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Easy Rider



Easy Rider (1969)


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The Phenomenon of EASY RIDER
filmfactsman (April 3, 2006)
The youth-cult or counterculture film was a response by the studios to the exemplary success of Columbia's "Easy Rider", whose $60 million gross return on a $360,000 investment made all Hollywood take note. During the 1969-1970 season, the only other distributor to stake a serious claim in the youth market was United Artists, whose "Alice's Restaurant" and "Midnight Cowboy" (both 1969) were both shrewdly marketed to what was then being called "the Film Generation." By early 1970, virtually every major studio had youth-cult in development or production that bore the influence of "Easy Rider" in their themes of youthful rebellion and their documentary-like intention--that is, their desire to be vibrantly contemporary, or, variously, "hip," "with it," "relevant," and "now." Many also shared some kind of high-concept advertising logo and a rock-music sound track, often tied in to a simultaneous album release--all in imitation of "Easy Rider", whose Dunhill Records sound track of cuts by Steppenwolf, The Jimi Hendrix Experience, The Byrds, and The Electric Prunes was certified "Gold" in January 1970.

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