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.
December 14
1911—Team Reaches South Pole
Norwegian explorer Roald Amundsen, along with his team Olav Bjaaland, Helmer Hanssen, Sverre Hassel, and Oscar Wisting, becomes the first person to reach the South Pole. After a celebrated career, Amundsen eventually disappears in 1928 while returning from a search and rescue flight at the North Pole. His body is never found.
December 13
1944—Velez Commits Suicide
Mexican actress Lupe Velez, who was considered one of the great beauties of her day, commits suicide by taking an overdose of sleeping pills. In her note, Velez says she did it to avoid bringing shame on her unborn child by giving birth to him out of wedlock, but many Hollywood historians believe bipolar disorder was the actual cause. The event inspired a 1965 Andy Warhol film entitled Lupe.
1958—Gordo the Monkey Lost After Space Flight
After a fifteen minute flight into space on a Jupiter AM-13 rocket, a monkey named Gordo splashes down in the South Pacific but is lost after his capsule sinks. The incident sparks angry protests from the American Society for Prevention of Cruelty to Animals, but NASA says animals are needed for such tests.
December 12
1968—Tallulah Bankhead Dies
American actress, talk show host, and party girl Tallulah Bankhead, who was fond of turning cartwheels in a dress without underwear and once made an entrance to a party without a stitch of clothing on, dies in St. Luke's Hospital in New York City of double pneumonia complicated by emphysema.
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