This book is devoted to the multifaceted career of Samuel “Roxy” Rothafel (1882–1936), who is regularly cited as one of the twelve most important figures in the history of film and radio. It examines his role as the key purveyor of a new film exhibition aesthetic that appropriated legitimate theatre, opera, ballet, and classical music to attract multi-class audiences. It details how Roxy built an influential and prolific career as a film exhibitor, stage producer, radio broadcaster, musical arranger, theatre manager, war propagandist, and international celebrity. It relates key aspects of his ... More

This book is devoted to the multifaceted career of Samuel “Roxy” Rothafel (1882–1936), who is regularly cited as one of the twelve most important figures in the history of film and radio. It examines his role as the key purveyor of a new film exhibition aesthetic that appropriated legitimate theatre, opera, ballet, and classical music to attract multi-class audiences. It details how Roxy built an influential and prolific career as a film exhibitor, stage producer, radio broadcaster, musical arranger, theatre manager, war propagandist, and international celebrity. It relates key aspects of his career: how he helped engineer the integration of film, music, and live performance in silent film exhibition; scored early Fox Movietone films such as Sunrise (1927); pioneered the convergence of film, broadcasting, and music publishing and recording in the 1920s; and helped movies and movie going become the dominant form of mass entertainment between the world wars. The book highlights how showmen like Roxy profoundly remade the movie-going experience, turning the deluxe motion picture theatre into a venue for exhibiting and producing live and recorded entertainment. It explains how Roxy's interest in media convergence also reflected a larger movement in which the entertainment industry began to create brands and franchises and exploit them through content release “events”.