Vintage Pulp May 8 2019
CHANGE OF ADDRESS
Spanish art for Casa número 322 may have traveled far from home.


We already showed you a beautiful yellow French promo poster for 1954's Pushover, starring Fred MacMurray and Kim Novak. Above is a cool blue Spanish language promo. This piece is signed MCP, which is the imprimatur used by the Spanish artists Ramon Marti, Josep Clave, and Hernan Pico. So is this a Spanish poster? Well, most online sites say so. But the distributor for Mexico is listed as Columbia Films S.A., and you can see that graphic right on top of the poster. The S.A., by the way, stands for “sociedad anónima,” and is a corporate designation, kind of like Inc., or LLC. The movie's distribution company for Spain is on record as plain old Columbia Films, with no S.A., so we think this poster was used in Mexico, where the movie played as La casa número 322, “house number 322.” There's no exact Mexican release date known for it, but late 1955 is a safe bet. All that said, there's no way we can claim to be correct with 100% surety that this is a Mexican poster. We're extrapolating.

Columbia had distribution branches in various Latin American countries. Its Mexican hub was the most important because Mexico had the most developed Spanish film market in the world. Yes, more than Spain, which was still recovering from civil war. Though dubbed or subtitled versions of foreign movies were routinely shown in Mexico, locally produced flicks were about 20% more popular at the box office on average, according to a 1947 report circulated by the U.S. Consulate in Monterrey. In fact, Mexican films were the most popular in all Latin America, particularly Cuba. Even in Mexico City, where U.S. and European films were more popular than anywhere else in the country, Mexican films took up more than 40% of exhibition time—again as reported by the U.S. Consulate. Why was the consulate studying this? Just wait.

The Mexican movie market isn't as competitive today. The decline was due to three main factors: political pressure that forced Mexico to submit to so-called free trade in mass media, suspicious difficulties obtaining raw film stock from the U.S. for movie productions, and, of course, dirty business tactics by Stateside studios. So that's where the consulate came in—gathering intelligence for both the U.S. government and U.S. business interests. Armed with alarming data about local preferences for local product, U.S. studios forced Mexican exhibitors into “block booking” agreements, which meant that if cinemas wanted to exhibit the best Hollywood films they were also contractually obligated to take on the worst. This was repeated all over Latin America, and those bad films, which were more numerous than the good ones, ate up exhibition hours and kept Mexican films off screens. Pushover, at least, was one of Hollywood's better
 films.

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History Rewind
The headlines that mattered yesteryear.
May 14
1939—Five-Year Old Girl Gives Birth
In Peru, five-year old Lina Medina becomes the world's youngest confirmed mother at the age of five when she gives birth to a boy via a caesarean section necessitated by her small pelvis. Six weeks earlier, Medina had been brought to the hospital because her parents were concerned about her increasing abdominal size. Doctors originally thought she had a tumor, but soon determined she was in her seventh month of pregnancy. Her son is born underweight but healthy, however the identity of the father and the circumstances of Medina's impregnation never become public.
1987—Rita Hayworth Dies
American film actress and dancer Margarita Carmen Cansino, aka Rita Hayworth, who became her era's greatest sex symbol and appeared in sixty-one films, including the iconic Gilda, dies of Alzheimer's disease in her Manhattan apartment. Naturally shy, Hayworth was the antithesis of the characters she played. She married five times, but none lasted. In the end, she lived alone, cared for by her daughter who lived next door.
May 13
1960—Gary Cooper Dies
American film actor Gary Cooper, who harnessed an understated, often stoic style in numerous adventure films and westerns, including Sergeant York, For Whom the Bell Tolls, High Noon, and Alias Jesse James, dies of prostate, intestinal, lung and bone cancer. For his contributions to American cinema Cooper received a plaque on the Hollywood Walk of Fame and is considered one of top movie stars of all time.
1981—The Pope Is Shot
In Rome, Italy, in St. Peter's Square, Pope John Paul II is shot four times by would-be assassin Mehmet Ali Agca. The Pope is rushed to the Agostino Gemelli University Polyclinic to undergo emergency surgery and survives. Agca serves nineteen years in an Italian prison, after which he is deported to his homeland of Turkey, and serves another sentence for the 1979 murder of journalist Abdi Ipekçi. Agca is eventually paroled on January 18, 2010.
May 12
1957—Von Stroheim Dies
German film director and actor Erich von Stroheim, who as an actor was noted for his arrogant Teutonic character parts which led him to become a renowned cinematic villain with the nickname "The Man You Love to Hate", dies in Maurepas, France at the age of 71.
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