Breakfast cereal he launched the Cornflakes brand, which overnight captured a national market. Soon there were forty rival manufacturers in the Battle Creek area. His brother William K. Kellogg (1860–1951) worked for him for many years until, in 1906, he broke away, bought the rights to Cornflakes, and set up the Kellogg Toasted Corn Flake Company. William Kellogg discarded the health food concept, opting for heavy advertising and commercial taste appeal. Later, his signature on every package became the company trademark. The second major innovator in the cereal industry was Charles W. Post, a salesman who was admitted to Kellogg's sanitarium as
The Set-Up (1949 film) The Set-Up (1949 film) The Set-Up is a 1949 American film noir boxing drama directed by Robert Wise and starring Robert Ryan and Audrey Totter. The screenplay was adapted by Art Cohn from a 1928 narrative poem written by Joseph Moncure March. "The Set-Up" was the last film Wise made for RKO, and he named it his favorite among the pictures he directed for the studio, as well as one of his top ten during his entire career. Bill "Stoker" Thompson (Robert Ryan) is a 35-year-old has-been boxer about to take on an opponent at the fictional Paradise City Arena.