A Face in the Crowd

In the late 1950s, television begins overshadowing radio as the primary entertainment medium in America. Lonesome Rhodes, a rough-hewn and charismatic figure, emerges as a captivating personality who quickly gains the affection of rural listeners.

Marcia Jeffries, a small-town radio host, encounters Rhodes while he is incarcerated in the local county jail. Recognizing his talent, she secures him a radio show that launches his tumultuous foray into the broadcasting world.

Rhodes's charisma and talent catch the eye of talent scouts, propelling him to television in Memphis, Tennessee. There, he collaborates with Mel Miller, a Vanderbilt graduate, who assists in crafting his show scripts.

As Rhodes' fame escalates, he infamously insults his sponsors, particularly the 'Luffler Mattress' company. Surprisingly, this brashness increases the company's sales, as the owner's wife, a devoted fan of Rhodes, influences their tolerance of his jibes.

An ambitious office employee manages to secure Rhodes a prestigious contract in New York City. This opportunity establishes him as the national spokesperson for Vitajex, a dietary supplement, marking a significant milestone in his rising career.

One notable sequence highlights a frenetic montage showcasing Rhodes's over-the-top advertisements for Vitajex. This scene illustrates the American public's unsuspecting gullibility in the face of a manipulative charlatan.

As Rhodes's ambition grows, he becomes increasingly ruthlessly power-hungry. His disdain for the audience, whom he once charmed, becomes evident as he loses touch with the very people who elevated him to stardom.

After a long period nurturing his success, Marcia Jeffries can no longer withstand Rhodes's overt contempt for their audience. This climax occurs during a 'Cracker Barrel' broadcast, where he insults viewers off-air while appearing amiable on camera.

In a dramatic turn, Jeffries broadcasts Rhodes's derogatory comments live, igniting a fury among viewers who feel betrayed. This revelation floods the network with angry calls, leading to widespread outrage against Rhodes.

As public approval plummets, Rhodes remains oblivious to his waning popularity while descending in an elevator. This moment serves as a poignant visual metaphor for his imminent downfall from stardom.

In a chaotic scene at his penthouse, Jeffries confronts Rhodes about her part in his downfall. The tension peaks as Walter Matthau ominously hints at Rhodes's future return to broadcasting, albeit in a far less glamorous capacity.

The film concludes with a fleeting appearance of an uncredited Rip Torn, signaling the emergence of another hopeful personality like Lonesome Rhodes. This moment encapsulates the cyclic nature of fame and the inevitable rise of a new star.

In interviews for the 2006 DVD release and a documentary, cast members express pride in their contributions to this iconic film. Schulberg discusses the deeper origins of the storyline, emphasizing the film's cultural significance.