In 1968, Elvis Presley stood at a crossroads in his illustrious career. Once the undisputed king of rock and roll, he had become overshadowed by a burgeoning movie career, leaving fans wondering if the iconic singer could reclaim his musical throne. Enter Steve Binder, a bold and straightforward producer who would help engineer Presley’s remarkable comeback. Their fateful meeting in Binder’s Los Angeles office marked the beginning of the legendary ‘68 Comeback Special,’ a pivotal moment that would redefine Presley’s legacy.
Binder’s approach was refreshingly candid. When Presley, then 33, asked for an honest assessment of his career, Binder didn’t mince words. “I think it’s in the toilet,” he told the King, a statement that resonated deeply with Presley, who was eager for genuine feedback. This frank exchange sparked a collaboration that would reinvigorate Presley’s career and set the stage for a groundbreaking television special.
The ‘68 Comeback Special, which aired on December 3, 1968, departed from the formulaic and superficial songs that characterized Presley’s film soundtracks. Sponsored by the Singer sewing machine company, the hour-long show showcased Presley’s raw talent and charisma, culminating in a poignant performance of “If I Can Dream.” Written specifically for the special, the song echoed the tumultuous atmosphere of 1968, reflecting the societal upheaval of the Vietnam War and the tragic assassinations of influential figures like Dr. Martin Luther King Jr. and Robert F. Kennedy.
The special was a resounding success, reigniting Presley’s career and leading to a series of packed performances in Las Vegas, as well as the release of the acclaimed album “From Elvis in Memphis,” which featured hits such as “Suspicious Minds” and “In the Ghetto.” Despite his resurgence, Presley’s personal life took a downward turn, culminating in his tragic death from a heart attack on August 16, 1977. Yet, his legacy endures. Graceland, his former residence, attracts hundreds of thousands of visitors each year, a testament to his lasting impact on music and culture.
Binder later reflected on the significance of the special, noting its role in helping Presley regain his voice in an industry that had often ridiculed him. Initially, Presley’s manager, Colonel Tom Parker, pushed for a Christmas-themed show, but Binder insisted on a more authentic representation of Elvis. This led to a program that not only honored Presley’s rock roots but also incorporated deeper emotional layers, showcasing the vulnerability and complexity of the iconic performer.
Musical director Billy Goldenberg played a crucial role in this transformation, recognizing the multifaceted nature of Presley beyond his on-stage persona. He sought to infuse the performances with a sense of freshness and relevance, bridging the gap between Elvis’s traditional rock sound and contemporary music trends. The result was a show that not only appealed to long-time fans but also attracted a new generation of listeners.
The ‘68 Comeback Special became NBC’s highest-rated show of the year, and its enduring popularity has prompted plans for an Elvis All-Star tribute in February, featuring notable artists reenacting the original performance. Additionally, a new box set aims to introduce the special to fresh audiences, while Binder’s forthcoming book will delve into the behind-the-scenes story of this remarkable project.
Reflecting on its legacy, Binder expressed surprise and pride at how a show designed for a specific moment in time continues to captivate audiences decades later. He noted that its timeless appeal is a testament to Presley’s charisma and the groundbreaking production of the special. As Binder mused, the show seems as relevant today as it did when it first aired, underscoring the enduring influence of Elvis Presley in the world of music and beyond.
