Elvis Presley - Presley and his manager "Colonel" Tom Parker

On August 15, 1955, Presley was signed by "Hank Snow Attractions", a management company jointly owned by singer Hank Snow and "Colonel" Tom Parker. Shortly thereafter, "Colonel" Parker took full control and, recognizing the limitations of Sun Studios, negotiated a deal with RCA Victor Records to acquire Presley's Sun contract for $35,000 on November 21, 1955. Presley's first single for RCA "Heartbreak Hotel" quickly sold one million copies and within a year RCA would go on to sell ten million Presley singles.

Parker was a master promoter who wasted no time in furthering Presley's image, licensing everything from guitars to cookware. Parker's first major coup was to market Presley on television. First, he had Presley booked in six of the Dorsey Shows (CBS). Presley appeared on the show on January 28, 1956, then on February 4, 11 & 18, 1956, with two more appearances on March 17 & 24, 1956. In March, he was able to obtain a lucrative deal with Milton Berle (NBC) for two appearances. The first appearance was on April 3, 1956. The second appearance was controversial due to Presley's performance of "Hound Dog" on June 5, 1956. It sparked a storm over his "gyrations" while singing. The controversy lasted through the rest of the 50's. However, that show drew such huge ratings that Steve Allen (ABC), who was a jazz devotee and hated rock 'n' roll, booked him for one appearance, which took place early on July 1, 1956. "Presley was dressed in the white tie and tails of a ´'high-class' musician, the clothes were intentionally made so tight he couldn't move freely." According to Jake Austen, "the way Steve Allen treated Elvis Presley was his federal crime. Allen thought Presley was talentless and absurd, and so he decided to goof on him. Allen set things up so that Presley would show his contrition by appearing in a tuxedo and singing his new song 'Hound Dog' to an elderly basset hound..." "Scotty Moore has testified that when the band went into the studio the next day to record 'Hound Dog,' they were all angry about their treatment the previous night." Notwithstanding, that night, Allen had for the first time beaten The Ed Sullivan Show in the Sunday night ratings, prompting Sullivan (CBS) to book Presley for three appearances: September 9, and October 28, 1956 as well as January 6, 1957, for an unprecedented fee of $50,000. On September 9, 1956, at his first of three appearances on the Sullivan show, Presley drew an estimated 82.5% percent of the television audience, calculated at between 55-60 million viewers. On his third and final appearance (January 6, 1957) on the The Ed Sullivan Show, Sullivan, apparently very impressed by Presley, pointed to him and told the audience "This is a real decent, fine boy. We've never had a pleasanter experience on our show with a big name than we've had with you You're thoroughly all right." However, it has also been said that Presley's manager orchestrated the compliment in exchange for permitting Presley to appear, after Sullivan had earlier publicly stated his refusal to allow Presley on his program.

Parker eventually negotiated a multi-picture seven-year contract with Hal Wallis that shifted Presley's focus from music to films. Under the terms of his contract, Presley earned a fee for performing plus a percentage of the profits on the films, most of which were huge moneymakers. These were usually musicals based around Presley performances, and marked the beginning of his transition from rebellious rock and roller to all-round family entertainer. Presley was praised by all his directors, including the highly respected Michael Curtiz, as unfailingly polite and extremely hardworking.

Presley began his movie career with Love Me Tender which opened on November 15, 1956. The movies Jailhouse Rock (1957) and King Creole (1958) are regarded as among his best early films.

Parker's success led to Presley expanding the "Colonel's" management contract to an even 50/50 split. Over the years, much has been written about "Colonel" Parker, most of it critical. "Endlessly deferring to his manager," says John Harris, the singer "watched his own career dive first into B-movie schmaltz and thence towards the dead-end that was Las Vegas." Marty Lacker, a lifelong friend and a member of the Memphis Mafia, says he thought of Parker as a "hustler and scam artist" who abused Presley's reliance on him. Priscilla Presley admits that "Elvis detested the business side of his career. He would sign a contract without even reading it." This would explain the strong influence the Colonel had on Presley. Nonetheless, Lacker acknowledged that Parker was a master promoter.