Gladys Presley
[as Parker is introducing the Presley family to the merchandising options, Gladys is perturbed by one item]
"I Hate Elvis".
Colonel Tom Parker
[Parker and Elvis look up in surprise and find that written on a button Gladys is holding]
Yes. "I Hate Elvis". In my way of thinking, "I Love Elvis," that's an easy sell. Those who hate your son will do so whether we profit from it or not. [to Elvis] After all, what is hate worth if it's free?
Vernon Presley
Oh, yeah. I get it.
[Elvis then breaks into a smile]