We pin our hopes to the sporting public. Make no bones about it, we have our eye on those huge concrete pans filled with men and women of every variety of class and physiognomy, the fairest and shrewdest audience in the world. There you will find persons paying high prices and working things out on the basis of a sensible weighing of supply and demand.
The demoralization of our theatre audience springs from the fact that neither theatre nor audience has any idea what is supposed to go on there. When people in sporting establishments buy their tickets they know exactly what is going to take place…
There seems to be nothing to stop the theatre having its own form of sport. If only someone could take those buildings designed for theatrical purposes and treat them as more or less empty spaces for the successful pursuit of sport, then they would be used in a way that might mean something to a contemporary public.
February 6, 1926