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.
November 17
1973—Nixon Proclaims His Innocence
While in Orlando, Florida, U.S. President Richard Nixon tells four-hundred Associated Press managing editors, "I am not a crook." The false statement comes to symbolize Nixon's presidency when facts are uncovered that prove he is, indeed, a crook.
November 16
1938—Lysergic Acid Diethylamide Created
In Basel, Switzerland, at the Sandoz Laboratories, chemist Albert Hofmann creates the psychedelic compound Lysergic acid diethylamide, aka LSD, from a grain fungus.
1945—German Scientists Secretly Brought to U.S.
In a secret program codenamed Operation Paperclip, the United States Army admits 88 German scientists and engineers into the U.S. to help with the development of rocket technology. President Harry Truman ordered that Paperclip exclude members of the Nazi party, but in practice many Nazis who had been officially classified as dangerous were also brought to the U.S. after their backgrounds were whitewashed by Army officials.
November 15
1920—League of Nations Holds First Session
The first assembly of the League of Nations, the multi-governmental organization formed as a result of the Treaty of Versailles, is held in Geneva, Switzerland. The League begins to fall apart less than fifteen years later when Germany withdraws. By the onset of World War II it is clear that the League has failed completely.
1959—Clutter Murders Take Place
Four members of the Herbert Clutter Family are murdered at their farm outside Holcomb, Kansas by Richard "Dick" Hickock and Perry Smith. The events would be used by author Truman Capote for his 1966 non-fiction novel In Cold Blood, which is considered a pioneering work of true crime writing. The book is later adapted into a film starring Robert Blake.
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