Variety (April 1923)

•^ "M 16 LEGITIMATE TKursday, April 12, 1923 "DIDN'T COME BACK" AFTER EASTER, LOOP MANAGERS' WAILING LAMENT Morris Gcst and Moscow Art Sensation of Town— Most Attention for Gest—"Hurricane" Panned to Pinish—"Crooked Square" Closed to Big Loss "It didn't come beck" was the •lo^an aonong tbe letpit manai^ers An iitt loop in welffhinsr what the DoBter week trade offered. Under the euper-tnanegemenit of Morrl« G«it, th« Moscow Art Theatre had everything Us own way at the Great Northern. Far from reaching ex- pectations were the other new plays. No restoratives were mip- pMed m the hoped-for Increase of theatrical business via the ceseation of the Lenten resolution?!. There's nothing In sipht now excopt un- iwuaJly early closings for several loop theatres. Desp4te the (ruarantee which brought the Motc<yw Art Theatre organization to .Chicago, there was a temporary scare handed the Rus- Mans' enthusiasts on the nlgiit after ihe greatest theatre premiere this «ity has ever chronicled. Wednes- day night's bu0in«>3 -went down with a thud, and the brilliancy of the opening night (Tuesday) was but memory. As rapidly as did the scare ap- pear, faster returtied the enthusiasrm to crown the first week of the lim- ited three wroke' stay with liic suc- fe«8ful achievements that brought ►HMles to Gefft's face. The eiTutic- ncsa and the strange ups and downa of the Chicago season even pene- trated the Moscow Art Theatre, in- dicating that regardless of the na- tional Interest in an attraction, ihere'.s just that about the present season in Chicago to puzzle the managers beyond all reckoning. The hotels are experiencing much diffi- culty in disposing of tickets for the Moscow Art Theatre. The big play" for the Great Northern at- traction is coming from the guar- anteed society clientele. Tremen- dous hae been the space given by Ihe local press for the Gost enter- prise, samo reaching such heights that It's a case of Morris Gest being more talked about than the attrac- tion itself. Sum up the whole Kus- ♦fian campaign and one verdict Is reached, namoly. that Morris Gcst is the biggest showman that has stepped Into the loop In years. Two premieres featured the Kaster Sunday night program, with all the critics picking "Hurricane" at the Selwyn In preference to * Tangerine" at the Garrick. The j»remiere at the Selwyn was also featun^d with the last local appear- ance of Amy Le*ilie, dramatic editor of the Chicago "Daily News," who .'ittended this premiere on the eve of her departure to California for a murh needed rest after her recent illness. Miss I^slie did not review ilie porformancf, merely attending lo say farewell to her numborless ndmirrrs and pay a personal tribute to Olf^a Petrova. "Hurricane" is a sad plight for the costly Selwyn. It's a big flop. Some encouragement came to the admirers of Petrova for hrvr new play via newspaper nOtirp^ received at Montreal and Syracuse. V)ut the l)ie«^e is not of the theme that Chi- «'ago fancies these days. In many ways the loop playgoers have been fiho.kcd witli tho story of "Hurri- « an«\ " In the goml old days Chi- cago held an exfluelvo record for shocking plays, but this hour has long pas.se(l. and while the man- agers ignore this shift of tastes great will be the losses. The Scl- wyns were evidently hard pressed for an attraction to follow the suc- cessful stay of "Partners Again" %vhfn they sent "Hurricane" here. It's not likely the piere was passed upon hy tho.se who know th<-ir Chi- cago. Tho critics contributed brutal reviews, but onee ,ig;iin crrditod Mme. Petrova with plenty of honor for her individual talents. The piece. In «horr, is very much o\jt of pl.'vce at the higli-tont'<l atmc».-;phoric Sclw>M. A hurried rn.sh for a new attrar- tion at the Selwyn was made after the chatter of the premiere audi- ♦^nce. Jack Welch, general manager for the Sclwyns. attended the I'e- frova ojieniiig. His decision brought fi quifk con.Hultaiion with Al Wo(»ds, resulting In the tr.in.«?fer of "I^lght "Wines and Beer" from the Woo<ls . ^o the Selwyn. April 21. Thl.«» mov- ing of the present Woods tenancy vrxti due to a film contract that Woods mado with I'aramount. It — vfsu* iU first intend«rd to move "LJKht Wines and Be*!r' to Broadway, but the pUiy j<faj-ted doing business week bftfore l;ist and continues !?tep- »>ing Into popuiftr favor. Sundiy night the Woods sold out as early as 7:45. At tho Woo<l« tho Hoff- man piece is featuring a |2 top scale of prlcco, but at the Selwyn it will Utilize the usual Selwyn pcale of for both house and $2.60. What will happen to "Hurri- cane" isn't known at this hour, but the notice of the two weeks' closing went up Monday. There's a bare possibility of Mme. Petrova con- tinuing on the one-night stands, where her greatest success hiia been registered since she has been under the Selwyn managennent. "Tangerine" Isn't set right as yet at the Garrick, de.<:pite the crack- er Jack premiere trade of little over 13,200. It was anticipated the Julia Sanderson cast would be an instan- taneous sell-out at all performances, so the two-thirds tilled hou.ses after the opening night upset the manage- ment, in the Sunday newspapers "Tangerine" bought unusually big advertising space, featuring a new scale of prices at $2.50 top for the nights and a special $1.50 Wednes- day matinee. The Saturday matinee price is now fixed at $2. The critics we<ren't over-jubilant in their re- views, with "The Tribune ' contrib- uting a notice that dug hard into the box-offlce enthusiasm. "Loyalties" and "Peter and Paula" got away Easter Monday night. The former Is housed at the Powers.' It made a quiet premiere, but there aie signs that It will Increase in favor and match tho anticipation of those who know what the piece did in New York. Then, again, it may be another instance of where Chicago will prove Its lull in Interest for plays of the high English type. The O. P. Heggie piece at the Playhouse, baj-ely recognizable from its re- peated chiOig*-8 of titles, had the critics In it« favor, but at no time during the week reached figures to develop hope. What success the present Playhouse piece does reap will come from the popularity that Mr. Heggie created while here with "Happy-Go-Lucky." "The Crooked Square" gave up the fight at the Princess Saturday, leav- ing the theatre dark for one week because of the inability of Eugene O'Brien to arrive In "Steve" until Sunday. "Steve*' has been flirting for Chicago time for over two months—attempts having been made to book the Selwyn or the Olympic. Reports have it that the O'Brien play has -cleaned up on the one- nlght^rs. "Up the LAdder" failed to offer the response that some hard work is trying to do for this play at the Central. Friday night's house of around $500 was the best encourage- ment of the week, but It Is doubtful if the Brady play will last long un- less the engagement goes on the co- operative iKiais. There Is some talk of "Ladder" making another move and striving for local favor at a sensationally low scale. The Olympic Is mentioned In this connection following the Thurston engagement. Making an uphill fight, Thurston Is meeting with success at the Olympic, capacity crowds ruling winning week touipany. Perhaps tlie best Improvement of the week was checked for "Light Wines and Beer,' at the Woods. Here's a play that got started slow but has crept up and in moving to the Selwyn will gain more popular- ity, for the true laughs In tho piece will ring loud and long In the small Selwyn. Al Woods is here direct- ing the shift of his attraction as well as hurrying plans for a summer completion of his new house, the Columbia. "Blossom Time" is swinging into the gait that close statisticians claimed. Following the Russian en- gagement at the Great Northern, "Blossom Time" will take over the house, being forced out of the Apollo with tbe previous bookings of the Howard Brothers In "The I'asaing Show.' There will be a limited stay clause to the "Passing Show" at the Apdlo, six weeks now being given it. "Sally" continues to go its merry way at the Colonial, aiHi while the capacity business of the early weeks has disappeared the engagement is most sensational, considering the high scale of prices. Added newspaper advertisements and extra billing for a presentation of this caliber prove the Ziegfeld oflllces are out to keep "Sally" here until June 30. Now that the Easter week period has been reached and endured with no betterment of general business, loop managers are merely trusting to luck for the remaining weeks of the season. Starting with Easter and continuing until June 15, the managers always claim the period to be the last quarter of the whole season. The lofty tumbling of pre- viously set conditions in Chicago has created much talk In New York booking offices, and Just what for- mula will be adopted to straighten out the erraticness of the Chicago situation before another season ar- rives is hard to fathom. Anticipa- tion created with false ideas Is what has caused so many disappointments in. Chicago this year. Those who study Chicago's condition* aren't disappointed. The whole town has undergone a complete reversal of form, and until the New York man- agers acquaint themselves (this re- porter has been battering away at this point all season) with the actual facts there's going to be a continu- ation of the losses. Why Chicago should be expected to make suc- cesses out of shows that w^ouldn't be dared for Broadway approval and then the town roasted because these plays fall by the wayside after a Chicago premiere, conservative form students claim Isn't faih Those managers who content themselves with fairly good profit checks In- stead of war-time profit checks are the ones who don't find anything to complain about in the*Chicago busi- ness. To have new plays drop as low as 1800 on the first night after a Sunday night premiere is another jolt that touring managers must familiarize themselves with here. The Monday night trade is at Its very lowest ebb now, and there Is noth- ing in sight to restore the conditions back to normal. Several of the t reaching $6,000. Fvill hope lor suc- cess based on O. P. Heggle's clien- tele gained at this house from "Happy-CJo-Lucky." •*Loyslti««** (Powers, 1st week). Type of show that will go along quietly here. Some disappointing figures during week. Figured $9,600 with Monday opening. "Peter Weston'* aiaiTis, «th week). Kept under $13,000 because of no response from added Easter interest. Indications piece will be able to reach June 1. *'Light Wines and Beer^ (Woods, 3d week). Picking up faat after slow start. Moves to Selwyn April 21. Reported little under $11,000. •'The Rear Car* (Cort, Ctta week). Exits Saturday, with neighboring town route to be picked up. Did better on whole engagement than premiere predicted. Grossed little under $S,000. ''Blossom Time" (Apollo, 4th week). Improving all the lime, reaching close to $22,000. Movea to the Great Northern April 21. with "Passing Show" cominir into this house. **8tdty'* (ColonfaT. 13th week). Hovered around $29,000, with news- pa|>er advertisements indicating Ziegfeld is out to keep offering here until last week in June. **Two Fello>*s and Girl" (Cohan's Grand, 4th week). Went slightly be- low previous week's average, but gt)tjd tiemand from hotels. Chocked trifle tJiXler $10,500. Thurston (Olympic, 2d week). Bl^ crowils, but prices held down g>*08a to around $9,000. Night top price ia $1.60, with matinees at $1 top. Talk of a new colored mu.sicai show following Thurston's limited stay ©t three weeks. "Crooked Squiire'* (Princes.*?, 4th and final week). Made qui;k get«i away Saturday after big los-?. Housti dark this week. Eugene O'Brien in "Steve" opens next Sunchiv night. ".Square" got $7,000 for fareweU week. « "For All of Ua" (Studebaker. 21«t week). No abatement to extraor-< dinary demand. Figured around $13,000. with big new.spaper adver« tisement campaign still holding^ Sensational to finger-tips consider^ ing consecutive wjeeks of close to top dramatic business in town. '^Up th« Ladder" (Central. 3d wMk in Chicago). Moved over from Pl«y« house, with cut rates being playeA hard. How long piece can .ast on $5,000 gross next two weeks wUl reveal. ^^candals" (Illinois. 4th week). Reached $18,000, but will prolong ea^ gagement two weeks more. No at^ traction In sight for house. ''Cat and Canary" iLa Salle. 31st week in Chicago). Squeezed slight* ly over $8,000, but big billing cam* paign Infers piece will be kept into the hot months. . SHOWS IN N. V. AND COMMENF --^ Figures estimated and comment point to somo attractions being successful, while the earn* gross accredited to others might suggest mediocrity or loss. The variance is explained in the difference in house capacities, with tho varying overhead. Also the size of cast, with consequent difference in necessary gross for profit. Variance In business necessary for musical attraction as against dramatic play is also considered. nightly but with the gross figures I theatres have waged a Monday night low scale ' campaign, but the playgoers just held down because of the of prices. On this visit Thurston has made his biggest hit, all news- paper reviews being the greatest that perhaps this magician has ever recplved anywhere. The prediction that "Cat and Canary" would And itself alone in the mystery play arena has come to pass. "The Hear Car" will leave the Cort Saturday night. "The Last Warning" departed from the Black- stono Saturday night. "Car" will lay off a few days and then pick up a route of one-night stands around this territory. "R. U. R." will be the new attraction at the Cort. "Bristol fJlass" opened at the Blackstone Monday night, being the only new play of the week. "Cat and Canary," while below Its stop clause of $lo.- 000, will continue at tho La Sall«>, and, with what n^w billing Indicates, it's quite likely the managers infnd to keop the La Salle open with this mystery play until a June attraction is picked. Except for the odd patronage that is Mocking to "For All of I's," at th«« Sfudrhak«M-, there isn't the hurrah- ing bring <lone over the Hodge play that tho sensational records deserve. Thrre was an extra matinee at the Studt baker last werk, and all signs point to several additional records bring achieved before this play hints at any possible reason to depart. It's all Insido propag.nnda that is keeping 'For All of I's" alive, b)it samo is .saturated with clr-vrrness. "Two Follows and a Girl'" hrr struck the ehann**! of actual f.ivor Tr.ade was a llftlp below the pn-- vioiis week, but the right kind of cflllfl are hr>ing made for th^ Cohan offering at the hotel stands, best indication of profitable business. "I*oter Weston" in holding its own at the Harris, and while the Easter week trade w^.'isn't of the bang sort that was expected, it was another won't come out. The newspaper critics are getting more familiar with the inside angles of the erratic Chicago season, add- ing to comment, so after all, even if there has been a m.arathon list of disappointments in Chicago this sea- .son, tremendous enthusiasm still prevails and enough theatregoing money to be spent for the shows that are really worth seeing. Let the fal.se Impressions that Chicago Is a "hick" town be erased •ind watch the loop send forth big gross receipts. I>ast week's ofitimaf^s: "Tangerine" ((Jarrick, 1st week). Opened to little over $3,2O0 Easter Sunday night. Spotty business dur- ing week somewhat disappointing, but managed to approach $17,000. Big extra advertising campaign this week, featuring $2.50 top prices for rights, $l.r)0 Wednes<lny m.itlnec and 12 Saturday matinep. Moscow Art Theatre (Great Northern, 1st week>. Kpo<h-mak- ing in every way fnr local theatri- cals. .Morris (Jest's showmanship more talked ab<.'Ut than pre.«?eruation itself. ITnequaled theatre premierf? for Chicago for brilliancy. i:ei>orted aroun<l $31,000. "Hurricane" (Se.wyn. 1st week). Evident Selwyn oltlcials did not see Olga J'etrovas play before It <-ame here. Wrong t>ped play for «'hi- eigo. reveal:r;J' '»u>cking theme. Out of $j,000 \N'' . piece drew around $1,400 of week s grofs at premiere, which attracted all the critics and a typically representative Chicago premiere audience, despite opposi- tion. Must hold until April 21. await- ing "Light Wines and Beer" transfer from Wiiods. ••Peter and Paula" (Playhouse, 1st week). Showed f'ltiire rromi.*e by '•Abie's Insh Rose,'* Republic (47th week). Almost a year, cuid end of run not in sight. Producer and house management confident Anne Nichols comedy will remain through summer. Last week it Jumped $3,000, getting a gross of $13,700. "Anathema,'* 48th St. (Ist week). Presentation in Yiddish attracted so much attention that drama was translated and English playing cast engaged for Broadw^ay s'how- Ing. Taken off at Yiddish Art theatre and opened here Tuesday night, with Ernest Glendlnning in lead. ••Anything Might Happen,** Comedy (8th week). Due to stop Satur- day. Has been in a groove, with th'e takings quite moderate — around $6,000. Harvard Dramatic Club succeeds. ••Barnum W|is Right," Frazee (5th week). Melodramatic farce which has drawn fairly good business but has not won big grosses be- cause oall has been for lower floor. Rated good entetralnment and likely to do better on road than Broadway. Excellent for stock and pictures. Nearly $8,000 lost week.* •'Better Timet," Hippodrome •(32d week). Another two weeks to go. Show bigger than for past two seasons, but business considerably under that of normal pace former- ly attained for big house. Owners trying to sell property, but deal- not consummated. '•Caroline," Ambassador (11th week). Went oft sharply in late L«nten weeks. Attraction believed to have mado some money and may be cut rated for balance of season. Easter week found no Improve- ment over the $8,500 pace of Holy Week. "Dice of the Gods," National (2d week). Blrs. Fiske entered with new "dope" drama Thursday last week. Good acting credited, but play not laud'^d. A moderate stay, with draw of star dependent on that. "Chauve-Souris," Century Roof (62d week). Three weeks more for the most exceptional importation In Broadways history. Held to a $,1 top for 14 nionth.% and recently big attendance attracted by re- duction In scale. "Cinders," Dresden (2d week). Ed- ward Royce's musical production which debuted in the new roof theatre atop the New Amsterdam Atmosphere of class for both show and house provides favorable edge. Opening pace must Improve If show Is to attain a run. Takings were about $«..^.00. Saturday night alone drawing a $2,000 house. "Elsie,'^ Vanderbilt (2d week). Criti- cal comment favorable to this likeable liMle musical show, whi< h drew attention during winter on tour. Show gof al.out $8,500 first week, but chanros look good. ••Follies," New Amsterdam '(40th week). Clutmpion of all "Follies," having bn»keji all records for Broadway run, still leads the Held. Seat sale into late May. Raster week business b*>ttereil average, gross being LI-l.TOO. ••Oivo and Take," 49th St. (lath week). Believed to have been profitable from start, although grosses "have not been big, the fig- ures are good for this theatre. Average YmP been $8,000. though I u larger takings have been recorded, "Go Go," Daly's <3d St. (r)th week). Has been able to attract good trade here, which gives thi^ mu^ steal rating quite above the aver* age. Looks strong enough for » summer try, which may be mada in downtown house. Pace around $10,000. -God of Vengeance," Apollo (Ith week). Pinal week for foreign adaptation, which is the only of- fering of the season charged afl immoral. Well-attended extnk matinee E^aftter day aided In buai^ ness last week, takings going t9 $9,500. "How Come'?" succeeds: •'icebound," Sam Harris (9th week)« Has been "in between,*' drawinitf fair business, though not In tta« measure expected of it. Rated Ai tine drama, but there is apparently! a difference of opinion. A bit oveiP average last week, when $9,300 was drawn. '•If Winter Comes," C^iety (Id week). Dramatization of best seller opened here, with Cyril Maude starred, coincident witll withdrawal from London. Piece, however, toured provinces aix months. Notices not in accord,: but business first week was strong^ gross being $12,.'»00. ••Irene," Jolson's L9th St. (2d week). Second Broadway engagement of former long-run musical grossed about $8,600. Figured It can re- main a month or more witli cut rating, but closes for season Sat- urday, Jack and Jill," Globe (4th week). Entrance of new players In cast appears to have strengthened at- traction. Its cla.s.s should count In chances of Anderson musical oom- edy, which, while not rated with loaders, is quoted about $20,000 III fit WG^lc "Kiki," Bel'asco (72d we«^k). Ha« entered Into its final month; al- though exact clQaing date has not been settled, house is listed to g9 dark In May. Recent gait ovef $12,000. ••Lady in Ermine," Century (28th week). This attraction and "Caro- line* are best of operetta tries of the season, wlfh the edge going to "Ermine." A little longer; t«ien Century due to go dark. "EJrmlne" beating $12,000 weekly v'ow. ••Lady Butterfly," Astor (12th week). Bu.sine«s naturally lifted last week, with irross reaching $10,000, l>ut that does not bolster attrac- tion's standing among mufricaJfl. Cut rating here. ••Last Warning," Klaw (25th week). All indication.*! areforaccomplicdi- nient of a virtual sea.son's run, with a chance of ♦-liiking Into warm -weather. BMsine."TS last week went upward a bit, th6 grof(8 being about $8,500. "Laughing Lady," T.t.ngacre (9th week). Started off la.st week with a party that use<l up most of ca- pacity. That anfiured partial r«- eovery, although drop of Holy W'eek was not made up. About $9,000. Ought to be good another month, however. "Little Nellie Kelly," J.ilw»rty (22d week). SKtIng pretty and has best chance of all mxisicals of run- ning through summer. Hot de- mand continues both at agencies and box ofRce. L««<r week over $2.3,000. (Continued on page 17)