Cash Register

To Broadway blithe May brings only the kiss of death. This year, however, May tripped into Manhattan carrying in her arms a lusty infant World's Fair from Flushing, Long Island, a babe supposed to bring luck to Broadway. All it has brought so far is one of the worst theatrical slumps in years, perhaps because the curious are visiting the Fair instead of the theatre.

But financially, 1938-39 was a cut above 1937-38. Like last season, about 50% of its 90-odd plays were out-&-out flops. But compared to last season's 19, 24 plays ran (or will run for the Fair) over 100 performances.

Biggest moneymaker: the Shuberts' and Olsen & Johnson's production of Hellzapoppin. Most costly flop: Dwight Wiman's production of Great Lady. Most gored theme: antifascism, which begot four failures. Up the ladder: The Group Theatre, which produced Clifford Odets' intense Rocket to the Moon, revived his brilliant Awake and Sing, presented William Saroyan's over-rated but original My Heart's in the Highlands. Down the chute: Orson Welles's Mercury Theatre which, after its sensational doings last season, collapsed on Broadway with the anemic Danton's Death, on tour with the acrobatic Five Kings.

As last season, Hollywood had no production finger in any important Broadway pie. But unlike last season, it paid some fancy prices for hits. Abe Lincoln in Illinois was sold to Max Gordon Plays & Pictures Co. Inc. on a cash and royalty basis that may come to over $300,000, set a record. The American Way was sold to Gordon for $250,000. Setting a precedent, The Philadelphia Story was sold to Katharine Hepburn (its star) before it ever opened on Broadway.

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