Up until the 1940s, the full revenue potential of what was called "the Negro market" was largely ignored by white-owned manufacturers in the U.S. with advertising focused on whites. Blacks were also denied commercial deals. On his decision to take part in exhibition races against racehorses in order to earn money, Olympic champion Jesse Owens stated, "People say that it was degrading for an Olympic champion to run against a horse, but what was I supposed to do? I had four gold medals, but you can't eat four gold medals." On the lack of opportunities, Owens added, "There was no television, no big advertising, no endorsements then. Not for a black man, anyway." In the reception to honor his Olympic success Owens was not permitted to enter through the main doors of the Waldorf Astoria New York and instead forced to travel up to the event in a freight elevator. The first black Academy Award recipient Hattie McDaniel was not permitted to attend the premiere of "Gone with the Wind" with Georgia being racially segregated, and at the Oscars ceremony in Los Angeles she was required to sit at a segregated table at the far wall of the room; the hotel had a strict no-blacks policy, but allowed McDaniel in as a favor. Her final wish to be buried in Hollywood Cemetery was denied because the graveyard was restricted to whites only.