"You can give your sister Rachel all the pennies that come in at the Wednesday matinee." At this engagement very little was expected in the way of receipts at a midweek matinee.
But Gustave did not reckon with Charles. With an almost uncanny sense of exploitation which afterward enabled him to attract millions of theater-goers, the boy kept the bra.s.s-band playing outside the theater half an hour longer than usual. This drew many children just home from school, and they paid their way in pennies. The receipts, therefore, were unexpectedly large. When sister Rachel came over that day her beaming brother filled her bag with coppers.
The summer of 1874 was a strenuous one for Charles Frohman. By day he worked in _The Graphic_ office, only getting off for the matinees; at night he was in the box-office at Hooley"s in Brooklyn, his smiling face beaming like a moon through the window. He was in his element at last and supremely happy. When the season ended the Callender Minstrels resumed their tour on the road and Charles went back to the routine of _The Graphic_ undisturbed by the thrill of the theater.
He was developing rapidly. Daily he became more efficient. The following year he was put in charge of a branch office established by _The Graphic_ in Philadelphia. Now came his second business contact with the theater. Callender"s Minstrels played an engagement at Wood"s Museum, and Daniel came on ahead to bill the show. Charles immediately offered his services. His advice about the location of favorite "stands" was of great service in getting posters displayed to the best advantage. It was the initial expression of what later amounted to a positive genius in the art of well-directed bill-board posting.
While prowling around Philadelphia in search of amus.e.m.e.nt novelty--a desire that remained with him all his life--Charles encountered a unique form of public entertainment which had considerable vogue. It was Pepper"s "Ghost Show," and was being shown in a small hall in Chestnut Street.
The "Ghost Show" was an illusion. The actors seemed to be on the stage.
In reality, they were under the stage, and their reflection was sent up by refracting mirrors. This enabled them (in the sight of the audience) to appear and disappear in the most extraordinary fashion. People apparently walked through one another, had their heads cut off, were shown with daggers plunged in their b.r.e.a.s.t.s. The whole effect was weird and thrilling.
This show impressed Charles greatly, as the unusual invariably did. It gave him an idea. When Charles Callender joined his minstrel show at Philadelphia, young Frohman went to him with this proposition:
"I believe," he said with great earnestness, "that there is money in the "Ghost Show." The trouble with it now is that it is not being properly advertised. If you will let me have a hundred dollars, I will take charge of it and I think we can make some money out of it. It won"t interfere with my work with _The Graphic_."
Charles, who seldom left anything to chance, had already made an arrangement with the manager of the show to become his advertising agent.
Callender, who liked the boy immensely, readily consented and gave him the required money, thus embarking Charles on his first venture with any sort of capital.
Unfortunately, the show failed. Charles maintained that the Philadelphians lacked imagination, but with his usual optimism he was certain that it would succeed on the road. When he approached Callender again and offered to take it out on the road the minstrel magnate slapped him on the shoulder and said:
"All right, my boy. If you say so, I believe you. You can take the show out and I"ll back you."
Charles counseled with Gustave, who continued as his theatrical monitor.
Eagerly he said:
"I"ve got a great chance. Callender is going to back me on the road with the "Ghost Show.""
"No," said Gustave, firmly, "your time has not come. Wait, as I told you before, until you can go out ahead of a show as agent."
Bitter as was the ordeal, Charles took his brother"s advice, and the "Ghost Show" was abandoned to its fate.
II
EARLY HARDSHIPS ON THE ROAD
The Christmas of 1876 was not a particularly merry one for Charles Frohman. The ardent boy, whose brief experience in Hooley"s box-office had fastened the germ of the theater in his system, chafed at the restraint that kept him at a routine task. But his deliverance was at hand.
Shortly before the close of the old year Gustave quit the Callender Minstrels. With a capital of fifty-seven dollars he remained in Chicago, waiting for something to turn up. One day as he sat in the lobby of the old Sherman House he was accosted by J. H. Wallick, an actor-manager who had just landed in town with a theatrical combination headed by John Dillon, a well-known Western comedian of the time. They were stranded and looking for a backer.
"Will you take charge of the company?" asked Wallick.
"I"ve only got fifty-seven dollars," said Gustave, "but I"ll take a chance."
Between them they raised a little capital and started on a tour of the Middle West that was destined to play a significant part in shaping the career of Charles. In the company besides John Dillon were his wife, Louise Dillon (afterward the ingenue of Daniel Frohman"s Lyceum Company); George W. Stoddart, brother of J. H. Stoddart of A. M.
Palmer"s Company, his wife and his daughter, Polly Stoddart, who married Neil Burgess; John F. Germon; Mrs. E. M. Post, and Wesley Sisson. Their repertory consisted of two well-worn but always amusing plays, "Our Boys" and "Married Life."
Gustave was to remain with the company until they reached Clinton, Iowa.
After that he was to go ahead while Wallick was to remain with the company. When Gustave was about to leave, the company protested. He had won their confidence, and they threatened to strike. What to do with Wallick was the problem.
"Why not make him stage-manager?" suggested Dillon.
"All right," said Gustave, "but who is to go ahead of the show?"
The company was gathered on the stage of the Davis Opera House. Gustave scratched his head. Then he turned quickly on the group of stage folk and said:
"I"ve got some one for you. I"ll wire my brother Charles to come on and be advance-agent."
Thus it came about that from a little Iowa town there flashed back to New York on a memorable morning in January, 1877, the following telegram from Gustave to Charles Frohman:
_Your time has come at last. Am wiring money for ticket to St.
Paul, where you begin as agent for John Dillon. Will meet you 2 A.M. at Winona, where you change cars and where I will instruct._
Charles happened to be at home when this telegram came. It was the first he had ever received. With trembling hands he tore it open, his rosy face broke into a seraphic smile, and the tears came into his eyes. He rushed to his mother, threw his arms around her, and gasped:
"At last I"m in the business!"
He lost no time in starting. With a single grip-sack, which contained his modest wardrobe, the eager boy started on his first railroad journey of any length into the great West. It was the initial step of what, from this time on, was to be a continuous march of ever-widening importance.
Begrimed but radiant, the boy stepped from a day-coach at two o"clock in the morning at Winona. No scene could have been more desolate. Save for the station-master and a solitary brakeman there was only one other person on hand, and that individual was the faithful Gustave, who advanced swiftly through the gloom and greeted his brother enthusiastically.
Charles was all excitement. He had not slept a wink. It was perhaps the longest and most irksome journey he ever took. He was bubbling with the desire to get to work.
The two brothers went to a hotel where Gustave had a room, and there they sat for four hours. It is a picture well worth keeping in mind: the pleased older boy, eager to get his brother started right; the younger lad all ears, and his eyes big with wonder and antic.i.p.ation. There was no thought of food or rest. Gustave was enthusiastic about the company.
He said to his brother:
"Why, Charley, we"ve got real New York actors, and our leading lady, Louise Dillon, has a genuine sealskin coat. That coat will get us out of any town. You"ve got no "Ghost Show" amateurs to handle now, but real actors and actresses."
Then came an announcement that startled the boy, for Gustave continued:
"Your salary is to be twenty-five dollars a week and hotel bills, but you must not spend more than one dollar and a half a day for meals and room."
In this dingy room of an obscure hotel in a country town Charles Frohman got his first instructions in practical theatrical work. Perhaps the most important of this related to bill-posting. In those days it was a tradition in theatrical advertising that whoever did the most effective bill-posting in a town got the audience. Most of the publicity was done with posters. An advance-agent had to be a practical bill-poster himself. To get the most conspicuous sites for bills and to keep those bills up until the attraction played became the chief task of the advance-agent. The provincial bill-posters were fickle and easily swayed. The agent with the most persuasive personality, sometimes with the greatest drinking capacity, won the day.
All this advice, and much more, was poured by Gustave into the willing ears of the youthful Charles. No injunction laid on that keen-eyed boy in the gray dawn of that historic morning back in the "seventies was more significant than these words from his elder brother:
"Your success in handling the bill-poster does not lie through a barroom door. Give him all the pa.s.ses he wants, but never buy him a drink."
That those words sank deeply into Charles Frohman is shown by the fact that he seldom drank liquor. His chief tipple through all the coming crowded years was never stronger than sarsaparilla, soda-water, or lemonade.
The task ahead of Charles would have staggered any but the most dauntless enthusiasm. Among other things, as Gustave discovered, there was no route for the company after St. Paul, which was to be played the following week.
"You must discover new towns and bill them," he said. "Get what printing you want. The printers have been instructed to fill orders from you."