Samuel "Roxy" Rothafel and the Birth of the Entertainment Industry, 1908-1935
Samuel "Roxy" Rothafel (1882-1936) built an influential and prolific career as film exhibitor, stage producer, radio broadcaster, musical arranger, theater manager, war propagandist, and international celebrity. 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 moviegoing become the dominant form of mass entertainment between the world wars.
The first book devoted to Rothafel's multifaceted career, American Showman examines his role as the key purveyor of a new film exhibition aesthetic that appropriated legitimate theater, opera, ballet, and classical music to attract multi-class audiences. Roxy scored motion pictures, produced enormous stage shows, managed many of New York's most important movie houses, directed and/or edited propaganda films for the American war effort, produced short and feature-length films, exhibited foreign, documentary, independent, and avant-garde motion pictures, and expanded the conception of mainstream, commercial cinema. He was also one of the chief creators of the radio variety program, pioneering radio broadcasting, promotions, and tours.
The producers and promoters of distinct themes and styles, showmen like Roxy profoundly remade the moviegoing experience, turning the deluxe motion picture theater into a venue for exhibiting and producing live and recorded entertainment. Roxy's interest in media convergence also reflects a larger moment in which the entertainment industry began to create brands and franchises, exploit them through content release "events," and give rise to feature films, soundtracks, broadcasts, live performances, and related consumer products. Regularly cited as one of the twelve most important figures in the film and radio industries, Roxy was instrumental to the development of film exhibition and commercial broadcasting, musical accompaniment, and a new, convergent entertainment industry.
[An] eye-poppingly informative new book.... To paraphrase Frank Loesser's 'Guys and Dolls,' with the publication of American Showman, the question 'What's playing at the Roxy?' can now be answered: 'First-rate cultural history.'
[ American Showman] provides valuable insight into Roxy's dynamic contemporary moment--one characterized by world military strife, economic downturn, and a blossoming of technological innovation.
[An] exhaustive biography.
Dr. Melnick skillfully captures the substance and durability of Rothafel's prolific life.New York Times
A penetrating, exhaustive contextualized study of Roxy's crucial role in every aspect of the early film industry...highly recommended.
American Showman is a fascinating, passionate, and definitive biography of Samuel 'Roxy' Rothafel.... Melnick unveils aspects of Rothafel's career that change our understanding of American film history from the late 1910s to the early 1930s.
For anyone interested in the historical transition from the Nickelodeon era to the classical Hollywood cinema, Ross Melnick's American Showman is a must read.
An impeccably researched and definitive study of Samuel 'Roxy' Rothafel
Bernard F. Dick
Roxy?'s extraordinary life, as Melnick illustrates, serves as a powerful lens through which to examine a dynamic age of cultural change in American life.
Anyone who cares about the development of film exhibition in the early 20th century should consider it essential reading... even a casual film buff will find much to enjoy... the book is well written and not overly burdened with jargon.
With so many greatly exaggerated reports of the death of cinema abroad, what a pleasure to read Ross Melnick's scrupulously researched, exhaustive biography of movie-palace impresario Samuel 'Roxy' Rothafel -- a biography that doubles as a cultural history, looking to a moment when the movies were the upstarts, making vaudeville and live theatre quake in their boots.
List of Illustrations
Part 1. Roxy and Silent Film Exhibition
1. A New Art for a New Art Form (1908--1913)
2. Broadway Melody (1913--1917)
3. The Movie House as Recruiting Center (1917--1918)
4. "The Man Who Gave the Movies a College Education" (1919--1922)
Part 2. Roxy and the Emergence of Convergence
5. A Capitol Idea (1922--1925)
6. "It's the Roxy and I'm Roxy" (1925--1927)
7. It's All Playing in Sheboygan (1928--1931)
8. The Prologue Is Past (1931--1936)
2013 "Book of the Year" Award from the Theatre Historical Society of America