"But that isn't what makes success. . . . If you could do it with advertising every producer in New York'd be a millionaire," burst in Goldweiser. "It's the mysterious occult force that grips the crowds on the street and makes them turn in at a particular theater that makes the receipts go up at a particular boxoffice, do you understand me? Advertising wont do it, good criticism wont do it, maybe it's genius maybe it's luck but if you can give the public what it wants at that time and at that place you have a hit. Now that's what Elaine gave us in this last show. . . . She established contact with the audience. It might have been the greatest play in the world acted by the greatest actors in the world and fallen a flat failure. . . . And I dont know how you do it, nobody dont know how you
