Variety (December 1914)

14 VARIETY I BY FREDERICK M. MS CLOY At the time the Columbia Amusement Co. consummated its plans to include the south in its operations there was no sign of the business disturbances that have since developed in that sec- tion of the country consequent upon the European war. The start was made in August and at the outset there were satisfactory indications that as warm weather abated receipts would increase to the point of profit. Jake Wells, whose theatres constituted the southern route, and the executives of the Colum- bia Company agreed that the outlook was entirely favorable. But conditions affecting practically every important industry in the south grew steadily worse, with the result theatrical busi- ness suffered to such an appalling ex- tent the Wells people and the Columbia directors, after considering the situa- tion carefully, reached a perfectly amic- able agreement to withdraw burlesque from the south. Of all the cities Richmond and Nor- folk only gave assurance of profitable returns and were retained on the cir- cuit. Business was good, and a steadily growing regular clientele indicated the approval of burlesque by all classes of theatre-goers. The daily newspapers commended the shows in unmeasured terms and things moved along serenely in all particulars until Oct. 19, when "The Mischief Makers" opened in Rich- mond. The people of that city were inclined to look askance at the first announcements of the approach of bur- lesque, and it was only after the ap- pearance of the initial two or three shows that public confidence was ac- quired. This city was in the second week of the career of "The Mischief Makers" on the Columbia Circuit, and the directors of that corporation, rely- ing upon reports concerning it, had taken the show over from the Progres- sives. The exhibition threw the Richmond community into a spasm of disappoint- ment and violent resentment. Disre- garding the mandates of the Columbia Amusement Co. for clean shows, this organization cut loose and gave a per- formance of a character so objection- able the Chief of Police peremptorily arrested the local manager of the Bijou, charging him with permitting an in- decent show. The newspaper reports of this sensa- tional proceeding struck the town like a holt of lightning out of a clear sky. Women patronage ceased instantly and 50 per cent of the men that had become constant in their attendance yielded to popular clamor and remained nway rather than jeopardize their social status or fur some other reason satis- factory t«» themselves. After the un- fortunate engagement of the appropri- ately named "Mischief Makers," efforts were made in overcome the stigma cre- aled thereby, hut without avail. The death-knell had been sounded. The acceptable shows that followed were nut equal to the task of resuscita- tion. 'The Mischief Makers" had com- pletely wiped Richmond off the bur- lesque map. And as Norfolk was too distant from Washington or any other point on the circuit to warrant its re- tention, it was decided by the parties in interest to eliminate it along with Rich- mond. The failure of the Liebler concern, news of which caused not the slightest surprise in theatrical circles, is an il- luminating example of the contention advanced in this column last week. The steadily increasing recklessness that has marked managerial operations during the past ten years and whose object is to go the other fellow one better in competition for business, has brought expenditures to a point where absolute- ly nothing less than sensational success can avert serious loss. When it is stated that the cost of producing "The Garden of Paradise" was $65,000 the fact is revealed that the current ex- penses of that organization must carry an item,of $1,000 a week for practically two whole seasons before a profit can be declared. The Liebler directors either calculated upon an extraordinary success for their show or they made their bet haphazardly with their eyes closed. But, according to the papers in the involuntary bankruptcy proceed- ings, it appears they were betting with other people's money. And right here is the situation that has involved a great many theatrical operators from time immemorial, and that has damaged the credit of the peo- ple in the show business with very few exceptions. A number of years ago actually the most important theatrical operator in this country, if not in the world, was apparently proceeding on the high tide of success. Great theatres bore his name as manager and many of the most famous stars were playing un- der his direction. In the midst of this serenity, a newspaper received a "tip" that the affairs of the famous interna- tional operator were not in the sound- est condition. Investigation developed the accuracy of the unsuspected situa- tion. A five-line paragraph intimating the fact appeared in the paper the next morning. When the manager reached his office along about noon that day, he observed an unusual number of peo- ple standing around the entrance to the building in which his offices were lo- cated, and he encountered others in his walk through the halls that led to his private rgom. Before he had time to open hfs desk, he was quickly ap- proached by his confidential financial man and informed that the men he had passed were his creditors and that the moment had arrived when he must make an assignment. Within five hours, after desperate and unavailing efforts had been made to stem the tide of dis- aster, the great manager's lawyers were at work drawing up the papers in in- voluntary bankruptcy proceedings. It was a case of a man doing business on other men's money, and it required no more than an obscure paragraph in a newspaper to stir those virtual back- ers to decisive action for self-preserva- tion. The Liebler Company was unfortu- nate as compared with presumably many other producing firms in that it was found out. And for the financial integrity of the whole show business it is to be sincerely hoped that those managements that are skating along on thin ice may be able to fix their fences so as to avert the calamity that has befallen the producers of "The Garden of Paradise" and other great spectacles. A few years ago it was possible for business men to issue untruthful state- ments of their condition, when called upon by commercial agencies or by their individual creditors, without fear of punitive consequences under the criminal law, and in this way continue to hide their true condition. But by recent enactment, under which Henry Siegel was recently convicted, the pun- ishment for this offense is fixed at a fine of $500, or a year in the peniten- tiary, or both. In other words, "four- flushing" is a mighty dangerous tem- porization to resort to in this day and generation. All of which leads to the logical con- clusion that the exercise of common sense preliminary to a business under- taking, and sagacious meditation when possible calamity hovers near, are pre- ferable to the almost certain conse- quences of seeking personal exaltation at the expense of prudence, or to ad- herence to impudent superciliousness at the sacrifice of valuable individual support. And within the range of this shot are a number of operators that are not much farther away than a hop, skip and a jump from Times square. Three Towns in a Week. The Grand opera house, Bethlehem, and the Orpheum, Easton, Pa., will hereafter be played in connection with the Majestic, Perth Amboy, on the Ex- tended, coming between Jersey City and Baltimore. The former town will get two days, Easton one and Perth Amboy three. Ward Goes With Talbot Will H. Ward, recently replaced by Andy Lewis as principal comedian of Dave Marion's "Dreamland," has been engaged by Louis Talbot for the Eva Mull show. SCRANTON MAY GO IN. It is quite likely that beginning the first of the year, the Columbia theatre, Scranton, will be included in the Ex- tended Circuit to fill the gap between Philadelphia and Binghamton. ASKING LYCEUM RENT. Washington, Dec. 9. Suit has been brought against An- drew Thomas and Sherman H. Dudley by the Empire Circuit Co. of Ohio to recover $1,083 for rent claimed to be due for the Lyceum theatre. MAY WARD'S KICK. May Ward has retained Franklin Bien to begin suit against the Columbia Amusement Co. for an alleged breach of contract, the complainant alleging the circuit made overtures to her and promised a route on the Columbia Cir- cuit. This, she alleged, has not been done. The Columbia contract is said to have been a verbal one, made on her behalf by her husband, Freeman Bern- stein. The May Ward and Her "Dresden Dolls" was formerly a Progressive Wheel attraction. At the bursting of that wheel, Miss Ward wild-catted for a few weeks, and was about to make a month's stay at Gerson's Prospect in the Bronx, when the date was can- celed, and the Ward show started on the Columbia time. A few weeks have been given the show by the Columbia, which it is said has told Bernstein his show will be played when possible. Bernstein last week booked the Ward Company for the Shubert houses in Hartford and Providence, but canceled after the first Hartford performance. This week the show is laying off. BURLESQUE IN EDMONTON. Edmonton Can. Dec. 9. After two years' absence burlesque returned to the Lyceum last week when A. B. Basco's musical comedy company opened with "the Chinese Ambassador." The company of fifteen came from the coast for an indefinite engagement and are. under the direction of Al On- ken. Among the players are Madge Shuler, Van Martin, Al Hous- ton, May Thompson, Etta Rue, Frank Confer. The attraction is playing seven night "shows with Wednesday and Saturday matinees at 35 cents top. Gayety Opening Delayed. On account of striking electrical and metal workers, the opening of the Gay- ety, Chicago, has been postponed until Thursday, Dec. 17. The house has been completely remodeled and refur- nished and was to have begun opera- tions Dec. 13. Atlantic City-Trenton Split. Commencing Jan. 4 Atlantic City will split with Trenton between the Gayety, Philadelphia, and the Gayety. Brooklyn, on the Extended Circuit. Ida Melrose Married. Ida Melrose of the Pat White Big Jubilee show, and William Jones, elec- trician of the company, were married in Minneapolis Nov. 25. AFTER WESTERN HOUSES. Charles E. Barton, of the Columbia Amusement Co.'s general offices, left for the west Wednesday afternoon to conclude arrangements for taking over two important theatres for the Extend- ed Circuit. While in that section of the country, Mr. Barton, acting for General Mana- ger Scribner, will make some changes in the present Extended route,