I'm assuming it was the rise of the Beatles on the scene, if you look at his dearth of hits between 1963 to 1969?
shareTimes were changing, with Beatles and other bands. Elvis’ movies began to suck too
shareI don't know whose decisions it was to make all those stank movies instead of concentrating on music, but it has to be in the Bad Career Moves Hall of Fame.
God, those films are terrible, you could tell Elvis hated being in front of the camera and resented everyone involved - including the audience. So IMHO even if his musical output wasn't what it had been during the 1950s, and he was no longer the hottest newest thing on a changing market, well. It was the movies that made him Uncool.