Klubb
Super 8/ Eken Press
384
pages
Hardback
Published
2021
ISBN:?
978-9198677201
RRP:
£25
BY ADRIAN SMITH
If cinema made us
believe anything back in the mid-twentieth century, it was that those Europeans
were getting far more sex than the rest of us. From Brigitte Bardot to Sophia
Loren, from I – a Woman to I am Curious, films from Europe were
somehow more adult, more daring and sexier. There was an “Ooh La La!” factor when
it came to European cinema, and audiences did not always differentiate between
a challenging black and white French New Wave film or a ‘commedia sexy
all'italiana’. If it came from the continent there was an assumption that you
would get to see far more than in British or Hollywood films. Post-war it was primarily
French and Italian films that dominated this market, but gradually Sweden took
the crown and Stockholm became the sexy film capital of Europe. Whereas the
sophisticated French and Italian women all wore heavy makeup and expensive
lingerie and looked glamorous and unattainable, Swedish girls seemed to be
fresher, down-to-earth and more natural. There was something of the girl next
door about them, perhaps becoming a more realistic prospect for the average man
in the audience.
Although Rickard
Gramfors is keen to point out in this excellent new collection of film posters
that Swedish cinema was not all with angst and existential anxiety, Ingmar
Bergman’s Summer With Monika in 1953 was one of the first to make the
rest of the world aware of this sexy northern European nation. This is perhaps
because it was distributed in America under the title Monika – the Story of
a Bad Girl. Swedish films increased in popularity throughout the fifties
and sixties, although it was a change in censorship law in 1971 that finally
saw Sweden become one of Europe’s most prolific hardcore pornography production
centres. The country became so synonymous
with sex that the word ‘Sweden’ would often be inserted into film titles from
other countries to spice them up, from Bob Hope’s I’ll Take Sweden to
the Italian mondo documentary Sweden Heaven and Hell (now best
remembered for the origin of the ‘Mah-na-Mah-na’ song later used in The
Muppets). This book features many such examples.
Do
You Believe in Swedish Sin? also demonstrates that it
was not all just sex: Sweden’s growing film industry also produced action
films, westerns (known as Lingonberry westerns!), horror, sword-and-sandal,
comedies and even the occasional ninja epic.
As has been remarked
upon before in Cinema Retro, the art of the film poster is not what it
used to be, and this fabulous collection from the archives of Klubb Super 8, a Swedish
vintage distribution company, shows us many great examples of just how good poster
art was. As well as Swedish posters there are also examples from around the
world, from fantastic hand-painted Italian locanda that manage to make
everything look like a gothic masterpiece to eye-catching posters from the
grindhouses of 42nd Street. This is a book that will have you seeking
out many of the fabulous-looking films covered. Fortunately for you, Klubb Super
8 have recently established a new streaming service called Cultpix, where
indeed many of these films can now be viewed at the click of a mouse, from
classics like Anita - Swedish Nymphet to sex education films such as The
Language of Love. Cultpix also has cult films from all over the world in a
range of genres, and it is growing all the time. It is a must-have subscription
for anyone looking for something a bit different from the safer options on
Netflix or Disney +.
With hundreds of
posters and written commentary in English, Do You Believe in Swedish Sin?
is an eclectic and engrossing poster collection for any serious movie buff. This
glossy hardback book will add a touch of colour and Scandinavian glamour to any
top shelf.
You can order a copy
of Do You Believe in Swedish Sin? here: https://super8.merchants.se/en/article.php?art=181506235
You can explore what
Cultpix has to offer here: https://www.cultpix.com/