In the spring of 1958, the book publisher Simon & Schuster shocked the New York–media world by erecting on Broadway between 46th and 47th Streets a 40-foot-high billboard with art by Andy Warhol to advertise a new novel. No publisher had ever promoted a work of fiction this way, and this book was doubly shocking. The Immortal, by onetime Warner Bros. publicist Walter Ross, told a familiar story of a surly young movie star whose death turned him into a star.
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