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the brilliant finale to a perfect evening
[[image of couple]]
[[image of liqueur]]
84 proof imported
by Palmer & Lord LTD.. Syosset. N.Y.
SAMBUCA
ROMANA
Rome's DOLCE VITA Liqueur

PLAYBILL November 1975
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ARTHUR T. BIRSH-publisher
JOAN ALLEMAN RUBIN-editor-in-chief
CYNTHIA CARTY-program coordinator
LEO LERMAN-senior editor
WALTER WATTER-associate editor
THOMAS A. STEINFELD-national sales director
L. ROBERT CHARLES-general sales director
ELAINE KLEIN-director of special sales
RUSSELL CANNIZZARO- comptroller
MIMI HOROWITZ-publication coordinator
MARY F. SEATON- assistant to publisher
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PLAYBILL is published monthly in New York, Boston and Philadelphia. New York edition is published by American Theatre Press, Inc. 151 E. 50th St., N Y., N. Y. 10022 212-751-9550. Pres & Treas.: Arthur T. Birsh; Vice-Pres.: Steven J. Kumble; Sec.: Mary F. Seaton. Printed in U.S.A. Copyright Ⓒ American Theatre Press, Inc. 1975. All rights reserved.
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commercial campaign with a $100,000 price tag. Now the show is turning a healthy profit, advances "have been building incredibly" and the musical that some people thought might not survive the summer doldrums is about to enter its second year at the Alvin Theatre.

"The catalyst," says Rose, "was the commercials. Because of the nature of the medium you reach people you don't reach in The New York Times. I think it's been a mistake to depend on The Times. People forget that the difference between a hit and a flop is only a few hundred seats. We don't have to get that many more people in. If you reach six or seven million, you can count on getting three or four hundred more, assuming you have a good commercial. We've found new audiences. We're bringing people to the theatre who aren't theatregoers."

Grease and The Wiz, two musicals with very different circumstances governing their need for television exposure, have had similar success with commercials. Three years after its opening, Grease suffered a woe common to most long-running shows-- a fall-off in attendance. To boost the box office, Grease gave method to its madness, taking to the air with an energetic minute of bobby-soxed, leather-jacketed rock-and-rolling. Almost immediately there was a $20,000 to $30,000 upswing in business. Greaseomania was back and the show was again as popular as the nostalgia it celebrates.

The situation of The Wiz was another matter. It got off to a less than dramatic start, with a first-week intake of roughly


Other airlines decide what you'll see on their London show tours. 
On ours you decide for yourself.

Now you won't get stuck with tickets to London shows you don't want to see.

Because on Pan Am's London Showtime Tours, you'll do your own selecting. From a list almost as long as The London Times Entertainment guide. (We'll send it to you with your airline ticket).

In some instances you'll make your selections and receive your tickets before you even leave home.

The number of tickets you get depends on which of our show tours you take: our One-Weeker in London
(that includes 3 or 4 theater tickets), Two-Weeker in London (5 tickets), One-Weeker in London and Paris (2 tickets), Two-Weeker in London and Paris (3 tickets).

And in Paris we add an evening at the "Casino de Paris."

Our show tours start as low as $402 from New York, with accommodations at the first class Cunard International Hotel. Or you can spend a little more and have a choice among three other London hotels. Including the Grosvenor House in our deluxe category.

Besides hotel accommodations (always with private bath) our tours include transportation between airports and hotels, a continental breakfast daily, half-day sightseeing tours, a discount dining plan which can save you up to 50% on meals when two people dine together, shopping and restaurant guides.

And, something no other show tour offers, the use of a car for 3 days. (3 days in each city if you're going to both.) And all you pay for is gas, mileage, tax and optional collision insurance. 

For an extra $7 you can even spend an extra night in London. By traveling on our 10:00 a.m. day flight from New York.

Ask your travel agent to tell you more about our London Showtime Tours, PAH 006.

We're convinced it means curtains for all the others.

[[image of logo]]PAN AM ®
The Spirit of '75.

The tours are based on round trip GIT economy air fare for groups of 10 or more on selected departure dates. We help you join a group. If a group is not formed we try to arrange an alternate date. Tickets must be purchased at least 15 days in advance. Hotels are based on double occupancy. U.S. departure tax is included. Tours begin November 1, 1975. Prices advertised are valid December, 1975 through January, 1976. Prices slightly higher in November, 1975 and February through April, 1976.