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American ShowmanSamuel "Roxy" Rothafel and the Birth of the Entertainment Industry, 1908-1935$
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Ross Melnick

Print publication date: 2014

Print ISBN-13: 9780231159050

Published to Columbia Scholarship Online: November 2015

DOI: 10.7312/columbia/9780231159050.001.0001

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“It’s the Roxy and I’m Roxy”

“It’s the Roxy and I’m Roxy”

Building the Brand and the Roxy Theatre (1925–1927)

Chapter:
(p.251) 6. “It’s the Roxy and I’m Roxy”
Source:
American Showman
Author(s):

Ross Melnick

Publisher:
Columbia University Press
DOI:10.7312/columbia/9780231159050.003.0007

The Capitol Theatre had been the epicenter of the film-radio movement in the early to mid-1920s and a key catalyst for the film industry's use of broadcasting for the promotion of motion pictures, stars, and theaters. Roxy's latest project, the 5,920-seat Roxy Theatre, was intended to become a new locus of media convergence where film, music, and broadcasting would promote individual films, songs, writers, and stars. This chapter traces the development of the theater (and Roxy's brand name) between 1925 and 1927 in order to understand the many ways in which the Roxy Theatre was not just a movie palace but also a broadcasting and sound recording studio, symphony hall, motion picture theater, and theatrical venue. The theater's unparalleled capabilities and media attention would spur new corporate alliances and competition and later become an integral part of Fox's distribution and exhibition chain.

Keywords:   film exhibitors, Roxy Theatre, media convergence, movie theaters, Fox

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