This chapter considers the business practices at Drury Lane Theatre that had a discernable impact upon David Garrick’s media representation and celebrity. The discussion begins with a look at the division of managerial labour at Drury Lane, before considering in-house communications and Garrick’s prompts to change, as discernable in the diaries kept by the theatre’s prompters, Cross and Hopkins. It examines Garrick’s secret newspaper column, The Prompter Before the Curtain!, which depends upon his assumption of the prompter’s persona. It concludes by examining theatrical competition, considering the Battle of the Romeos in a case study concerning the effects of dramatized competition on celebrity.