Excalibur Original Insert Movie Theater Lobby Poster 14"x36," rolled, heavy stock, excellent condition. Due to its more diminutive size and higher quality paper stock, this vintage Excalibur insert-format movie poster will display (and frame) very nicely.
For those unfamiliar with the "insert" format, the "insert" is a vertical format American movie poster, measuring 14" x 36", generally issued rolled and on thicker stock paper. Their smaller size makes them popular with collectors. Inserts from the 60's and before were often issued folded. Insert posters are generally much rarer than one sheets. Studios stopped issuing inserts in the early 1980's. Below is a little deeper dive, courtesy of, appropriately enough, www.learnaboutmovieposters.com:
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.
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.
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."
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