One couldn't, unfortunately, say the same for the quality of his music, which was not just becoming more sedate, but was starting to either repeat itself, or opt for operatic ballads that didn't have a whole lot to do with rock. Elvis' rebellious, wild image had been tamed to a large degree as well, as he and Parker began designing a career built around Hollywood films. Shortly after leaving the Army, in fact, Presley gave up live performing altogether for nearly a decade to concentrate on movie-making. The films, in turn, would serve as vehicles to both promote his records and to generate maximum revenue with minimal effort. For the rest of the '60s, Presley ground out two or three movies a year that, while mostly profitable, had little going for them in the way of story, acting, or social value.