Elvis birthday brings an even bigger show

HE IS six feet under yet the ultimate survivor - a money- spinning, awe-inspiring legend who has become even larger in death than he was in life.

As millions of fans worldwide mark his 70th birthday today, Elvis Presley is set to accomplish one more feat from beyond the grave by reaching the number one spot in the British charts with Jailhouse Rock, 47 years after its original release and 28 years after his death from a drug overdose.

The special birthday re-release will give the King his 19th chart-topper - his last was in 2002 with a souped-up version of A Little Less Conversation - and provide proof that one of the greatest pop legends of the 20th century is enduring well into the 21st.

"He has iconic appeal and a very loyal fan base that can be relied on to turn out in large numbers," said a spokesman for the music retailers HMV.

Yet for all his posthumous popularity, the King’s new "owner", Robert Sillerman, a United States businessman, believes he still has much more to offer the world.

The Elvis phenomenon is about to grow even bigger.

Fresh from buying an 85 per cent stake in Elvis Presley Enterprises, the company that runs the estate, Mr Sillerman is preparing to market the Elvis Presley brand like never before.

"Mr Sillerman is planning on expanding Elvis into areas of the world that EPE believes are ‘under-Elvised’," said a spokesman for the media and entertainment tycoon, adding that Las Vegas and the Pacific Rim are the top two ‘under-Elvised’ hotspots being targeted.

"He has also talked about the Far East as somewhere that he could expand on, to put some Elvis things out there. It’s an area with a huge Elvis following."

Elvis has sold over one billion records worldwide, more than anyone else, and attracts 600,000 tourists a year to Graceland, his home in Memphis, Tennessee, as well as pulling in an annual $45 million through sales of songs and a merchandising range that includes everything from T-shirts to train sets.

Fans who flock to Memphis this weekend will be able to join in celebrations including a concert by the Memphis Symphony Orchestra, Elvis-themed bingo at the Heartbreak Hotel, special screenings of his films and a cake-cutting ceremony. Or they can simply pay their respects at his grave.

But Mr Sillerman believes Presley’s legacy is ripe for expansion, "and that doesn’t mean just flooding these places with more Elvis merchandise," said his spokesman.

The ink is still drying on a pre-Christmas deal in which Presley’s daughter and sole heir, Lisa-Marie, sold the rights to her father’s image and royalties in exchange for $100 million and a 15 per cent slice of Mr Sillerman’s new company, while retaining Graceland and her father’s personal artefacts.

Precise plans are still a long way off and details guarded of Mr Sillerman’s vision but speculation might centre on the creation of Elvis-themed hotels, casinos or even theme parks - potentially lucrative attractions that would help keep the legend alive and appeal to new generations long after his original fan base has died.

Ms Presley believes the deal with Mr Sillerman is "in the best interest of my father and his legacy". But some critics say the deal was about maximising Ms Presley’s financial interests.