Evening star., 1948-07-18
.NOse-Dive
The Broadway
Box Offices
Sag Sadly
Ru iaek HR.ian
By jock OfBrian
NEW YORK.

NEW YORK.
Broadway was shocked last week
right where 1t feels 1t the most-at
the box office.
Cash receipts nose-dived. Several
managements said they would try
to fight 1t out through the torrid
Manhattan summer, although pros
poets of breaking even are slim, ex-
cept In the cases Of the few real
smash hits.
As Of this writing there are II
shows running on Broadway. IN
cluded are at least q half dozen
which might fold at any moment. A
good percentage of these are eking
out skimpy substance by virtue
Of the old and honored device known
as "twofers," two-for-one tickets
with which two persons can see a
show for the price of one.
Too Costly.
The latter "gimmick" is accom-
plished without, producers hope,
touching normal business from New
York residents and vacationing
hinterlanders. At this moment,
therefore, hundreds Of thousands OF
"twofers" are being distributed to
industrial plants, social organiza-
tions, Offices, newsstands, barber
shops and other centers within the
citys metropolitan area, but far
enough away to miss those folks
who normally and regularly attend
plays and musicals.
One notable musical which could
not be nurtured by 'twofers" was
allegro" This big musical play
seemed to be one of the seasons
biggest hits last October 10 when it
opened at the Majestic Theater.
It had, among other things, q
record advance sale Of $750. 900 be-
fore its premiere. The "other
things" included friendly to exuber-
ant notices, usually the belwether
of success. But extremely high costs
in the theater these days plus the
torrid weather kept customers away,
as they say, in droves.
When ALLEGRO" opened 1t was
crossing almost $4,000 a week. In
its second-last week, the cash intake
was $4,000. Since the weekly ex-
penses of all sorts-royalties, rent,
salaries, etc.-was $4,000 a week, 1t
was Immediately apparent that the
show could not continue facing a
deficit of $1,000 every seven days
Even in its last week, advertised
widely in paid space and in the
columns of startled theater report
ers, the gross receipts were only
s24, 900, $4,000 under the necessary
$4,000.
Still No Success.
The abrupt shuttering of "Allegro"
brought with it the announcement
that it still had not returned the
original investment Of $250,00 to
its investors.
Look, Ma, I'm Dancing" is an
other big musical to shutter in the
last few days with big deficit. me
and Molly" also closed after 1856
performances, a modest production
which 10 years ago would have an
nounced a neat profit for its pains.
AS it'stands, it is doubtful that it
returned its investment. Ballet
Ballads" the program OF dance
operas, called it run after fighting
it out in the wake of enthusiastic
reviews and great word-of-mouth
advertising. Joy to the World"
gave up its fiscal ghost after 124
Improbable performances, and these
are only the beginning.
Both Allegro" and Look, Ma,
I'm Dancing" hope to recoup losses
by touring in the fall. Among the
happier closing announcements is
that "Brigadoon" will end its en-
gagement at the Zielfeld Theater
July 81, after long run and some
$4O0, 900 of profit, to which hearty
sum is expected to be added in light
of j. Arthur Ranks intention Of
making the movie version with Bing
Crosby starred. 1t also will tour.