Advertising in 20th century cinema went through various genres. In this screening, we’ll present Portuguese examples of some of them: the short advertising sequence, ancestor of the spot; the documentary and/or propaganda film, sponsored by a public organisation or company, such as A Via Aurea, with Vasco Santana (CUF, c. 1930); the film with a simple narrative linking explicit advertising references, such as Sorte Grande, by Erico Braga (1938); and, finally, the short spot, often shared with television and which made the genre of the documentary advertising film obsolete.

Screening with commentary by Eduardo Cintra Torres, Hugo Barreira and Pedro Leitão

Cintra e seus Arredores, Caldevilla Film, 1922

Caldas de Canavezes, Caldevilla Film, 1922

Experiências Práticas de Extintores de Incêndio – Total, Mello, Castello Branco, 1929

A Via Aurea, 1931

Sorte Grande, Erico Braga, 1938

Grandella, Servais Tiago, 1956

O Século — Figuras da Atualidade, Belarte, 1956

Regisconta, António Gomes d’Almeida

1.º Festival Português do Filme Publicitário, vários autores, 1962

Festival de Publicidade Telecine, vários autores, 1966–1968

Na Minha Aldeia, Cerveja a Copo, Quirino Simões, 1966–1969

Sua Excelência o Frango, João Mendes, 1969