“And Introducing Elvis Presley”

Chapter 1 offers a case study that illuminates how norms of studio-era film production came to be negotiated with the multimedia context of the 1950s and early 1960s. In exploring the production of “Elvis movies” from 1956 to 1961, this chapter examines how Hollywood transformed Presley the rock ’n’ roll star into a singular screen attraction. Producer Hal Wallis, a veteran of the studio era, sought a balance between the cyclical, generic structure of the former star system with the new opportunities for cross-platform promotion portended by the media landscape of the 1950s. Presley’s rebel-oriented 1950s films put on display what modern media fame meant in the second half of the 1950s and suggest a hierarchical relationship between television and film. Subsequently, Presley’s 1960s work enacted an assembly-line integration of feature film and LP record production, demonstrating how Wallis’s star-making formula during the studio era translated to a cross-platform context. In this way, Hollywood adapted to the “electronic age” of the 1950s while maintaining strict control over the output of a star’s labor, reconfiguring the power structures of the star system by aligning media industries into the synchronous production of a multimedia star image.