Life, 1929-04-26 · page 26 of 36
Life — April 26, 1929 — page 26: what you’re looking at
What you’re looking at
This page is not a cartoon but a service announcement and order form. Life magazine is advertising a new ticket-selling service designed to combat **ticket scalping**—the practice of reselling theater tickets at inflated prices above box-office rates. The service's stated purpose was to provide New York theater seats at legitimate box-office prices, positioning Life as an honest intermediary against "that parasite of the New York theatre—the ticket scalper." Anti-scalping measures included holding tickets at the box office until 8 PM on performance night to prevent resale. This reflects early 20th-century concerns about theatrical ticket fraud. The ad emphasizes the service as both a "money-saver" and convenience for Life readers planning New York visits. The accompanying purchase order form allowed readers to request seats for multiple shows with alternate choices, requiring checks sent to Life's Madison Avenue office.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
lifes ; Ticket Service [ Good Orchestra Seats at Box Office Prices ] 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 For theatres and other attractions reserving LIFE seats, see Confidential Guide on Page 23. 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. Receipt will be sent to purchaser by return mail. cover the cost of the highest priced seats asked for. This must be presented at the box office on the Anv excess amount will be refunded. evening of the performance. eee e 2 © Lire will be glad to make appropriate seiections IN ORDER TO KEEP TICKETS OUT OF for purchasers if they will indicate with order the THE HANDS OF TICKET SCALPERS SEATS type of show preferred and remit amount to cover WILL BE HELD AT THE BOX OFFICE AND top prices. Any excess amount will be refunded by WILL NOT BE RELEASED UNTIL AFTER return mail. EIGHT O'CLOCK ON THE NIGHT OF THE eee PERFORMANCE. NO ORDERS FOR SEATS WILL BE TAKEN eee OVER THE TELEPHONE. In selecting attractions, purchasers are asked to 2 © send two alternative choices of shows with cach This service is not offered in connection with selection, in case Lire’s quota of seats for that per- matinee seats, which are ordinarily available at box formance is exhausted. Remittance will have to offices. sstatedateatatenteteeseentereterentateatetatenta ated tectabr teen -obrtatetetatetatat tetera Purchase Order Hife’s Hicket Service 598 Madison Ave., New York City Dear Life: 1 want seats for the following: Name of Show No. Seats Date Name of Show No. Seats Alternates Alternates ‘ Check for $-- enclosed herewith. s Le cee eee meee ew eers oe ee meee Sw ese ee mew eee a ewes sescmessemscsed comicbooks.com