Amazing enough.. 40"
x 60" posters measure 40" x 60" and are printed on a very heavy
card stock. They were primarily offered for major motion pictures only
and were displayed both inside and outside of theatres.
40" x 60"’s
normally feature the same artwork as the one-sheet. The
National Screen Service number is normally found on the side on the
poster, as opposed to the lower bottom as is the case with one-sheets.
40" x 60"s were normally shipped in rolled condition to the
theatre exchanges.
Because of it's size
and being on heavy duty card stock, the 40x60 was used several times as
a standee. Additional re-enforcement was placed
on the back so it could be stood up in the lobby. For a sample of this,
click here
.
HISTORY
40" x 60"'s were
first used as advertising materials in the 1930's for certain titles only.
Their heavy card material made them more durable than paper. They were
displayed in theatre lobbies, balconies, and bus, train and subway depots.
40" x 60"'s were primarily
discontinued in 1984 with the collapse of the NSS distribution
system. They are no longer used in today’s movie market.
AS A COLLECTIBLE
40" x 60"’s were
printed in smaller numbers than were other sizes of advertising materials.
Due to their beautiful artwork and their limited release, 40" x 60"’s
are sought-after by some collectors that like the larger paper. Since
these materials were shipped to the exchanges in rolled condition, 40"
x 60"’s lose some of their value if they are folded.
Card
Stock Chart
For
a list of images of 40x60's in the MPDB, click here
