Update: The French movie poster for the 1964 re-release of Bride of Frankenstein sold for $250.
What you see: A French poster for the 1964 re-release of the 1935 classic horror movie Bride of Frankenstein. Julien’s Auctions estimates it at $300 to $500.
This Bride of Frankenstein poster was designed for the French market, and for a 1964 re-release of the film, which by then had a long reputation as a cinema classic. How does that affect the poster’s value? “Awareness of international designs is changing, and awareness of how scarce and rare they are is changing,” says consigner Neville Tuli, founder and chairman of the Osian group, which includes the Osianama Archives of world film memorabilia based in New Delhi, India. “I feel sad that the French design has not had its due. France is the home of posters. It’s difficult because the suppliers and distributors [of this re-release poster] didn’t keep archives in a historical manner.”
Some of the most expensive movie posters at auction have advertised 1930s horror movies. The world auction record belongs to a 1931 Dracula poster, sold in 2017 for more than $525,000, and 1930s horror movie posters have consistently fetched six-figure sums at auction. How might these strong sales influence the bidding for this Bride of Frankenstein 1964 French re-release poster? “Obviously, it will have a positive impact,” he says. “First releases of movie posters, you get them once in ten years, and they now sell for in excess of $300,000 and $400,000. Collectors are now looking for re-releases and posters from other countries.”
Why is this Bride of Frankenstein 1964 French re-release poster estimated at $300 to $500? “Everything is estimated very low, the way most auctions like to,” he says. “People like to think they’re getting a bargain. If it passes $3,000 to $4,000, that’s a fair price.”
Why are so many Bride of Frankenstein movie posters so visually strong? “The Bride of Frankenstein, even though she’s barely on the screen, captured the imagination of the world–the hairstyle, the whole look,” he says. “If you see post-1935 posters [for the movie], she’s given as much [visual] importance [as Frankenstein], sometimes even more. She has such a remarkable face. She naturally attracted the public when she appeared on publicity materials,” he says, noting that it was not just common but imperative for movie marketers to redesign and release new posters that capitalized on breakout stars. “If you see the original poster for Marilyn Monroe’s film, Asphalt Jungle, she’s not there. [There are several poster designs for the 1950 film, and some show Monroe, but none showcase her.–Ed.] In the poster for the 1954 re-release, it’s all her. If the star captures the public’s imagination, they change the publicity material to give the star extra weight.”
Is there more than one version of this Bride of Frankenstein 1964 French re-release poster? “You always have four to six poster designs, but in this case, the main design is the same, and they just changed the color of the background,” he says. “I have another with a green background.”
How rare is this Bride of Frankenstein 1964 French re-release poster? “At auction, it rarely comes up,” he says. “For diehards who go searching [at public auction and in private sales], it comes up every six months. We’re talking about a handful.”
Was this poster on your shopping list for the Osianama Archives, or did it just pop up one day, and you grabbed it? “My shopping list is to build a history of world cinema,” he says. “My reasons for collecting are different from what collectors focus on. I’m building for a larger framework–India and the world, and India’s relationship to the world. I see the iconography [that Indian cultures] have created over 4,000 years, and it’s the greatest sci-fi and horror imagery you could imagine. I try to create understanding and show the links between Indian iconography and 100 years of cinema.”
Unlike earlier posters for the Bride of Frankenstein, Frankenstein and his bride are given the same visual weight here, and she seems to have a determined look on her face. Do you think that’s a deliberate statement by the designers, or is it just a matter of wanting to put a new spin on things? “Probably the story line got clearer by the 1960s,” he says. “Her scream led to his heartbreak, and the destruction of everything. I can’t say how the designers would have thought this up. I don’t know if it’s a feminine power statement or a statement of equality. But on the others, we don’t see the same equality. Here, they are equals on the poster. It’s open to conjecture.”
Why will this poster stick in your memory? “I have many different versions [of posters for the Bride of Frankenstein], and the French version has an austerity about it that’s unique,” he says. “So many versions of the Bride of Frankenstein show him carrying her in his arms, or show her in the laboratory. Here, there’s not much but magenta, black, and white. They pared it down to the essentials of the figures.”
Why are you selling this poster now? “Because I’m trying to become debt-free,” he says, laughing. “For 20 years, I tried to build a cultural network for the country without taking government funds or donations. I wanted to create it on its own terms. Financially, for the last five or six years, I’ve struggled with bank debt. I’m selling 500 pieces out of 200,000. I have to keep the integrity of everything else alive. I want to be debt-free. If I have to sell a few items to do that…”
You own an auction house. Why not use it to sell the 500 pieces? “There’s no interest in these things in India. The finest Indian movie poster can’t sell for $50 or $100,” he says. “We have a great love of cinema in India but not a great culture of cinema in India, and they are two different things. It takes a long time for a cinematic culture to emerge, and it’s emerging, but there are so many steps and layers to creating it.”
Julien’s is conducting a second, online-only auction from the Osianama Archives that concludes on March 19, 2018.
Image is courtesy of Julien’s Auctions.
Also see the website for Osianama, Tuli’s impressive, ambitious 18-year-old arts endeavor.
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