IN THE NEW YORK THEATRICAL WHIRLPOOL
W hen Charles Frohman went to the Madison Square Theater in 1881 the three Frohman brothers were literally installed for the first time under the same managerial roof. From this hour on the affairs of Charles were bound up in large theatrical conduct.
Since the Madison Square Theater thus becomes the background of his real activities, the shell out of which he emerged as a full-fledged manager, the institution, and its significance in dramatic history, are well worth recording here.
The little Madison Square Theater, located back of the old Fifth Avenue Hotel, on Twenty-fourth Street near Broadway, was established at a time when a new force was hovering over the New York stage. This playhouse, destined to figure so prominently in the fortunes of all the Frohmans, and especially Charles, grew out of the somewhat radical convictions of Steele Mackaye, one of the most brilliant and erratic characters of his time. He was actor, lecturer, and playwright, and he taught the art of acting on lines laid down by Delsarte. Dr. George Mallory, editor of The Churchman, became interested in his views and regarded Mackaye as a man with a distinct mission. He induced his brother, Marshall Mallory, to build the Madison Square Theater.
Steele Mackaye was the first director, and, with the active co-operation of the Mallorys, launched its career. Dr. Mallory believed that the drama needed reform; that the way to reform it was to play reformed drama. So the place was dedicated to healthy plays. "A wholesome place for wholesome amusement" became the slogan. Contracts for plays were made only with American authors. Here were produced the earlier triumphs of Steele Mackaye, Bronson Howard, William Gillette, H. H. Boyessen, and Mrs. Frances Hodgson Burnett. In this house, in "May Blossom," De Wolf Hopper first appeared in a stock company, afterward going into musical comedy. Among the actors seen on its boards during the Frohman régime were Agnes Booth, Viola Allen, Effie Ellsler, Georgia Cayvan, Mrs. Whiffen, Marie Burroughs, Annie Russell, George Clarke, Jeffreys Lewis, C. W. Couldock, Thomas Whiffen, Dominick Murray, and Eben Plympton. Rose Coghlan was also a member of the company, but had no opportunity of playing.
The house had certain unique and attractive qualities. It had been charmingly decorated by Louis C. Tiffany, and one of its principal features was a double stage, which enabled the scenery for one act to be set while another was being played before the audience. Thus long waits were avoided.
The name of Frohman was associated with this theater from the very start, because its first manager was Daniel Frohman. It opened in February, 1880, with Steele Mackaye's play "Hazel Kirke," which was an instantaneous success. The little theater, with its novel stage, intimate atmosphere, admirable company, and a policy that was definite and original, became one of the most popular in America. "Hazel Kirke" ran four hundred and eighty-six nights in New York City without interruption, which was a record run up to that time. In the original cast were Effie Ellsler, Eben Plympton, Mr. and Mrs. Whiffen, and Charles W. Couldock.
The Madison Square Theater was also an important factor in New York dramatic life and began to rival the prestige of the Wallack, Palmer, and Daly institutions. Its fame, due to the record-breaking "Hazel Kirke" success, became nation-wide.
Now began an activity under its auspices that established a whole new era in the conduct of the theater. It was the dawn of a "big business" development that sent the Madison Square successes throughout the country, and Charles Frohman was one of its sponsors.
Gustave Frohman had been engaged as director of the traveling companies. He engaged Charles as an associate. The work of the Frohmans was carefully mapped out. It was Daniel's business to select the casts, organize and rehearse the companies in New York; Gustave took general charge of the road equipment; while Charles arranged and booked the road tours.