Revues enjoyed great success on Broadway from the
World War I years until the
Great Depression, when the stock market crash forced many revues from cavernous Broadway houses into smaller venues. (The shows did, however, continue to infrequently appear in large theatres well into the 1950s.) The high ticket prices of many revues helped ensure audiences distinct from other live popular entertainments during their height of popularity (late 1910s–1940s). In 1914, the
Follies charged $5.00 for an opening night ticket ($130 in 2020 dollars); at that time, many cinema houses charged from $0.10 to 0.25, while low-priced vaudeville seats were $0.15. Among the many popular producers of revues, Florenz Ziegfeld played the greatest role in developing the classical revue through his glorification of a new theatrical "type", "the American girl". Famed for his often bizarre publicity schemes and continual debt, Ziegfeld joined
Earl Carroll,
George White,
John Murray Anderson, and the
Shubert Brothers as the leading producing figure of the American revue's golden age. Revues also had a presence in Germany during the 1930s and 1940s, with films such as "Frau meiner Träume" being made. Revues took advantage of their high revenue stream to lure away performers from other media, often offering exorbitant weekly salaries without the unremitting travel demanded by other entertainments. Performers such as
Eddie Cantor,
Anna Held,
W. C. Fields,
Bert Williams,
Ed Wynn, the
Marx Brothers and the Fairbanks Twins found great success on the revue stage. One of
Cole Porter's early shows was
Raymond Hitchcock's revue
Hitchy-Koo of 1919. Composers or lyricists such as
Richard Rodgers,
Lorenz Hart,
Irving Berlin, and
George M. Cohan also enjoyed a tremendous reception on the part of audiences. Sometimes, an appearance in a revue provided a key early entry into entertainment. Largely due to their centralization in New York City and their adroit use of publicity, revues proved particularly adept at introducing new talents to the American theatre.
Rodgers and Hart, one of the great composer/lyricist teams of the American
musical theatre, followed up their early
Columbia University student revues with the successful
Garrick Gaieties (1925). Comedian
Fanny Brice, following a brief period in
burlesque and amateur variety, bowed to revue audiences in Ziegfeld's
Follies of 1910. Specialist writers and composers of revues have included
Sandy Wilson,
Noël Coward, John Stromberg,
George Gershwin,
Earl Carroll, and the British team
Flanders and Swann. In Britain predominantly,
Tom Arnold also specialized in promoting series of revues and his acts extended to the European continent and South Africa. == Film revues ==