The
insert card was one of the more popular sizes created by the motion
picture industry. Inserts measure 14" x 36" and were printed
on a heavy card stock, which made them more sturdy.
Because of their frameable size, they were used through the lobby
in special smaller displays.
HISTORY
Inserts
are one of the earliest forms of movie advertising that were created
by the industry itself in the 1910's. Inserts 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 inserts look better close up than
they do when viewed from a distance.
Inserts
were a main tool in the advertising arsenal until the 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,
etc.
Collectibility
Inserts
are extremely popular with collectors for a number of reasons. Because
it is smaller than the one-sheet, it is a lot easier to frame and
display. Also, the insert is printed on a heavy card stock material,
which makes it easier to handle and hard to damage.
While
it is preferable to have rolled inserts, a folded insert is not uncommon
and does not necessarily detract from its value if it was folded when
sent initially to the theatres. If an insert was initially sent to
theatres in rolled condition, and subsequently folded for some other
reason, it can detract from its value.
Points
of Interest
