VICE VERSA

Original British 12 inch x 14 inch 16 page well illustrated pressbook for the 1948 Peter Ustinov Comedy VICE VERSA, based on the novel by F. Anstey and starring Roger Livesey, Kay Walsh, Petula Clark, David Hutcheson, Anthony Newley, James Robertson Justice, Vida Hope, Kynaston Reeves and Harcourt Williams

Businessman Paul Bultitude is sending his son Dick to a boarding school. While holding a magic stone from India, he wishes that he could be young again. His wish is immediately fulfilled and the two change bodies with each other. Mr Bultitude becomes a school boy who smokes cigars and has a very conservative view on child upbringing, while his son Dick becomes a gentleman who spends his time drinking lemonade and arranging children’s parties.

Cover art and interior illustrations by Eric Pulford (1915 – 2005). Having taken life classes at Leeds College of Art for 5 years Pulford was apprenticed as a commercial artist in 1931 to Gilchrist Bros a process house of 24 staff. Leslie Whitchurch, a partner in a Leicester based agency and also a part-time publicity manager for Rank, became aware of Pulford’s work and asked him to do some freelance work for him. Then in 1943 Rank invited Pulford to start a publicity department for them in London resulting in posters for “Henry V”, “Odd Man Out” and “Oliver Twist”. When the head of Downtons advertising agency, Charles Collins, died, Pulford was asked to take over. He became chairman and managing director but still spent most of his time designing posters. He retired in 1986. Pulford is responsible, either through his own artwork or design, for several hundred posters, some for classic films such as the ones already mentioned plus “Edge of the World”, “The Importance of Being Earnest”, “Genevieve”, “Reach for the Sky” and “A Night to Remember”. He is, without doubt, the most important force in British film poster design from the mid-1940s to the early 1980s