The film is set in late 1950s America, a period when television was swiftly taking over radio as the premiere source of entertainment. Enter Lonesome Rhodes, a coarse yet charismatic character who, despite his abrasive nature, quickly captures the hearts of rural audiences. This magnetic allure is discovered by Marcia Jeffries, a small-town radio host, when she stumbles upon Rhodes in a county jail located in the fictional town of Pickett, Arkansas. She promptly secures him a radio show, launching his chaotic journey into the world of broadcasting.
Before long, Rhodes’s talent draws the attention of talent scouts, leading to an appearance on television in Memphis, Tennessee. Here, he meets Mel Miller, a scholarly Vanderbilt alumnus responsible for crafting his on-air scripts. Rhodes's reputation grows as he unabashedly insults his sponsors, particularly the "Luffler Mattress" company. Surprisingly, this reckless behavior boosts their sales, compelling the company to endure the ridicule they initially found offensive—mainly because of the influence of the owner’s wife, a devoted Lonesome Rhodes fan.
An ambitious office employee, portrayed by Anthony Franciosa, manages to secure Rhodes a lucrative contract in New York City, marking his ascent as the national TV spokesperson for Vitajex, a harmless dietary supplement. One of the film’s standout sequences showcases a frenetic montage of Rhodes's exaggerated advertisements, illustrating the American public's naiveté in the face of a cunning charlatan.
In true classical tragedy fashion, Rhodes ultimately succumbs to his insatiable quest for power and is betrayed by Jeffries, who, after nurturing his stardom, can no longer tolerate his open disdain for their audience. During the climax of a "Cracker Barrel" broadcast, Rhodes can be seen smiling and waving at the camera, all the while hurling insults off-air, calling viewers "idiots" and "morons." Realizing her role in crafting the monster, Jeffries retaliates by broadcasting his scornful remarks live, igniting a storm of outrage from betrayed fans, which floods the network with furious calls.
In a poignant visual metaphor, as audience approval rapidly declines, an oblivious Rhodes descends in an elevator, unaware of his diminishing popularity. The film culminates in chaos at Rhodes's penthouse, where Jeffries confesses her role in his downfall, and Walter Matthau ominously predicts his future—a return to the airwaves, though far less glamorous than before. There’s also a fleeting moment featuring an uncredited Rip Torn as "Barry Mills," symbolizing the next potential Lonesome Rhodes waiting in the wings.
In interviews for the 2006 DVD release and the consequential documentary, Andy Griffith, Patricia Neal, and Anthony Franciosa express immense pride in their contributions to this remarkable film, while Schulberg delves into its deeper origins.
