A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from November 13, 2004
Twofer
In the days just after World War II and before the Times Square TKTS. booth, sagging Broadway shows would offer "two-fers." These are two tickets for the price of one.


5 July 1947, New York Times, pg. 16:
One good indication of this appeared in a theatre that has thrown thousands of two-for-one tickets to the winds. The theatre was half filled - and, happily, not a "twofer" in the house.

30 May 1948, New York Times, pg. X3:
"Twofers" Urged
(...)
I suggest a more widespread use of the two-for-one or "twofer" system of ticket sales. I believe most theatres will find they can more than double their attendance by selling two tickets for the price of one.

22 August 1948, New York Times, pg. X1:
TWO THEATRE TICKETS FOR THE PRICE OF ONE
By MURRAY SCHUMACH

THIS summer may be remembered in the theatre as the big season of the "twofer." The twofer (let's drop the quotation marks) has been used sporadically in other years, but this summer more than half the shows have resorted to it. This device has succeeded in keeping shows alive when box office slashes and cut-rate tickets have failed.

The twofer is a coupon that a theatregoer can pick up for nothing. Presented at a box office of the show indicated on the coupon it enables the customer to buy two tickets for the price of one. The twofer reaches for a large audience than the cut-rate ticket;...

Posted by Barry Popik
Names/Phrases • (0) Comments • Saturday, November 13, 2004 • Permalink