In the mid-1980ís, movie studios began
to take back control of their movie paper advertising, phasing out the
use of National Screen Service. It was at this
time that many of the standard paper sizes, such as the inserts,
half-sheets, and heralds were no longer
useful in the new multi-screen theatres. In their place, studios chose
to supplement their use of one-sheets with
newer advertising tools, including the mini-sheet.
As its name implies, the "mini-sheet"
is simply a small poster, printed on poster paper. They come in a variety
of sizes, depending on the studio and the film. In many cases, the mini
sheet is an exact duplicate of the one-sheet, only smaller. The size of
mini sheets can range from that of a half sheet down to almost that of
a herald, depending on the purposes outlined by the studio. Quite often,
mini sheets are printed as advances to help generate interest in the film.
AS A COLLECTIBLE
While the mini sheet can be displayed
in the lobby, it is most often used in connection with special promotions
or giveaways. Since mini sheets are frequently given away at movie premieres
or special screenings, they are printed in greater numbers. They are used
in the same manner as the herald. As a result, the mini sheet is moving
more into the promotional paper category.
Many hard line movie art collectors
have not accepted the substitution of the mini sheet for inserts, half
sheets, window cards, lobby cards, etc. However, mini sheets are gaining
popularity with many new collectors because of their frameable sizes and
because they most often look identical to the one sheet.