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In page Cleo Moore:

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She signed with Columbia Pictures in 1952. The studio had plans to mold Moore as its next film star, hoping that she would bring Columbia the success that Twentieth Century-Fox was enjoying with Marilyn Monroe. In order to compete with Monroe, Moore's hair was bleached platinum blond. Columbia dubbed her "The Next Big Thing" and "The Blonde Rita Hayworth". She first gained attention as a doomed gun moll in Nicholas Ray's film noir On Dangerous Ground in 1952.[citation needed]