The Untold Story of Jenö Grunfeld: From Nazi Escapee to Cannes Advertising Pioneer
For generations of moviegoers, the name Movierecord has been synonymous with the prelude to cinematic experiences. But behind the agency that manages advertisements in hundreds of theaters lies a remarkable story of survival, resilience, and reinvention – the life of its founder, Jenö Grunfeld, who lived under multiple identities as Eugene, Eugenio, or Johnny Garry. Now, his grandson, documentary filmmaker Antonio Grunfeld, is reconstructing this complex history, revealing a past marked by flight from the Nazis, involvement in the French Resistance, and a surprising ascent within Francoist Spain.
Early Life and Escape from Nazi Persecution
Born in 1909 in what is now Slovakia, Jenö Grunfeld grew up in Niyregihaza, Hungary. His comfortable upbringing was shattered by his father’s sudden death and the rising threat of Nazism. As documented in family legal records, the Grunfeld family faced increasing hardship, with his mother struggling to manage the inheritance and provide for her children. This pressure, coupled with the escalating persecution of Jews, prompted Jenö and his brother Rudolph to flee to Belgium.
With the outbreak of World War II, their youngest brother, Zoltan, joined them. The brothers initially found work in a Brussels hotel, but soon became involved in the French Resistance. This period of their lives, marked by clandestine activities, remains shrouded in mystery, as Jenö was reluctant to discuss these years with his grandchildren, admitting to actions he considered “horrible.”
A Daring Escape Across the Pyrenees
The Grunfeld brothers were eventually arrested and imprisoned. They managed to secure a temporary release by convincing a prison director they possessed a hidden fortune, a ruse that allowed them to escape. In December 1942, they fled to the French Pyrenees, guided by local contacts, and embarked on a perilous journey across the mountains to reach Spain on Christmas night. Wounded and near freezing, they were apprehended by the Spanish Civil Guard upon crossing the border.
Internment and Reinvention in Spain
The Grunfelds were interned at the Rocallaura spa in Lleida, Spain, a facility that housed refugees fleeing Nazism. There, they adopted novel identities – John and Robert Garry – and immersed themselves in the spa’s vibrant cultural life, which included conferences, poetry readings, and even a magazine.
The Rise of Movierecord and the Cannes Advertising Festival
Following their release, Jenö Grunfeld, now known as Eugene, built a successful career in Spain, navigating the complexities of Franco’s regime and forging connections with the elite. He co-founded Movierecord in 1954, which quickly became a dominant force in the Spanish advertising market, managing over 2,200 screens across the country today. Movierecord also played a pivotal role in establishing the Cannes Advertising Festival, a precursor to the current Cannes Lions, where Grunfeld and his partners mingled with high society.
Unraveling the Family Mystery
Antonio Grunfeld’s journey to uncover his grandfather’s story began after discovering a photograph of Jenö and his father at the inaugural Cannes Advertising Festival. This discovery prompted him to connect with relatives in Belgium and piece together the fragments of a life lived under the shadows of war and political upheaval. His documentary aims to not only chronicle his grandfather’s extraordinary life but also to confront the gaps in the narrative and explore the personal impact of a family history marked by secrets and loss.
Grunfeld is currently seeking funding to continue his research, which includes further investigation into the circumstances surrounding his grandfather’s early success and the identity of a mysterious benefactor who may have played a crucial role in his reinvention. The film promises to be a compelling exploration of identity, survival, and the enduring legacy of a man who defied the odds to build a new life from the ruins of the old.