Life, 1929-04-12 · page 30 of 44
Life — April 12, 1929 — page 30: what you’re looking at
What you’re looking at
This is a **service advertisement**, not a cartoon. Life magazine is announcing a new ticket-booking bureau to help readers obtain Broadway theater seats at box-office prices—a direct response to the widespread problem of **ticket scalping** in New York. The social context: Ticket scalpers were parasites who bought up good seats and resold them at inflated prices, a major irritant to theatergoers. Life positions itself as a reformer, partnering with "honest theatrical producers" to eliminate this practice by offering legitimate seats directly. The mechanism includes anti-scalping safeguards: tickets held at box offices until 8 PM on performance night to prevent resale, advance ordering requirements (seven days minimum), and alternative show selections in case demand exceeds supply. This reflects early 20th-century consumer frustrations and Life's role as a magazine advocating for readers' interests against exploitation.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
<7 lifes Ticket Service IFE takes great pleasure in announcing the opening of a special Ticket Service for Lire readers which will enable them to obtain good orchestra seats for New York Attractions at Box-Office Prices. If you are planning a visit to New York, or if you live in New York, we hope you will find this service not only a money-saver but a convenience. Lire, with the co-opera- tion of honest theatrical producers, hopes to wipe out that parasite of the New York theatre—the ticket scalper. Many sincere efforts have been made to remove this stigma, and all have fatled—but while there's Lire there’s hope! Lire has also opened a General Information Bureau. If you are in New York and want to know where the new Movies are playing, or desire information regarding Thea- tres, Restaurants or Supper Clubs, call Plaza 9842 before 5 P.M. Calls on Saturday must be made before noon. Hiow to Wse Life’s Ticket Service First tickets available April 19th For theatres and other attractions reserving LIFE seats, see Confidential Guide on Page 26. Seats are available only for those attractions indicated by stars and at prices noted. These are box-office prices of orchestra seats. All orders for tickets must reach LIFE’S office at least seven days before the date of the performance. vance. EnSRtnaimenanae tetera or eee Purchase Order Hife’s Hicket Service 598 Madison Ave. New York City Dear Life: I want seats for the following: Name of Show No. Seats Date of Performance Alternate Shows Check for $ .. enclosed herewith. r Orders for theatre parties of over four must be received two weeks in ad- Check for the exact amount must be attached to each PURCHASE ORDER. Receipt will be sent to purchaser by return mail. This must be presented at the box office on the evening of the performance. ee IN ORDER TO KEEP TICKETS OUT OF THE HANDS OF TICKET SCALPERS SEATS WILL BE HELD AT THE BOX OFFICE AND WILL NOT BE RELEASED UNTIL AFTER EIGHT O'CLOCK ON THE NIGHT OF THE PERFORMANCE. In selecting attractions, purchasers are asked to send two alternative choices of shows with each selection, in case Lire’s quota of seats for that performance is exhausted. Remittance will have to cover the cost of the highest priced seats asked for. Any excess amount will be refunded. Lire will be glad to make appropriate selec- tions for purchasers if they will indicate with order the type of show preferred and remit amount to cover top prices. Any excess amount will be refunded by return mail. see NO ORDERS FOR SEATS WILL BE TAKEN OVER THE TELEPHONE. eee This service is not offered in connection with matinee seats, which are ordinarily available at box offices. comicbooks.com