The movie "Jaws" came out in 1975.  I liked this image for a 1977 rent control poster, drawn by Vicki Morgan.  In a year of vicious smears by landlords and the conservatives, at least this poster fought back.

The landlords turned out to be highly successful sharks, exploiting a massive campaign spending advantage.  They scared tenants into voting against rent control.  The pro-tenant rent control initiatives lost in April 1977 by a very large margin.  Most observers would have concluded that rent control was now dead in Berkeley.

All that would change a year later, thanks to unintended consequences from Proposition 13, the conservative Jarvis-Gann state initiative that drastically cut property taxes (and resurrected rent control).