In order to create an early "buzz" around a new
film, many movie studios will issue what is known as an "advance"
or "teaser" movie poster. These advertising materials are distributed
to theatres and film distributors well in advance of the film's projected
release.
When discussing advances with older collectors, you need
to remember that there is a difference between an Advance and a Teaser.
Even though both are used to promote the film before the
release, a Teaser has no credit information at all, so teasers are advances
BUT not all advances are teasers.
Generally speaking, most advances are released as a
one-sheet or two-sheet, although other sizes
can be used.
Depending
on the film’s promotional plan, the advance sheet may be identical or may
differ significantly from the regular issue one-sheet (the one issued with
the release of the film).
NOTICE: the advance on the left. This 1918 advance for the
Golden Wall is one of the earlier advances that we have on record.
In some cases, the artwork may be completely different and
not include the normal credit information, this is called the Teaser.
In some cases, the studio may choose to issue a series of
advance sheets – either giving a little more information about a film with
each advance, such as the 1992 release of Dracula OR using the series to show
the main characters, called Character Advances.
In other cases, the artwork is identical to the regular issue
except that it will contain the projected release date. This is also used
sometimes as the 'Final Advance' when a series of advances were issued.
While there is no set standard for an advance one-sheet,
it will normally have one of these distinctions:
-
The word "Advance" or "Teaser"
in the lower bottom corner.
-
The abbreviation "Adv" in the lower bottom
corner.
-
Words like "Coming Soon" or "In Theatres
This Summer" somewhere on the poster, usually on the bottom.
-
The projected date of release.
-
No or limited credit information.
On films with smaller budgets, only a one poster is issued
which is used as both the advance and the regular.
