Charles Frohman: Manager and ManMarcosson, Isaac Frederick
General
Charles Frohman: Manager and Man
Marcosson, Isaac Frederick
Frohman, Charles, 1860-1915; Theater -- United States
The first Frohman offices were at 1215 Broadway, in the same building
that housed Daly's Theater. In two small rooms on the second floor
Charles Frohman laid the corner-stone of what in later years became a
chain of offices and interests that reached wherever the English
language was spoken on the stage. The interesting contrast here was that
while Augustin Daly, then in the heyday of his great success, was
creating theatrical history on the stage below him, Charles Frohman was
beginning his real managerial career up-stairs.
Frohman's first associate was W. W. Randall, a San Francisco newspaper
man whom he had met in the Haverly's Minstrel days, in the mean time
manager of "The Private Secretary" and several of the Madison Square
companies on the road. He was alert and aggressive and knew the
technique of the theatrical business.
Charles Frohman's policy was always pretentious, so he set up two
distinct firms. One was the "Randall's Theatrical Bureau, Charles
Frohman and W. W. Randall, Managers," which was under Randall's
direction and which booked attractions for theaters throughout the
country on a fee basis. The other was called "Frohman & Randall, General
Theatrical Managers." Its function was to produce plays and was directly
under Charles's supervision. The two firm names were emblazoned on the
door and business was started. Their first employee was Julius Cahn.
These offices have an historic interest aside from the fact that they
were the first to be occupied by Charles Frohman. Out of them grew
really the whole modern system of booking attractions. Up to that era
theatrical booking methods were different from those of the present
time; there were no great centralized agencies to book attractions for
strings of theaters covering the entire country. Union Square was the
Rialto, the heart and center of the booking business. The out-of-town
manager came there to fill his time for the season. Much of the booking
was done in a haphazard way on the sidewalk, and whole seasons were
booked on the curb, merely noted in pocket note-books. Two methods of
booking were then in vogue: one by the manager of a company who wrote
from New York to the towns for time; the other through an agent of
out-of-town house managers located in New York. It was this latter
system that Frohman and Randall began to develop in a scientific
fashion. Charles's extensive experience on the road and his knowledge of
the theatrical status of the different towns made him a valuable agent.
Frohman and Randall at that time practically had the field to
themselves. Brooks & Dickson, an older firm which included the
well-known Joseph Brooks of later managerial fame, had conducted the
first booking-office of any consequence, but had now retired. H. S.
Taylor had just established on Fourteenth Street Taylor's Theatrical
Exchange, destined to figure in theatrical history as the forerunner of
the Klaw & Erlanger business.
Public-domain text, read in full here on John Shaqi.
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