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America in Color:

How John D. Rockefeller Salvaged His Image

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»American Royalty

How John D. Rockefeller Salvaged His Image

Short | 02:23

The wealth and influence of 'robber barons' like John D. Rockefeller was resented by ordinary Americans. To counter that, the tycoon embarked on an extraordinary campaign of philanthropy, to redeem his public image.


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American royalty: a potent combination of popularity, glamour, money, and power. In the early 20th century, the Rockefellers and Vanderbilts build empires and spend fortunes. The Roosevelts and Kennedys spawn political dynasties. And news magnate William Randolph Hearst records it all, using film to cash in on the glitzy lives of the rich and famous. Now, through rare archival footage and home movies, get a colorful inside look at these storied families working hard and playing hard.

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