The image of the suave, rich Latino lover Rudolph Vanentino began with his lead role in March 1921's "The Four Horsemen of the Apocalypse," produced by Metro Pictures. The Italian-born actor, however, was anything but rich when he signed with Metro. The studio was notoriously cheap when it came to paying second-tier actors, which Valentino was at the time.
The role of Julio Desnoyers in "Apocalypse" required not only for him to dress as an Argentina gaucho and a French World War One soldier, but also as a civilian. Metro lent him just the first two outfits, requiring the $350 per weekly-paid Valentino to dish out of his own pocket money for 25 custom-fitted suits. The clothes bill took the actor over a year to pay off, such was the enormity of the expense. The irony is the studio made a fortune on "Apocalypse," cashing in as the number one box office hit for 1921 as well as being the sixth most profitable silent movie ever made.
Metro executive/scriptwriter June Mathis was responsible for casting Valentino in the "Apocalypse" lead. The role immediately catapulted the actor into instant stardom. Mathis had seen him in 1919's 'Eyes of Youth,' a film just before Valentino's first lead in the low budget 'The Delicious Little Devil.'
Mathis convinced Metro to purchase Vicente Blasco Ibáñez's 1916 anti-war novel, 'The Four Horsemen of the Apocalypse.' In the book, one of its characters describes upon seeing French soldiers marching to war as having visions in Biblical terms the currents state of the world in the four horsemen symbolizing the Plague (or Conquest), War, Famine, and Death. The plot of an extended Argentinean family, one side French, the other German, eventually confronting one another on the Western Front with fatal consequences, was seen by Hollywood studios as impossible to deliver it coherently to the screen. But Mathias adapted the book into a cohesive script, impressing Metro executives.
She knew how to showcase set-pieces that created lasting impressions on viewers. Mathis introduces Valentino in a nightclub setting, where he cuts in on a couple performing the tango. He then gracefully dances with the actress Beatrice Dominguez, setting off the public craze of doing the tango as well as wearing the gaucho outfit similar to Valentino's. The actor had worked as a taxi dancer in New York City when he first immigrated from Italy, and Mathis, knowing his background, drew up the scene especially for him even though it wasn't in the novel.
