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.
x 60ís normally feature the same artwork as the one-sheet. The
National Screen Service number is normally found on the bottom right
border AND the top left border (upside down). 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 sometimes used as a standee.
Additional re-enforcement was placed on the back so it could be stood
up in the lobby.
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 todayís movie market.
AS A COLLECTIBLE
40" x 60"ís were printed in
smaller numbers than were other sizes of advertising materials. Due to
their beautiful artwork and their limited release, 40" x 60"ís
are sought-after by some collectors that like the larger paper. Since
these materials were shipped to the exchanges in rolled condition, 40
x 60ís lose some of their value if they are folded.
For a list of images of 40x60's in the
MoviePosterDataBase, click here