Cinema posters were not printed in huge quantities, and if not binned when showings were over were returned to the distribution centre for credit, so a limited number of originals survive. Sometimes studios printed a large run for giveaways or sale, and there’s an endless number of modern reprints, official or illicit. There’s nothing wrong with buying these for their decorative value, but they have no worth in collectibility – which makes buying a minefield as some vendors seem confused about the meaning of the word ‘original’.
Film distributors often use different artwork and layouts for their own country. Sometimes the name of the film is changed – Paul Newman’s Winning, for example, was released in France as Virages. It’s likely most readers will be thinking of English-language films, but if it’s just the graphic element that excites you then versions in other languages can sell for lower prices. Terry Etherington at Chequered Flag Collectables currently has a German version of a poster for Grand Prix at £144.99, and a US example with different but recognisable graphics of a similar size for £200 on top. But there are lots of variations, he warns: “There’s a big difference in value between promotionals and the actual cinema poster.”
“Of course Le Mans and Grand Prix are top of everyone’s wish list, but I’m finding the recent films sell fast – Rush, Senna and Le Mans ’66.”
Of course, not all racing films are made in Hollywood or Elstree. Italy, Germany and France all have their back catalogue of racing films, and posters for these can be just as handsome to look at, and often rarer.
Sizes fall into certain brackets, since posters had to fit on boards of existing size. Common formats are ‘Quad’ which translates to 30x40in and ‘One-sheet’ – 40x27in. You’re unlikely to come across a three-sheet – 81x40in – as these were meant for pasting on billboards but you might see ‘double-sided’ – these had a reversed image on the rear which increased their punch in a backlit light box. Earlier posters were often delivered folded, so it’s common to have intersecting fold lines visible. More serious defects involve creases, holes, stains and fading, which all reduce the value.
While a big poster makes an impact, there’s a lower cost alternative – front of house lobby cards, 10x8in photos for cinemas to display in the foyer, in frames of eight. They would mix scenes from the film with posed shots – graphically less impactful than posters, but fascinating in themselves. A complete set of eight for one film would be a great find, but single cards can be had for £15 upwards.
You can pretty well guess which films are most sought-after, but popularity brings reproductions, so check your vendor: if you’re hoping for investment returns, buy from a reputable dealer or auction house. Le Mans is top of the list, surging on a Gulf-liveried tide of love for Steve McQueen – which means reprints abound. But the film had limited cinema release so fewer posters were printed originally, boosting rarity. For a top-quality original, you’ll need to spring £2995 at Vintage Movie Posters.
John Frankenheimer’s Grand Prix and Winning starring Paul Newman can hit prices in the thousands for original printings. An enthusiast’s film like Senna (while a surprise success) won’t have had the studio promotion of Rush, about Lauda and Hunt, let alone the recent Ford v Ferrari/Le Mans ’66, although nowadays PR is more about pixels than paper. Star value counts too – Tom Cruise fans might be chasing Days of Thunder, while die-hard Stallone followers might conceivably shell out on the dreadful Driven.
Artwork for mainstream movies changed a lot according to the country. How about these Japanese one Grand Prix (left)…Compared to its European version
You’ll face less competition over half-forgotten titles such as Checkpoint (1956) starring Stanley Baker (great Mille Miglia footage), The Green Helmet from 1961, currently available in the US at $275, or James Garner’s other racing film The Racing Scene (1969), a documentary about the star’s own team. And for some sensationalist romance filmed around the 1963 F1 season, try tracking down a poster for Roger Corman’s The Young Racers – “A little death each day, a lot of love every night!”
The romanticised design for 1932’s High Speed
The 1930s were a hit decade for racing film posters. Speed Devils (1935) takes some beating. California or Bust from 1925 was originally called Racing Hearts in 1923
Things got more complex in the 1970s, such as this rather busy Cannonball poster from 1976. Paul Newman’s Winning
The dystopian Death Race 2000 featured some corkers. Notice how Japan promoted Sly Stallone over headline star David Carradine in its version
The artwork for 1966’s stock car racing movie Fireball 500, starring former teenage icon Frankie Avalon. With a lead character called Bill Whipple and the polished style of the 1920s, there’s not much to dislike about 1929’s Speedway, right. The Green Helmet (1961) is an overlooked classic, which featured Carry On superstar Sid James
Red Line 7000 (1965) starred James Caan and was about three drivers and the worries of their girlfriends. Right: Road Racers’ (1959) epic tagline
Racing films don’t come more arthouse than 1966’s Un Homme et Une Femme. The French film scored two Golden Globes and two Academy Awards. California Straight Ahead (1925) had a bizarre plot about a road trip to a must-win race in an attempt to gain back the trust of the star’s soon-to-be in-laws
McQueen’s Le Mans
Very scarce and original quad (30x40in) poster for the cult film Le Mans, with artwork of the star in front of grandstands. Shows original folds but in near mint condition.
For sale Vintage Movie Posters, £2995
The Green Helmet
Original poster for The Green Helmet, featuring sports car racing from various circuits with a romantic thriller plot and a cameo by Jack Brabham. Fair condition, with folds and staple holes.
For sale Original Vintage Movie Posters, £220
Grand Prix lobby card
Single lobby card for Grand Prix showing James Garner and Jessica Walter in domestic setting. Larger American 14x11in size, card 7 of US series.
For sale Moviemem, £14
Newman’s Winning
American poster for Indy 500-based drama Winning that got Newman into racing. Good condition, with folds, some corner tape marks.
For sale Chequered Flag Collectables, £149.99
