Variety (September 1952)

September 17, 1952 lJ:«I¥l]»lAfK Three Legiters Prove Maxim That it Takes Strong Show to Revive Road p™.« Frisco Mgr. Branches Out With Coast Road Shows , ve the road'» is helng ot- *" A tZl fall by three touring J^nns “ Wh Paelflc“Ok- *’'i?^ma'’ ana'^ “Mister Eoberts.” is playinS full-week stands in that are normally split- or one-nighters, while the twn are reopening towns havrbefn%lose"a to legit for ^^rftnpration or more. ^ ^ ®^cp” after playing extended rPoeat’Vuns in San Francisco and Jos Angeles (again on subscrip- Ijpn) moved to San Diego last for an eight-performance Sand- spends the entire current S in Pasadena, and plays all next week in Fresno. All three of IhPse full-week engagements are 5 towns usually limited to one- Sehts Moreover, on the basis of fit week’s huge gross-in San nLo the Rodgers-Hammerstein smash could probably have had an even longer stay. Forgotten liCgit Spots "Oklahoma” (incidentally, also fiiithored by Richard Rodgers and Sr Hammerstein 2d) opened its new season tour with a two-idght- er in Hartford, an established road town, hut then spUt two u'Peks between such forgotten lefih spots as Kingston, N. Y.; As- bury Park, N. J.; Trenton, Perth Amboy and the .occasionally- booked Springfield, Mass. It did fair business between Kingston and Asbury, and jumped to sock attendance in Trenton, Perth Am- boy and Springfield. “Roberts,” out again with Tod Andrews as star, opens tomorrow night (Thurs.) for a split week in Hartford, and spreads next week between such unlikely legit loca- tions as Portland, Me.; Manches- ter, N. H., and Worcester, Mass. Lively advance interest is report- ed in each town. These bookings, and the healthy grosses drawn for most stands thus far, highlights one of the prob- lems of bringing back the road. That is that a strong show is- the primary factor in opening new ter- ritory or reopening old. Organ- ization of subscription audiences, as Is being done by the Council of the Living Theatre, may be sup- plementary help, hut those in charge of the project realize that strong shows must be booked into the subscription towns to satisfy the pre-sold public. So the ulti- mate success of any effort to re Vive the road, regardless of any subscription drive, education and promotion campaign or whatever, depends on the availability of strong shows. San Francisco, Sept. 16. Randolph Hale, who opened the Alcazar Theatre as a legit house two months ago, is branching out into Coast road productions. He’s currently offering “Nina,” starring Edward Everett Horton, as the first of a series of touring offerings. “Nina” is slated to bow in Port- land, Sept. 22, and will come into the Alcazar after a tour of the Pacific northwest. Subsequent pro- ductions will be built for similar junkets, although some may start here and then take to the road. Theatre’s current tenant is “The Lady’s Not For Burning,” which Hale hopes to send on the road If he can find replacements for cast members who must return to Holly- wood for film commitments. Meanwhile, in a quick return date. Alcazar is bringing back “The Moon Is Blue,” .starting Sept. 22. Ben-Ami Star of Yiddish ‘Detective Story’ Version Jacob Ben-Ami will star In the Yiddish version of “Detective Story,” which Jacob Jacobs is pro- ducing at the Parkway Theatre, Brooklyn. Drama is being staged by William Macfadden and will open the 1952-1953 season at the Parkway Sept. 29, Robin Oliver will re-create the role of the shoplifter, which she played in the Chicago company of “Detective Story.” Ben-Aini has just returned from South Africa, where he produced and starred in “Death of a Salesman.” Megiter Ed Sobol On Need for More Good Will In Theatre 6.0. Relations Hollywood. Ediior, Variety; This is my first letter to Variety find also my maiden written gripe about the Legitimate Theatre. In all those huddles back east about'overcoming the apathy to-the tiieatre in the hinterlands I won- oer if anybody gave any tho\ight to httle things like good will and pub- lic relations. Here is an example of what happens, in Los Angeles, ror two years we have been try- hig to see “South Pacific.” The "I’st time we apparently made up our minds too late to buy anything. Anis year as soon as the date was announced for the opening of south Pacific” I phoned the the- re and was told they could not Anri orders until the ads newspapers. I appointed an\; nsked for two tickets for thJf only to be told nn ^ large subscription ufri' . available for any ? Immediately bill agencies, to no avail, Ic-u'P Bros, asked me to in phone number turn something might to lo-iv,,' ^ Determined ^“^turned I went Aiuhinvi,^ ^ Philharmonic "■ns lolci'% again and '^■(-ro - 1 -. ,1 I finllery seats fill- Urn’ know how ■nionic'> T-- 'r'y Philhar- niid 1”' n '' 1 ■‘toeing “The King I tot 5 . Suddenly, aio and -i'h n ^"dtlo.-son’s phoned ' ;- -'Ul flu-y could get me two ('Ot'iinued on page 70) Springfield Sluffoff Claimed; It Has Legit House But Few Bookings Springfield, Mass., Sept. 16. Playgoers of Springfield, starting the first full legit season this town has seen in more than 20 years, find themselves faced with some- thing they hadn’t bargained on, a lack of major productions able or willing to keep the house lighted on an “every week” basis. City now has a'full-time legit house in the Court Square, but Elihi Glass, Playgoers’ executive director, is wondering where all those shows are. “All this talk about bringing the theatre back to the road,” he said this week. “We’re the road; we have the facilities, but now it looks as if a lot of people think we’re just a siding..I’ve got a desk full of letters saying ‘maybe,’ and only a thin file saying ‘sure’.” ^ Before this season opened, Glass wrote a personal letter to all the major producers, telling what had been done here, and the facilities the theajxe and community offered, and then sat back to wait for re- sults. They were considerably less than he lrad hoped for. “Oklahoma,” which opened for a 4wo-night and matinee stand last week, did SRO. Playgoers have the Slavenska-Franklin Ballet, “Gen- tlemen Prefer Blondes” and “Paris ’90,” set for October, but Glass is looking at the long, barren stretch es between then and spring. Meanwhile, he is eyeing other flesh attractions, which have sud denly begun to invade this area, after a lapse of years. Paramount, a filmhouse, will have a one-night stand of “Finian’s Rainbow,” fol lowed by “Carmen.” Martin & Lew- is are booked into the Eastern States Coliseum; the first. Drama Quartet is due into the 3,000-seat Municipal Auditorium, and the city has three separate concert series between now and next spring. Toster" Caught In Chi Shnhert Snarl Personal and business quarrel between J. J. Shubert and George Rochford, the latter treasurer and co-owner with the Shuberts of the Blackstone, Chicago, was holding up sale Monday (15) of tickets for “Fourposter,” which opens there noxt Monday (22). The seat sale had been advertised a week in ad- vance to open Monday (15), but tickets weVe not available and it was reported at the theatre that nothing could be done until a house manager arrived. According to New York trade circles the tiff between “Jake” Shubert and Rochford stems from the latter’s having served as treas- urer last season at the Palace, Chi- cago, when it switched from a film policy to house “Gentlemen Prefer Blondes.” However, there are also understood to be differences over operation of tho Blackstone. With tickets not available Mon- day as advertised, prospective playgoers going to- the Blackstone were turned away. As a result, Fourposter” was caught in the middle and presumably has lost some business. Meanwhile, Sam Gerson, Chi local Shubert head, is said to be ill at his home and un- available for comment. Moreover, his status with the Shuberts is un- derstood to be uncertain, also fol- lowing a tiff several weeks ago with “Jake” Shubert. Claim Pressure to Switch Bookings As Shuberts Take Over D.C. Gayety PARISIAN m JOEY’ IS PRRPPED FOR AimiHN French version of “Pal Joey” may be presented in Paris by Archie Thompson, in association with « lo- cal management. Who is doing the adaptation isn’t revealed. Thomp- son, formerly a production associ- ate of the Shuberts, has been in- volved in several Broadway shows in an unbilled capacitiy in the last couple of seasons. Thompson’s planning to bring “Joey” in this fall. The current revival of “Joey” is a consistent near-sellout at the Broadhursty N. Y., and a London edition is mapped for this fall or winter. Ready London Break-In For Musical ‘Children’ Hollywood, Sept. 16. Musical version of “My Dear Children,” with a score by Rudolph Friml, is being, readied for a Lon- don break-in next spring. It will probably be a 1953-54 season entry on Broadway. Catherine Turney and Jerry Horwin, who penned the original play, which served as a starrer for the late John Barrymore for some time, have written the book for the tune version. Script has been tentatively retitled “Bravo.” ANTA Hopes to Be in Black This Year by House Lease, Cancelling Its Play Series The American National Theatre & Academy, which is giving up its quarters in the ANTA Playhouse, N, Y., for lease to the American Academy of Dramatic Art, will house at least part of its staff in the "Victoria Theatre building, at 46th & Broadway, N. Y. The lat- ter property is owned by City In- vesting Co., of which Robert W. Dowling,, a member of the ANTA executive committee, is president. It’s understood tenancy will be on a nominal basis. i By leasing the Playhouse to the 56-year-old American Academy, as well as by cancelling its Play Se- ries, it’s hoped that ANTA will be able to operate in the black this year. The organization went into the red for $129,600 on its opera- tion for 11 months ended last May 31. If another deal for the Actors Studio to use the Playhouse also goes through, ANTA will presum- ably be in even better, financial shape. As reported in Variety some weeks ago, Helen Hayes has de dined to serve another term as ANTA president and a committee consisting of Clarence Derwent, Vinton Freedley and C. Lavyton Campbell is drawing up a slate of officers to be voted on at the an nual meeting in October. ‘GYPSIES’NOW OFF TILL WINTER FOR REVISING “Gypsies Wore High Hats,” Jo- seph Kramm’s dramatization of an unpublished novel by Sylvia Gold- en, which Aldrich & Myers, in as- sociation with Julius Fleischmann had planned to produced on Broad- way early in the fall, has been postponed, probably until early vrinter. A road break-ln tour will precede the New York preem. Timetable now depends on when Kramm can complete script revi- sions. Some major recasting is also required. Play last week completed a pre- liminary strawhat tour, including single-week engagements at the Falmouth Playhouse, Coonamessett, Mass.; Cape Playhouse, Dennis, Mass., and Pocono Pl8yhou.se, Mounlainliomo, Pa. On basis of these test runs, the producers de- cided the piece needs substantial alterations, but that it warrants going through with plans for a Broadway presentation. Project is already financed at $60,000. See Canadian Tent Setup After Big Toronto Season Toronto, Sept, 16. With a smash $21,900 on its sec- ond week, “Annie Get Your Gun,” with Marilyn Day and Earl Covert, wound up the Melody Fair theatre- in-the-round season here. The 12- week take on musicals was just over $250,000, a 40% increase on last year’s gross, when the tent set- up was first Introduced in Canada. Current installation, with 1,640 seats scaled at a $3.40 top, was financed by a three-man syndicate of Toronto brokers, headed by R. S. (Monty) Lampard, with Leighton K. Brill in as executive producer and Ben Kamsler as business man- ager. In conjunction with this Toronto group, plans have been completed with local syndicates for the setting up of Melody Fair units next season in Montreal and Calgary, in keeping with the Brill- Kamsler plan of an ultimate trans- Canada setup of summer tent-show musicals. Over 40% of the 1952 Melody Fair subscribers have signed up for the '53 season, though not knowing the play schedule or who the stars will bo. Similarly, serv- : ice club nights have been sold out ; for next season to the Kiwanis, ! Lions, B’nai B’rith, Hadassah and I various Catholic groups. Throughout the season, Bert Yarborough was director; Arthur KIPNESS STILL PUSHING SCENIC ARTISTS’ SUIT Although the League of N. Y. Theatres and United Scenic Artists have patched up their dispute over the importation of foreign scenery, producer Joseph KIpness is press- ing his damage suit against the union. Considerable pressure has reportedly'been brought to have Kipness drop the legal action in the interests of harmonious rela- tions between managements and various-stage-.mnionst but the-^mor.] ' ducer has refused to drop the case. Situation stems from last sea- son’s Broadway presentation by Kipness and Jack Hylton of the latter’s London meUer hit, “Wom- en of Twilight.” The union ob- jected to the importation of scenery for the show and picketed the opening. Kipness brought suit on the ground that the picketing was instrumental in the play’s box- office failure. League and ,the union, have since worked out an agreement covering future such situations. ^ The Gayety, former burlesque house in Washington which has been operated as a legit stand for the last couple of seasons, has been taken over by the Shuberts, who have renamed it the Sam S. Shubert. It is being booked by the United Booking Office, which refused to do so when it was un- der the former management. New situation" opens up the capital city as a two-theatre tdwn for the first time in many years and presages a booldng battle be- tween the Shuberts and Aldrich & Myers and Louis A. Lotito, who operate the National there. Latter house, the legit flagship in Wash- ington for many years under the management of Marcus Heiman, UBO president, reverted to a sec- ond-run film policy at the end of 1947 rather than accede to an Ac- tors Equity demand to modify its racial discriminatory stand. With expiration of Heiman’s lease last spring, the National was acquired by Aldrich & Myers and Lotito, president of City Play- houses, which operates several le- git theatres on Broadway. It dropped its racial policy and, after renovations, reopened as a legiter May 5 with a four-week run of “Call Me Madam.” It has since played smash engagements of “Gentlemen Prefer Blondes” and “Porgy and Bess.” According to several Broadway producers, the Shuberts Wn some cases Lee Shubert himself) is urg- ing them to book tryouts and tour- ing shows into the Gayety (now Shubert), if necessary cancelling previous agreements with the Na- tional to make the switch. The prospect Is that although the Na- tional has always been rated a larger, better arranged and equipped and more desirably lo- cated house than the former hurley spot, there would be booking ad- vantages in other cities, notably New York, Chicago and Boston, by dealing with the Shuberts in Wash- ington. Also, the implication Is, the subscription setup in the capi- tal would he more readily avail- able for a show playing the Shu- bert. Thus far, most managements are reportedly resisting Shubert pres- sure on the matter. Beginning Oct. 6, when “Bernardine” opens a week’s tryout there, the National is said ko be booked almost solidly into early January. Meanwhile, only three shows, the touring “Paint Your Wagon,” S. M. Char- tok’s Gilbert & Sullivan troupe and the Gus Schirmer-Shubert touring edition of “Tree Grows in Brooklyn,” are set for the Shubert. F&M, Prince Liltler Mgl. For ‘Dells’ in London London, Sept. 16. “Guys and Dolls,” the Broadway smash for which various London managements have been bidding, will definitely be presented in the West End next spring by New York producers Cy Feuer and Lmest H. Martin in partnership with British theatre owner-manager Prince Lit- tler. It’s understood that Louis Dreyfus, London head of Chap- pell Music, will be silently associ- ated in the deal. Expectation is that the Frank Loesser-Jo Swcrling-Abe Burrows musical will play Her Majesty’s, a 1,300-seater, or the 2,090-seat Stoll’s, Kingsbury, both Littler Philly Leoit Footers Get Wa»ie Hike of $7 Weekly, Retro to Season Start Phiiadeiphia, Sept. 16. Local 77,' American Federation of Musicians, and the legit the- atres , reached an agreement here (12), and inked contract which gives the tooters in theatres a $7 increase, raising their weekly pay to $107. Settlement was amicable and only was delayed until after the season’s start by illness of J. J. Shubert. New terms also increase the number of local musicians at straight plays from four to five men in the pit. Another hike was the increase of the number of lo- cal musicians for musical shows from 15 to 19 men. This won’t af- fect budget of tuneshows, however, who will merely bring in fewer men from New YorH. Erlatiger Theatre had already started the stage season with “Good Night, Ijadies” (8). Er- langer, which is operated by the Goldlar Corp. (William Goldman, film exhib, and Lawrence Shubert Lawrence), had agreed to go along W'ith the union on whatever deal made with Shuberts, who own the town's other four legit houses. Pay at the Erlanger was to be re- troactive from opener until date of contract signed. Musicians also were given a sharp wage hike in another enter- tainment department—niterics and hotels. Class AA and A spots got an average $10 increase. Class BB and B spots, which include most of the town’s musical bars, drew houses. However, the latter gets Lief, musical director, and Bettina! Hie U. S. rcvWal of “Porgy and Rosay, choreographer and bal-1 Bess” ear y in October, so its avail- average raises of $5 and $2, respec- 1 lerina, 1 ability could possibly be a factor, j tivciy.