HERALDS

Heralds were first used as early as the 1910's. Heralds were essentially 5" x 7" or 6" x 9" one page flyers. Some heralds were larger in size, and some were more than one page. Printed as an inexpensive ad flyer, the herald quite often would include a picture of the star or stars and general Information about the movie. One herald was normally included in the press kit, or campaign kit that was sent to the movie exhibitor.

The theatres would take the herald and make copies to be handed out by theatre employees on street corners or in front of the theatre. The theatre also had the option of several secondary printers that were set up to sell the heralds in quantities. These independent printers were usually listed in the press kit.

Notice this ad for heralds from the pressbook for the 10 Commandments. You could choose a large or small herald.

Heralds were used up until the mid-1970's, particularly for major promotional campaigns. Below is a 4 page herald for Shaft that was included in the presskit. Notice that on the back cover is the printing information where the theater information would normally be printed.

Heralds are considered collectible but do not command the same dollar value as do the movie's posters. Heralds were distributed by the thousands directly to the public, which lessens their value as a collectible. To a collector, however, heralds are far more affordable.

In the shake up of materials in the mid 1980s, theaters moved to using mini sheets and promo cards as mass giveaways instead of heralds.