Interview: Armando Hernandez of Trash-Mex

Championing obscure Mexican cult cinema and its remarkable history, Armando Hernandez (Pomona, California)- writer, film historian, and founder of the Trash-Mex blog devoted to the lesser known gems of the genre chats with The Fold Line about when his passion began and how it spawned his now massive collection of Mexican cinema posters.

In addition to building his ever expanding collection of vintage paper, Armando is known for his staggering VHS collection of over 3,000+ tapes which he shares online and with audiences in the greater Los Angeles area at various theaters, including Texas. Focused on the art of sharing, trading, and preserving video tape culture, Armando is now no stranger to the paper collecting world, and here we discuss our mutual love for Mexican paper and the future of his poster collection.

TFL: Armando, we met through the power of the internet when I first realized your extensive paper collection on IG and was instantly impressed. How long have you been collecting, and what kick started the obsession?

AH: I’ve been collecting since 2011 and it began with me trying to find physical copies of the Mexican movies I wanted to see & review for my site, but to no avail. I would however come across posters, lobby cards & window cards for these movies, so that I would just buy up.

TFL: Do you remember what your first poster purchase was? If so, was it Mexican genre film related?

AH: The first Mexican genre piece I ever bought was a window card for Los Demonios Del Desierto (1990), a deranged biker film starring Mario & Fernando Almada and Sergio Bustamante.

TFL: I’ll never forget attending a screening you hosted for 100 Cries of Terror at Whammy! Analog Media in Silverlake, CA. I’m looking forward to stabilizing the original poster for you. Do you collect both classic cinema and newer paper?

AH: We (me & Mike Aguirre) sold out that screening real good. All seats taken inside & even outside. Everyone enjoyed the movie, too. After all, Trash-Mex only shows the best Mexican genre movies! I collect only the older materials. It goes from the 1940’s till the 1990’s. I rarely acquire anything new.

TFL: I’m personally a sucker for Golden Age stone lithography posters. I understand you’re an exploitation fan, however do you have a favorite artist/film/poster from this early era when printing was very different from what it is now?

AH: In the early days, Ernesto Garcia Cabral “El Chango” made some of the most eye-catching posters and to this very day sought-after hard by collectors. I think he was the best then.

TFL: Mexican film posters and their illustrations are so distinguishable when compared to any other campaign/ distribution artwork. Who would you say are your top two favorite movie poster artists of all time and why?

AH: I’ve always admired the works of Kiki Galindo whom did most of the poster art for her family’s movies in the 1970’s-1980’s. Kiki is the niece of Mexican filmmaker Ruben Galindo and her father was Mexican movie producer Daniel Galindo. Kiki also dabbled in screenwriting as well.

Another interesting artist I admire is Jose Luis Carreño who did many posters of sex comedies in the 1980’s & 1990’s. Very quirky& sexy-looking art for sure.

TFL: Your devotion to the Valentin Trujillo runs deep. Do you own a poster from each of his movies? Which is your favorite?

AH: I own several and all found by chance. Never really had to dig deep for them either. My favorite would be for his most well-known & popular film Ratas De La Ciudad. Not only is the poster art very appealing, but it also actually gives us a glimpse of what’s to see in the movie.

TFL: Lobby card sets are still highly desirable and most collectors find difficulty in locating each card. Is there an incomplete set in your collection you’d like to have the full set for?

AH: There are several where I don’t have all of them or missing some, but I honestly don’t mind to have them all. I’m happy with even having just one.

TFL: Unlike the US, Mexico utilized 4 core primary formats. One sheets, Lobby cards, Window Cards, and Half Sheets. Obviously one allows for more illustration, but which format is your preferred favorite and why?

AH: I’m always after one-sheets, but it can be a challenge in finding them & for the right price. Lobby cards I tend to find much easier, so I suppose that would be my preferred.

TFL: We’ve chatted some about the early printing of Mexican posters. The paper stock used is comparatively that of a thin brown paper sack. Very fragile and easy to damage. What decade can collectors begin to see a shift in the paper stock change with the introduction of clay/glossy coating?

AH: As early as the 1930’s for sure and ending in the early to mid-1970’s.

TFL: What is your favorite poster within your current collection?

AH: I recently acquired a one-sheet for the Pedro Galindo III epic Siete En La Mira”and it’s one I’m very favorable of at the moment. Another recent & favorable acquisition is a one-sheet of Cementerio Del Terror.

TFL: Is there a holy grail piece you’d love to have that you’re still searching for?

AH: I’m after many, but the three I really want are one-sheets for Las Braceras (1981), Acá Las Tortas (1951), and Terror En Los Barrios (1988).

TFL: The poster collecting community is quite large. From US paper collectors to foreign Italian paper, etc. Who are some of the other collectors in the industry you respect and/or admire?

AH: Rogelio Agrasanchez Jr is someone I have to admire since he not only grew up around Mexican cinema, but also collected it over the years and this lead him putting together 3 books on Mexican movie posters.

TFL: Have you displayed your posters as a collection before, and would you host a gallery exhibition of some sort for your collection?

AH: I have in the past & the most memorable would be when I did it twice at The Frida Cinema. Having these displayed up at an actual movie theater just felt so perfect & right at home. I do hope in being able to display again in a much bigger space since there’s so much more I want everyone to see.

TFL: What does the future for your poster collection look like? What are your hopes for your vast collection of Mexican movie posters?

AH: Hard to say what the future may hold, but I could only hope that it will remain with me until I feel it’s time for it to be somewhere else for archival & research purposes. I also hope that I will have my collection compiled in a book just like Rogelio Agrasanchez Jr had done for his mass collection.

TFL: What is the most enlightening or important thing you’ve learned collecting posters thus far?

AH: Patience is key. What you want will come to you eventually & if it doesn’t then that’s okay. A collection is always supposed to be about you & your tastes. Never try to imitate others. Be original.

TFL: Lastly, congrats on your most recent contribution to the Indicator release of Santo vs The Riders of Terror (Santo contra los jinetes del terror). What can audiences and poster collectors alike look forward to what you have planned in the future for Trash Mex?

AH: It was truly an honor to be a contributor in this Mexican genre release from the UK-based boutique label Indicator. Indicator has brought upon several Mexican genre film experts for these releases and for me to be part of it has been truly amazing. I hope to do more with them and/or any other boutique label that will give me the chance. In the foreseeable future, Trash-Mex will be around in many aspects & be known all around. Be it in a movie theater screening, something you find in a book shop or see someone wearing on a t-shirt or hat.