L.A. Noir: The Struggle for the Soul of America's Most Seductive City

When Mickey Cohen first met Graham in 1949, Cohen was the West Coast’s most famous gangster while the handsome young preacher’s celebrity was still in its first blush. By 1957, the situation had changed. Graham had parlayed the success of his Los Angeles campaign into a nationwide movement. After his appearances in Los Angeles, Hearst papers across the country picked up the story of the lantern-jawed, jet blond man of God. Time magazine likewise hailed “the trumpet-lunged North Carolinian” with the “deep, cavernous voice” and made coverage of Graham’s crusades a recurring feature of the magazine. Graham barnstormed across the country, drawing huge crowds wherever he went. No venture seemed too ambitious. He went into the movies, setting up his own production company (Billy Graham Films, later World Wide Pictures) and building a small film lot just across the street from the Walt Disney studios in Burbank; the project got so big that Graham soon teamed up with MGM for help distributing the film. He also launched a radio program on ABC, The Hour of Decision. But it was in 1952 that Graham took the step that would make him a household name.

One of Graham’s closest friends was the Fort Worth oilman Sid Richardson. Richardson was a man with a cause: Gen. Dwight D. Eisenhower. Richardson wanted him to run for president—and he wanted Graham to convince the general to do it. Graham took up the task assigned to him by “Mr. Sid” with alacrity, firing off a letter to the Supreme Headquarters of the Allied Powers in Brussels that was so impassioned that Eisenhower wrote Richardson to ask who this Graham fellow was.

Richardson responded by saying he’d send Graham over so Eisenhower could find out himself. The two men hit it off. When Eisenhower decided to run, he asked Graham to contribute Scripture verses to his speeches. Graham did so, but he also pressed Eisenhower about his own faith. The general confessed that he’d fallen away from the church. Graham gave him a Bible and recommended a congregation in Washington. After he was elected president, Dwight and Mamie joined it. Graham’s moment as a spiritual counselor to presidents had arrived.

Graham enjoyed the perquisites that came with his proximity to temporal power, golfing at Burning Tree with Ike or his vice president, Richard Nixon; visiting American troops abroad; and establishing the National Prayer Breakfast as a de rigueur event for Washington politicians. Figuring out what to do next, though, was somewhat more challenging. First, he did a series of campus campaigns at colleges and universities across the country. Then he looked overseas. In 1954 and 1955, he toured the United Kingdom and Europe. In 1956, he visited Asia. By the time 1957 arrived, he needed something new. Graham and his advisors decided to go for something big: They would launch their biggest campaign yet in the biggest city in the world—New York City.

New York City would be the ultimate challenge. It was the citadel of secularism, with more agnostics than any other American city. It was the center of the world’s media. It was a stronghold of Catholicism, with a larger Irish population than Dublin, a larger Italian population than Rome, a larger Puerto Rican population than San Juan. It was also the Jewish metropolis, home to one out of every ten of the world’s Jews. Only 7.5 percent of the population belonged to mainline Protestant denominations, and most of these nominal Protestants were far removed from Graham’s conservative, back-to-the-basics creed. From an evangelical standpoint, bringing New York City to Jesus was the ultimate challenge.

Protestant leaders in the city were generally supportive. A decision was made to launch the campaign in Madison Square Garden, starting on May 15. Graham and his advisors wanted to begin with something big—by saving someone who would turn every eye in New York (if not the country) toward the Manhattan crusade. Who better than the country’s most notorious Jewish gangster, Mickey Cohen?

Graham and Cohen had renewed their acquaintance after Cohen’s release. Cohen’s apparently sincere desire for repentance was catnip to the evangelist and his circle. Graham confidant W C. Jones began to press Mickey even more ardently to choose Christ. He and other Graham backers also offered thousands of dollars in “brotherly love gifts.” Cohen was open to the idea. Being born again had certainly worked out well for his former wiretapper, Jimmy Vaus, who was now a celebrated speaker and a published author. Vaus’s memoirs had even been made into a movie, Wiretap-per (1956). A Madison Square Garden conversion would certainly gratify Mickey’s undiminished desire for attention from the press. There was also, purportedly, money at stake: $15,000 to attend the Madison Square Garden crusade and another $25,000 if he converted to Christianity. That seemed like a more than fair price for Mickey’s soul.