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.
October 13
1970—Angela Davis Arrested
After two months of evading police and federal authorities, Angela Davis is arrested in New York City by the FBI. She had been sought in connection with a kidnapping and murder because one of the guns used in the crime had been bought under her name. But after a trial a jury agreed that owning the weapon did not automatically make her complicit in the crimes.
October 12
1978—Sid Vicious Arrested for Murder
Sex Pistols bassist Sid Vicious is arrested on suspicion of murder after the body of his girlfriend Nancy Spungen is found in their room at New York City's Chelsea Hotel. Vicious and Spungen had a famously stormy relationship, but Vicious proclaims he is innocent. He is released on bail and dies of a heroin overdose before a trial takes place.
1979—Adams Publishes First Hitchhiker's Book
The Hitchhiker's Guide to the Galaxy, the first of five books in a series, is published by Douglas Adams. The novels follow on the heels of the tremendously successful British television series of the same name.
October 11
1976—China Coup Thwarted
The new head of the Chinese Communist Party, Hua Goufeng, snuffs out a coup led by Chairman Mao's widow Jiang Qing and three other party members. They become known as the Gang of Four, and are tried, found guilty of treason, and receive death sentences that are later commuted to lengthy prison terms.
1987—Loch Ness Expedition Ends
A sonar exploration of Scotland's Loch Ness, called Operation Deepscan, ends after a week without finding evidence that the legendary Loch Ness Monster exists. While the flotilla of boats had picked up three sonar contacts indicating something large in the waters, these are considered to be detections of salmon schools or possibly seals.
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