The same degree of skill that is required in other theatrical advertising is required of the man who conducts a stock company. Various odd schemes have been tried with effect, the best seeming to be that of giving things away. There are now various theaters at which food and drink is served between acts, generally eliciting real evidences of appreciation. Personally, I cannot see how a bad performance of "Too Much Johnson" with ice cream would be more endurable than the same performance without, but apparently this failure on my part indicates a unique state of mind. Receptions on the stage, at which the public meets the players, have proved an attraction, and they have the additional merit of helping to establish the necessary _entente cordiale_. The distribution of actors' photographs, the inauguration of guessing and voting contests, and similar features, keep alert the brain of the man at the helm of the small town "stock."
[Illustration: "_Evening up matters on his books_"]
To the most casual reader even this very casual article must have made apparent the disadvantages of the average resident aggregation. First among these, perhaps, is the impossibility of producing new plays under a system which requires the presentation of fresh material so frequently. A new play cannot possibly be rehearsed in a week. This is a misfortune to the company, which must develop its best talent in unhackneyed vehicles; a misfortune to the public, which must tire of seeing second-handed comedies and tragedies; and most of all a misfortune to the inner circle of theatrical folk, to whom the stock organization should offer unrivalled opportunities for the quick and inexpensive testing of untried manuscripts.
Since new plays are not within the range of these organizations, it seems a pity that they cannot be allowed more leisurely preparation of the old. Performances never can be good, much less artistic, while they are made ready as rapidly as is necessary at present. Neither can they be good so long as a certain small body of people must divide among them whatever parts offer, regardless of equipment or natural tendencies. Because Minnie Jones is suited to the _ingenue_ role in this week's farce it does not follow that she will be ideal in the _ingenue_ role of the tragedy done next week.