Life, 1929-05-03 · page 30 of 44
Life — May 3, 1929 — page 30: what you’re looking at
What you’re looking at
This page advertises Life magazine's anti-scalping ticket service for New York theater—a practical consumer service rather than satire. The social context: ticket scalping was a widespread problem in 1920s Broadway, with middlemen buying orchestra seats and reselling them at inflated prices. Life positioned itself as a public-spirited alternative, offering readers box-office prices for good seats through their General Information Bureau (phone: Plaza 9842). The service included safeguards against scalpers: tickets were held at box offices until 8 PM on performance nights, preventing advance resale. Customers submitted purchase orders with payment and alternate show choices, with two-week advance notice required for large parties. This reflects early 20th-century consumer activism—using magazine reach to combat perceived market exploitation. The tone is earnest reform, not satirical.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
Ticket Service [ Geoa 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 hopel 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 B rer theatres and other attractions reserving LIFE seats, see Confidential Guide on age 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. 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. 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. 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 per- formance is exhausted. Remittance will have to cover the cost of the highest priced seats asked for. Any excess amount will be refunded. eee Lire will be glad to make appropriate selections 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. eee 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. 598 Purchase Order New York ! Madison Ave. f iffe°’s Hicket Service City Dear Life: I want seats for the following: Name of Show No. Seats Date Name of Show No. Stats Alternates Alternates enclosed herewith. som meee eee ewnn case snscesnsseemoced Check for $ a ee ee cs es ae eo ee on ese ee oe os en me om comicbooks.com