Paramount (from the Ads Portfolio) , 1985
Screenprint
38 x 38 in
97 x 97 cm
Screenprint, on Lenox Museum Board, signed (Andy Warhol), and numbered I/X in pencil lower left. With the publisher's and printer's blindstamps. Copyright logo and stamped text on verso (see alternate photos). With publisher Ronald Feldman Fine Arts, Inc. and Alan Brown Gallery labels on verso of frame. Edition I/X aside from edition of 190. Foundry/Publisher: Ronald Feldman Fine Arts, Inc. New York; Printer: Rupert Jasen Smith, New York.
A bright and beautiful impression - this dramatic screenprint from 1985 was part of Andy Warhol's iconic Ads portfolio, inspired by popular advertising campaigns and logos in contemporary American culture. It is the first of only ten numbered in Roman numerals (I/X) originally designated for Paramount VIPs and top advertisers.
The advertisements Warhol chose for this portfolio were not simply a means to sell products; they had become an integral part of American life and culture, featuring memorable and household-name products and celebrities."Paramount" from the Ads Portfolio is a dazzling illustration of Andy Warhol's deep understanding of the power of corporate branding in America: in his depiction of the original Paramount Pictures logo, Warhol colorfully highlights the Elkhorn Mountains of the Blue Mountain Range in the Pacific Northwest of the U.S. that the Hollywood studio appropriated -- cleverly reminding the viewer that through the power of corporate branding, an important piece of the American landscape would no longer be associated with its actual geographical location; it would instead become an enduring symbol of Tinseltown.
This Warhol piece also has excellent provenance: it is in its original 1980s frame that bears the label on the verso of the print's publisher, Ronald Feldman Fine Arts Inc. in New York. It also bears a label from the Alan Brown Gallery in Hartsdale, New York. It had previously remained in the same Stamford, Connecticut collection for about a quarter century. The recto bears the distinctive blind stamps of both the printer and publisher, and the verso bears the copyright stamps of Warhol and Ronald Feldman Fine Arts, Inc. as well as text regarding the use of the Paramount Pictures logo.
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