The 'superstars' of the '30s and '40s

MANILA, Philippines - Long before the tag “superstar” became popular in the ’70s, in reference to Nora Aunor, there were already “superstars” in the ’30s and ’40s, the pre-war years.

The names that easily come to mind are of those of Carmen Rosales, Rosa del Rosario, Rosario Moreno, Lucita Goyena, Norma Blancaflor and Mila del Sol. Also Rogelio de la Rosa, Leopoldo Salcedo, Jose Padilla Jr., Ely Ramos, Rudy Concepcion and Fernando Poe.

Some of them remained active in the movies until the ’50s and even beyond. The most durable is Ms. Del Sol, still beautiful and physically and mentally alert to this very day.

Carmen retired in the mid-’60s, her last film being Gintong Recuerdo. After May Karapatang Isilang in the early ’50s, Rosa resided in California. She is best remembered as the original Darna. Norma acted until the ’70s, doing mostly other roles. Lucita and Rosario’s careers ended in the early ’40s.

Mila del Sol

Among the actors, the career of Salcedo was the most lasting, winning awards until the late ’70s. De la Rosa bowed out of showbiz in the mid-’50s to join the government, first as senator and later as ambassador. He was Asia’s Best Actor in 1956 for Higit sa Lahat. Poe (father of FPJ, King of Philippine Cinema and National Artist) was the most versatile: Actor, director, writer and producer. Padilla acted until the early ’70s, Best Actor twice, for Diego Silang and Huk, sa Bagong Pamumuhay in the ’50s. Ramos acted until the late ’40s. Concepcion died in 1940 at the peak of his career.

The movie ads of the “superstars” and other actors and actresses of yesteryear will be on exhibit starting July 20 at the CCP Main Theater Lobby, coinciding with the opening of Cinemalaya. The photo exhibit, billed Alitaptap Kikilap-kilap, comes from the collection of Danny Dolor.

The movie ads are from the First Golden Years of Philippine Cinema (1936 to 1941). Other big names of the era include Elsa Oria, Yolanda Marquez, Fely Vallejo, Angel Esmeralda, Carlos Padilla, Arsenia Francisco, Mona Lisa, Purita Sta. Maria, Mary Walter, Corazon Noble and Tita Duran, then a child star.

Two of the top directors, Gerardo de Leon and Lamberto Avellana, were later named National Artists.