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.
The artwork on the half-sheet may or may not be the
same as that of the one-sheet. The NSS number
is normally found on the lower corner, as is the case with the one-sheet,
but can also be found on the side.
Half-sheets were normally sent to the
exhibitors in rolled tubes. However, there were times when they were folded
into quarters for mailing. 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.
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Half-sheets were first introduced by movie studios
in the 1910's, shortly after the release of one-sheets
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 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,
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.