To which rhetorical questions, the answer in each case, as it happens,
is "No." The blush is not, of course, a bad sign in the box-office. But
the chuckle of recognition is a better one. So is the glow of sentiment.
So is the tear of sympathy. The smutty and the scandalous have a smaller
and less active market than homely humor, for instance, or melodramatic
excitement or pretty sentiment. When "Aphrodite" was brought here from
Paris, it was, for various reasons, impossible to recapture for the
translated dramatization the flavor of abnormal eroticism which lent the
book a certain phosphorescent glow at home. So its producers relied
on lots and lots of nudity to give it réclame here. At this the Hearst
papers did some rather pointed blushing and the next morning, there
was a grand scrimmage at the box-office and seats were hawked about for
grotesque prices. Whereupon the Comment Cynical could be heard on all
sides. But when at the end of the season or so later, "Aphrodite" was
withdrawn with a shortage of a hundred and ninety thousand dollars or
so on its books, the Cynics were too engrossed with some other play to
mention the fact. To be sure that shortage was more than made up next
season on the road, but it ought to be mentioned that "Aphrodite" knew
the indignity of many and many an empty row in New York.
The great fortunes, as a matter of fact, are made with plays like "Peg
o' My Heart" and "The First Year," both as pure as the driven snow. It
is true that Avery Hopwood has grown rich on his royalties. But not so
rich as Winchell Smith, who has dealt exclusively with sweetness and
light. Also those who laugh most caustically over the Hopwood estate
usually find it convenient to ignore the fact that the greatest single
contribution to it has been made by "The Bat," at which Dr. Straton
might conceivably faint from excitement but at which he would have to
work pretty hard to do any blushing.
So much for the familiar catch-words and their validity. A little
discouraged by the fatuity of all lay discussion, our playwright may be
pictured as retreating to the clubrooms of the American Dramatists
and there finding his fellow-craftsmen all busy as bees on scenarios
overflowing with not particularly original sin. They are turning them
out hurriedly with an "After-me-the-deluge" gleam in their haunted eyes.
Some such despairing courtship of disaster may be needed to explain the
jostling procession of harlots which marked the American Drama in the
season of 1921-1922. An unprecedentedly large percentage of the heroines
had either just been ruined (or were just about to be ruined) as the
first curtain rose. Also the plays wallowed in a defiant squalor of
language which, five years before, would have called out the reserves.
Public-domain text, read in full here on John Shaqi.
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