Mae West, circa 1910. A play written by and starring Mae West called SEX, that had been written under the name “Jane Mast” opened in New York in 1926 at John Cort’s Daly’s Theatre and was a sensation. Tickets sold for the extraordinary price of $10.00 a seat when the top priced ticket in the 1926-27 season was $2.80. The play was making $10,000 a week. But no newspaper, including THE NEW YORK TIMES, would carry an ad for it; the word ‘sex” was taboo unless it was used to refer to “the opposite sex” or “the fair sex”. Out of desperation to get the word around, ads were placed on top of taxi cabs that read: “HEATED-Mae West in SEX-Daly’s 63rd Street Theatre”.