The Apollo Theatre
The Theatre Itself
The Apollo was a Neo classic theater that was designed by Goerge Keister. It was first owned by Sidney Cohen. African Americans Weren't allowed in all white theaters so many people protested and Cohen eventually gave in and closed. But, she later reopened as the 125th Street Apollo Theatre in 1934 with Morris Sussman as the manager. They together redirected the marketing to the attention of the growing African American community in Harlem. They stayed open until they later died, and Frank Schiffman and Leo Brecher took over in 1935, but began operating in the early 1970s. They reopened briefly under new management, then closed again in 1979. In 1981, Percy Sutton purchased it. He already had many other jobs and companies. He was a lawyer, politician, media and technology executive, and a private investor. Because of these other companies and jobs, the theater had a recording and television studio. Under his operation, The Apollo Theater became very famous and recieved the State and City Landmark status. In 1991, the Apollo Theater Foundation Inc. was established. It became a private, non-profit organization to manage, fund, and oversee programming for the Apollo.
I told them the rules: “If you like the performer, cheer. You know how to cheer, don’t you?” And the audience let out a roar that rattled windows all over Harlem.”
- Ralph Cooper, “Amateur Night at the Apollo”
Amateur Night
Ralph Cooper started Harlem Amateur Hour in April 1933 at Frank Schiffman's Lafayette Theater. He started Wednesday Amateur Hour at Sidney Cohen and Morris Sussman's 125th Street Apollo Theatre in 1934. Amateur Night in Harlem, Cooper's radio shows, were broadcasted live from the Apollo over WMCA. They carried on a "national network of 21 stations. This allowed for many young, talented performers at the showcase, such as Ella Fitzgerald. The 75th Anniversary in 2009 served as the model for Star Search and American Idol. The winner of the competition was called the "Super Top Dog." The show depends on the contribution of the audience. Their reactions help to better the contestant's "star performance." This became a launch pad for some of the nation's greatest artists and entertainers.
Importance
The Apollo Theatre was very important to the history of African Americans. It was one of the first theaters to allow African Americans. The theater started off the careers of people such as Ella Fitzgerald. She won the first showcase at the Apollo. After realizing her fame and accomplishment, they decided to keep going with the contests, gaining millions of listeners in the U.S.