THE GOLDEN AGE of Malaysian Cinema, spanning the 1950s to the 1970s, saw moviegoers lining up to catch the latest releases. For more popular shows, scalpers would purchase them when the box office opened in the morning to sell them at a higher price before the show starts.
Besides billboards and posters plastered around the walls in the vicinity, cinema flyers (sometimes referred to as leaflets or handbills) were one of the methods used in the early years to promote upcoming films. In a budget-conscious approach, the flyers were distributed at prime locales, sometimes utilising vans or trucks with billboards and loudspeakers to get attention. The flyers would contain information on upcoming movies (often with the heading “Next Change”) with the relevant screening dates and times.
A common practice by cinemas’ promotions departments of that era included creative promotion “bursts” on the flyers, describing a movie with its title and synopsis in at least two, or sometimes three, languages.
An interesting fact to note is that due to Malaysia’s multicultural and multi-ethnic nature, films of various dialects and genres were often shown with subtitles in several languages. An English movie would have Malay and Chinese subtitles, and a Chinese film would have English and Malay subtitles.
Here are some of the posters found in Penang House of Music’s archives.
Paul Augustin
is the director of Penang House of Music, and founder and festival director of the Penang Island Jazz Festival.