Charles Frohman: Manager and ManMarcosson, Isaac Frederick
General
Charles Frohman: Manager and Man
Marcosson, Isaac Frederick
Frohman, Charles, 1860-1915; Theater -- United States
In his joke Charles was usually aided and abetted by Johnnie Rice, one
of the many famous minstrels of that name. Rice could never resist the
temptation to stroke long whiskers. Whenever the house was unusually big
Charles took Rice out of the company for the first part and got him to
assist him with the ticket-taking. Any spectator with a long facial
hirsute growth was sure to have it caressed to the accompaniment of
"Ticket, please."
Sometimes the men in the company, knowing of Rice's eccentricity, often
watched the gallery for such a performance, and it invariably made them
laugh. Once while the Mastodons were playing an engagement at the
Olympic in St. Louis they were surprised to find Rice sitting in a front
orchestra seat, wearing a long pair of Dundreary whiskers. He looked so
solemn that every one on the stage burst into laughter. It almost broke
up the performance. Charles had provided the whiskers.
* * *
It was on this minstrel tour that Charles Frohman gave the first real
expression to his talents for publicity. Everything about a minstrel
company was showy and flashy. So Charles originated a unique idea of
establishing a reputation for solvency. He bought a small iron safe
about three feet high. On it were painted in large gilt letters,
"Treasurer, Haverly's Mastodon Minstrels."
In reality there was very little need for this safe, because "Jack"
Haverly's constant and insistent demands for cash kept the company
coffers stripped of surplus.
Charles saw in this safe a spectacular means of advertising. It was put
conspicuously on the top of the first load of baggage that went to the
hotel. He always engaged at least four men to unload it from the truck.
It was then placed in a conspicuous position in the hotel lobby and
invariably drew a comment like this:
"Gee whiz! That Haverly show has got so much money that it is carrying a
safe to hold it."
This was precisely the response that Charles desired. No sooner was the
safe unloaded in the lobby than Charles approached it with great
ceremony, holding a bunch of one-dollar bills in his hand. This
immediately attracted a crowd. With an admiring gallery, he would stow
away the money. Just as soon as the crowd dispersed he would be back on
the job removing this "prop" capital to where it was needed.
He was always alert to publicity possibilities. Among other things he
organized a drum corps composed of volunteers who were only too glad to
serve him. He inspired this corps to such proficiency that its marching
and counter-marching became a feature of the parades. By diverting the
drum corps to one part of the town and the parade to another, having
them unite later on, he was able to attract two big street crowds and
then bring them together at a common point.
Public-domain text, read in full here on John Shaqi.
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