 To realize his dream, Lubin brought in the successful and innovative theater operator Samuel L. Rothafel, aka "Roxy", to bring it to fruition, enticing him with a large salary, percentage of the profits, stock options and offering to name the theatre after him.It was intended to be the first of six planned Roxy Theatres in the New York area.Roxy determined to make his theater the summit of his career and in it realize all of his theatrical design and production ideas.