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US Index

30" x 40" POSTERS

30 x 40's measure 30" x 40" and are printed vertically on a very heavy card stock material.

30 x 40's were initially released in the US as advertising materials in the 1930's. They were primarily issued for major motion pictures only. They were displayed both inside (balconies, lobbies) and outside (bus, train, subway depots) of theatres. Their heavy card material made them more durable than paper.

Big Sleep 30x40 1954 reissueInitially, 30 x 40's featured the same artwork as the one-sheet but gave a more durable poster for outside advertising, but the 1950s and 1960s saw a wide variety of different artwork for 30x40s including dayglo and silk screening (like the one shown on the left).

The National Screen Service (NSS) number is normally found on the side on the poster, as opposed to the bottom right corner as is the case with one-sheets.

30 x 40's were normally shipped in rolled condition to the theatre exchanges and stored flat.

30 x 40's were a main tool in the advertising arsenal on major films until the 1980's.

30 x 40's were printed in smaller numbers than were other sizes of advertising materials. Due to their beautiful artwork and their limited release, 30 x 40's are sought-after by some collectors, but were never as popular as the one sheet, even though they were issued rolled. One possibility is that because they are card stock, once they start to crack, they show very poorly and are harder to restore. Since these materials were shipped to the exchanges in rolled condition, 30 x 40's lose some of their value if they are folded.

It was also very common for theater managers to FOLD the 30x40s, which reduces the value in the collectors market.

For a list of images of 30x40's in our archive, click here

This section is for reference use. Images found on this site are property of L.A.M.P. and are for reference purposes only with NO rights implied or given. See LAMP Disclaimer
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