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HALF-SHEETS

Half-sheets measure 22" x 28" horizontally (approximately half the size of a one sheet) and were printed on card stock, which made them more versatile than the paper materials. They were used in special sized lobby displays inside of theatres.

Studios called these pieces 22x28 lobby cards. Collectors named this poster the half sheet because of it's size. So if you look in a presskit, the poster will be listed as a 22x28 lobby card.

The artwork on the half-sheet may or may not be the same as that of the one-sheet.

Half-sheets were normally sent to the theaters folded into quarters which measured 11x14 and the same as the lobby cards. This made it easier for mailing. In the 1970s, it became popular to send them rolled instead of folded. Half-sheets were sometimes released in more than one style, such as Styles "A" and "B." In some cases the studio would issue one style using photography and one style using painted artwork on the other.

During 1968, NSS started the change from putting their NSS numbers in the bottom right border to putting them on the top of the left and right side borders.

HISTORY

Half-sheets were first introduced by movie studios in the 1910's, shortly after the release of one-sheet and lobby cards. They were initially printed using a brown-and-white rotogravure process. In the 1920's, studios began producing their card stock materials through a process known as photogelatin/collotype or heliotype. Because this process utilized duller dyes than did lithography, the colors of the half sheets look better close up than they do when viewed from a distance.

Half sheets were a main tool in the advertising arsenal until the mid 1980's. Prior to this time, most theatres had just one screen and one feature movie. A lot more advertising attention was given to each movie, with the theatre lobbies being covered with various sizes of advertising materials for the one feature presentation. With the advent of multiscreen, multiplex theatres, the same lobby advertising space had to be divided among all the films being shown. As a consequence of this, movie studios opted to phase out of most of the standard sizes and focus on one-sheets, mini sheets, standups, banners, mobiles, etc.

AS A COLLECTIBLE

Half-sheets are very popular with collectors, primarily because they are easy to frame. Most collectors prefer half-sheets that have never been folded; however, machine fold marks are acceptable.
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