Variety (December 1912)

VARIETY THE TABLOID INVASION By JOHN J. O'CONNOR, (Wynn. Chicago, Dec. 16. This history of show business tells us the public taste undergoes a change every few years, but never was this made more manifest than through the remarkable growth of the tabloid mu- sical comedy business during its few months of existence, commencing the latter part of last season and running up to the present date of the current theatrical year. Melodrama had its fling and then came the "movies," which lost a por- tion of their popularity to the small time vaudeville craze. While this latter brand of amuse- ment is still in its glory, the tabloid is slowly but surely creeping into its field. The announcements in Varibtyi of a southern theatre intending to take up the tabloid shows may give one an idea of what to look for in the near future. Already some thirty odd theatres that formerly dealt in small vaudeville have been converted to the tabloid "cult." The records show new* ac- quisitions weekly. From one to three new productions are likewise being launched each week, and everyone provided with a route. The average showman hasn't watched the situa- tion, and but two out of every Un have taken time to look up the sta- tistics and figure out the possibilities of the new style of amusement. Tabloid musical shows first came into their own out here in the middle west, where they were quietly fos- tered along until their worth has been undeniably proven. Now the south, southwest and southeast have fallen in line and a number of attractions are being routed through those territories. Those who are wont to recall the so-called halcyon days of show busi- ness would do well to consider th^ average business now attributed to the tabloids. It is seldom these attractions do not run up a bigger week's busi- ness at the 10-20 or 10-20-30 scaU than would have been a profitable rake-off for a dollar and a half road attraction several years ago. It is re- puted the Kelly-Schuster firm receiv- ed $756.00 for four performances in one day this season. This attraction has been a consistent record breaker all season. "The Sunny Side of Broadway," with Max Bloom at the head, has been so successful in the south it has been re-engaged in fifteen cities. John and Ella Galvin in "Lit- tle Miss' Mix-Up" bear the distinc- tion of averaging between $2,500.00 and $3,000.00 weekly since it became an attraction on the W. V. M. A. time. Minnie Palmer's productions, in- cluding the Marx Brothers and "The Duke of Bull Durham," have a num- ber of records to their credit. Miss Palmer, although of the fair sex. is one of Chicago's best little producers, having under her guidance a number of vaudeville acts and as many shows. She informed the writer that she would give vaudeville no more attention and before the season closed, would have at least ten tabloid productions en route. Billy Friedlander, proprietor of "The Suffragettes" and "The Prin- cess," has become interested in the Interstate Producing Co., and within three months expects to have several more attractions on his list. The tab- loid has caught the attention of B. C. Whitney to such an extent that "The Doings of Dorothy," "A Knight For A Day" and "The Isle of Spice" will soon be on the tabloid road under the direction of Boyle Wolfolk, who also has a few other shows in the wheel. One could continue endlessly to quote the standing of the business at the present time. With Frank Thie- len, Allardt Brothers, W. S. Butter- field, Mark Heiman, Sam Kahl and Karl Hoblitzell and many other "As- sociation" managers playing the tab- loid shows in preference to the stereo- typed vaudeville bill, and all ready to testify that a "tab" is the more pre- ferable to the two, it looks as though that the public taste changes every so often, the field for tabloids was ap- parent. It is possible to give even a better show in eighty minutes than in an hour and a half for all the super- fluous material can be consistently eliminated and the result is that noth- ing but the "fat" remains. Then, where formerly the showman was compelled to spend a large sum for railroads, pa- per and agents, this cost is now eli- minated and the money expended on the show proper. The tabloid is in its infancy. The constant strife for bigger and better shows augers well for this style of entertainment to a stage of prosperity little dreamed of by its sponsors." If those behind the tabloid move- ment will continue to deal as straight and direct with the producers and managers in the future as they are doing at the present time everything will be lovely for all concerned, but that ever present possibility of "too much prosperity" is liable to kill the blooming bud. In every form of show business the desired mark has been almost reached and then comes the undesired "blow-off." Right now be numbered according to the wants or pockctbooks of the managers. They provide entertainment that will draw patrons from the burlesque houses to the vaudeville theatre. Whether bur- lesque can successfully cope with the situation through furnishing better prima donnas, comedians, and sou- brets than they are now doing remains to be seen, but the tabloid is a men- ace at 10-15-25 as against the bur- lesque show up to seventy-five cents or a dollar. NEW IDEA FOR MAGIC. John T. Whitfield, who produced the famous "Magic Kettle" a few years ago, has a new act based upon the physical law of repulsion recently dis- covered by Emil Bachelet. He will open at the Palace theatre, London, Jan. 20, under the title of "The Bache- let Mystery." According to the little information that has leaked out concerning this new act of Mr. Whitfield's, Mr. Bach- elet has absorbed from the atmosphere the negative of electricity. He over- comes all the accepted laws of attrac- tion, gravity and resistance. MERRY CHRISTMAS AND HAPPY NEW YEAR. small-time men have to temporarily retreat in this section. Much of the credit for the present standing of the tabloid business is due to Ned Alvord who practically has a monopoly on the tabloid book- ing business in the middle west. Al- vord was the first to recognize the possibilities of the new brand and has held in check all those who would foist cheap, tawdry and poor shows. The result is that Alvord's trade-mark is regarded by managers throughout the middle west as a sufficient guaran- tee of merit for any attraction. To the writer Alvord said: "Assuming the tabloid is strictly honest and clean. If it continues along that groove, there is no telling what heights it will climb to. A volume was said about the tabloid when Karl Hoblitzell of the Inter- state Circuit, controlling grade vaudeville house of decided to play this styl. tion in his theatre houses. Another feature of tin- pan not be overlooked is its imminent Hanger to the burlesque business \ tabloid for vaudeville is a musical com- edv condensed, chorus i?irls. come- dian^ and comedienne- TIicm- mav the first- the south, of attrae- Tab" that "YIDDISH" ROOF GARDEN. The winter roof garden idea has struck the downtown theatre district and the Bowery now sports a new resort atop the National Jewish thea- tre (Houston and Christie streets). It started with pop vaudeville last week. In the theatre below the "Yiddish" legitimate pieces are produced. Up on the roof six acts and pictures are offered. Three turns are in English and three in Yiddish. The Houston Hippodrome ("o. is the lessee. The afternoon price is ten cents: evening srale 10 15-25.