Life, 1929-04-19 · page 50 of 52
Life — April 19, 1929 — page 50: what you’re looking at
What you’re looking at
This page is an advertisement for a new service Life magazine is launching: a theatrical ticket broker for New York attractions. Rather than being satirical commentary, it's a genuine service announcement aimed at readers. The key innovation was combating **ticket scalpers**—middlemen who bought up tickets and resold them at inflated prices, a widespread problem in early 20th-century theater. Life partnered with "honest theatrical producers" to sell orchestra seats at box-office prices directly to readers, bypassing scalpers entirely. The service included practical features: a General Information Bureau for theater/restaurant recommendations, mail-order ticket purchasing with advance payment, and deliberately delayed ticket release (8 P.M. on performance night) to prevent scalpers from obtaining seats early. Orders required seven days' notice and alternative show choices in case performances sold out. This reflects a real social frustration—theater accessibility being controlled by profiteers—which Life positioned itself as helping solve through direct consumer access.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
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 failed—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 Hicket Service First tickets available April 19th For theatres and other attractions reserving LIFE seats, see Confidential Guide on Page 30. 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. Orders for theatre parties of over four must be received two weeks in ad- vance. Check for the exact amount must be attached to each PURCHASE ORDER. Purchase Order Hife’s Hicket Service 598 Madison Ave. New York City Receipt will be sent to purchaser by return mail. This must be presented at the box office on the evening of the performance. eee 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, Dear Life: I want seats for the following: Name of Show No. Seats Date of Performance eee In selecting attractions, purchasers are asked to send two alternative choices of shows with each selection, in case Live's quota of seats for thit performance is exhausted. Remittance will have to cover the cost of the highest priced seats asked for. Any excess amount will be refunded. Alternate Shows 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. NO ORDERS FOR SEATS WILL BE TAKEN OVER THE TELEPHONE. eee Pea oS epee This service is not offered in connection with matinee seats, which are ordinarily available at box offices. Check for $......... enclosed herewith. De we cee eee cee eee meme wnewnannsneessces ‘Tus Penton Panss Co, CLrveLan® comicbooks.com