Roxy and the Deluxe Theater Movement (1913–1917)
This chapter discusses Roxy's career from 1913–1917. Roxy returned to New York in 1913 after his company secured a five-year lease of the Regent Theatre in Harlem. After signing the lease, Roxy quickly began revamping the theater's decor and services; he also lowered admission prices in order to attract a full house. Roxy believed that motion picture exhibition was a volume business, and he had always preferred to have more patrons paying less than fewer patrons paying more. By the end of the year, the Regent had become an industry phenomenon and the most popular motion picture-only theater in the city. Roxy's success with the Regent led to other projects including The Strand theater, Rialto Theatre, and Knickerboker Theater in New York City and the Circle Theatre in Indianapolis, Indiana. By 1917, Roxy began planning the construction, design, and operation of his new and even more opulent movie house, the Rivoli.
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