A second tagline read: "He""s the hero - that""s right - the hero!!"It opened in London as a British musical stage play in mid-June of 1973 (and playing in various venues), and then in Los Angeles (at The Roxy Theater, a rock-n-roll nightclub on the Sunset Strip) in late March of 1974 (for a duration of nine-ten months).You see, I have this little problem with my apartment...I live in the West Sixties, just half a block from Central Park.My rent is $85 a month.It used to be eighty until last July when Mrs.Lieberman (Frances Lax), the landlady, put in a second-hand air conditioning unit.It""s a real nice apartment - nothing fancy - but kind of cozy - just right for a bachelor.The only problem is - I can""t always get in when I want to.He is seated at his impersonal gray steel desk, with a nameplate on the side of his desk, in a sea of similar desks and expressionless-faced employees under fluorescent lights in the center of the 19th floor.He reassured his son, who was troubled by the sudden change in his life: "We""ve been down before.I""ll get it all back.We just gotta stick together."Finding some of his old belongings in their attic, Rocky began wearing his old leather jacket and porkpie hat (from the first two films), and he walked to visit his old working-class neighborhood in South Philadelphia, including Andy""s Bar, where patrons asked: "How did he blow it all?" He also strolled over to Mighty Mick""s Gym, now run-down and dilapidated, where he remembered in flashback (B/W), how he had been trained and managed by Mickey Goldmill (Burgess Meredith) for his fight against Apollo Creed.Previous films had only made fun of drunks and lushes (e.g.,The Thin Manseries, or W.C.Fields"" films).Its release was threatened when the alcohol industry offered to purchase the film""s negative and remove it from circulation, but then praised and supported the film following its popular release (and critical success).