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.
April 10
1919—Zapata Is Killed
In Mexico, revolutionary leader Emiliano Zapata is shot dead by government forces in the state of Morelos, after a carefully planned ambush. Following the killing, Zapata's revolutionary movement and his Liberation Army of the South slowly fall apart, but his political influence lasts in Mexico to the present day.
1925—Great Gatsby Is Published
F. Scott Fitzgerald's novel The Great Gatsby is published in New York City by Charles Scribner's Sons. Though Gatsby is Fitzgerald's best known book today, it was not a success upon publication, and at the time of his death in 1940, Fitzgerald was mostly forgotten as a writer and considered himself to be a failure.
April 09
1968—Martin Luther King Buried
American clergyman and civil rights leader Martin Luther King, Jr., is buried five days after being shot dead on a Memphis, Tennessee motel balcony. April 7th had been declared a national day of mourning by President Lyndon B. Johnson, and King's funeral on the 9th is attended by thousands of supporters, and Vice President Hubert Humphrey.
April 08
1953—Jomo Kenyatta Convicted
In Kenya, Jomo Kenyatta is sentenced to seven years in prison by the nation's British rulers for being a member of the Mau Mau Society, an anti-colonial movement. Kenyatta would a decade later become independent Kenya's first prime minister, and still later its first president.
1974—Hank Aaron Becomes Home Run King
Major League Baseball player Hank Aaron hits his 715th career home run, surpassing Babe Ruth's 39-year-old record. The record-breaking homer is hit off Al Downing of the Los Angeles Dodgers, and with that swing Aaron puts an exclamation mark on a twenty-four year journey that had begun with the Indianapolis Clowns of the Negro League, and would end with his selection to Major League Baseball's Hall of Fame.
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