a.
rs miles away In the countryside
every night of the week Forest ParE
has q traffic problem similar to thai
provided by motorists at the base bal
field during the world series. Score:
of enthusiasts come to town on Sun
day to see the last night Of one week:
billing and stay over Monday for tht
opening of the next show.
1t is all q universal conversations
theme in those parts, and is unhesi
tatingly referred to as the opera,
although last week, when Sunny
was In progress, fragile old lad!
ventured timidly to Mr.. Schwab tina
it seemed a little on the musica
comedy side"
| st. Louis. in a word, is theatel
crazy, and Mr.. Schwab is in the mids
Of its pious bedlam. He drives in {
blue Ford coupe, presented by Henr.
Ford, with the word king" or som,
such on the side, and all the police
men salute his passing. Every fea
tured number of the company has hat
q piano installed in their fiat for tn,
durance of the season, the only con
dition being that they will autograph
it, a laying on of handwriting which
augmentS its sale value by 5000 locally
The air-cooled grill room of the Parl
Plaza Hotel is jammed with St. Loui
fans soliciting the attention ant
favors of members Of the cast lubri
eating their inner economies betweel
rehearsals. When We tell you tina
the whole town partakes of the atmos
phere of a drama festival, this bu
family suggests its general awarenes
of the diaphanously draped Summer
time muse. St. Louis is stage struck
What overthrew my resolution t
retire from the revue field?" said Nj
Schwab, glumly noting an unsold sea
in the ninety-f1fth row. We'll. it va
partly that got restless with nothin
to do, and partly that the theate
business is already obviously on tn
mend and is going to be vastly bette
by next season. No, musical sho'