Fans of The Lone Ranger know of the time when actor Clayton Moore, in late 1970s, was served an official cease and desist letter -- restricted from wearing the black domino mask that was part and parcel of The Lone Ranger character. The court of public opinion rode on the ride of Moore, some so far as to boycott The Legend of the Lone Ranger (1981 motion-picture). But the history of campaigns siding with the television actor could be a book in itself. As if a disco record entitled “Keep the Mask on The Lone Ranger” issued in late 1979, from Meridian Records, was not enough to warrant curiosity, there was an independent "adult comic book" published in 1980 titled Mondo Montana, by artist Frank Ponikvar and his friends.
Ponikvar wrote and published a 68-page comic book hot off Missoula’s own Acme Press and was meant to help gain support for Clayton Moore. Die-hard fans of The Lone Ranger have been seeking this particular comic solely for the contents -- and the scarcity.
“It is a mixture of art and literature from Missoula,” Ponikar explained to a local newspaper in Montana. “It is a magazine that entertains and enlightens. It is for anyone who is adult and intelligent.”
The publication was meant to resemble the underground comic books of the 1960s, although Ponikvar maintained it was not underground because it could be obtained “over the counter” and was “acceptable to anyone.” Mondo Montana, like its predecessors, Missoula Scandals (published the winter prior) and Missoula Comix (published in the summer of 1978) featured the zany art and gutsy literature of more than 25 artists and writers. Contributors included a U.S. Forest Service employee, a high school student, several University of Montana students, a waitress for the Mammyth Bakery, a local musician, an art professor from Eastern Montana College in Billings, a private investigator from Los Angeles, and a science-fiction illustrator from Olympia, Washington.
Ponikvar admitted that he was expecting to break even and not make a profit, especially because only a total of 1,000 issues were printed. The limited printing did not stop fan letters from pouring in from all over the globe. From Kalmar, Sweden; Madison, Wisconsin; Southfield, Michigan, and San Jose, California. The publication did elicit letters of praise, such as one from Robert Crumb, creator of the cartoon character, Fritz the Cat, who wrote “It’s so interesting to me that I wanna go there and check out the place.” An employee of Kovacs Comic Book Shop in Cleveland, Ohio, however, did not offer a word of praise. “Here’s your comic back,” their letter read. “This has to be the worst piece of garbage anyone ever dared to call a comic.”
The cover of Mondo Montana featured an exclusive photograph of Clayton Moore, taken by Sue Geston Bridges, wife of actor Jeff Bridges, set photographer for the movie Heaven’s Gate, and staff photographer for The Los Angeles Times. The photograph was the last taken of the actor before his black face mask was taken away through legal action by the producers of The Lone Ranger. The comic book beseeched its readers to “protest corporate dominance” and boycott any new Lone Ranger enterprises. The issue also included a large black mask which readers were urged to cut out and wear to preserve “Clayton Moore’s livelihood.”
The content varied from short stories to a satirical jab at the telephone company. There was poetry, such as “Historical Eggs at the Oxford Café,” to a comic strip that captured the life of the Harley Davidson motorcycle cult that hung out at Luke’s Tavern. There was a page dedicated to “Pet Astrology,” a horoscope column that discussed the star signs of Fido and Boots, among others.
Ponikvar devoted not just the front cover but also page 66 of Mondo Montana to the “save the mask” campaign. The magazine featured a black mask that readers were urged to cut out and wear in protest of “corporate dominance.”
“The producers of The Lone Ranger have stripped Clayton Moore of his mask,” Ponikvar wrote. “Boycott any new Lone Ranger enterprises. Support individual freedoms… Clayton Moore’s livelihood depends on his mask. His image (an original art piece) was cultivated only by his talent. Artists deserve more than this while they’re alive. Support the artist while he is alive. Let us devote the practice of milking one’s image after death.” In addition, Ponikvar initiated a letter-writing campaign, urging readers to write to Moore through the Missoula Comix office. “All they have to say is, ‘We want to save the mask,” Ponikvar said.
“What is happening is this,” Ponikvar explained. “By popular demand, a corporation is going to have to turn over the right to the mask to Moore or they’re going to lose money through the boycott. His fans respect the fact that he (Moore) should have the mask. We don’t want someone like him to die unnoticed in a hotel room somewhere.”
I have never seen this available on eBay in the last decade. None of the comic book vendors were even aware of it when I told them about the long-rumored comic. Curiosities like this, not listed in price guides, are often sold for low prices because even the vendor is uncertain of the value.
If you are able to find a copy of this comic book, or come across it in your travels, there is a good chance the vendor selling it won't know of the scarcity -- grab it while you can.
