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Black-and-white Films Promoted in Color

Despite the fact that most films until the 1950s were black and white, most lobby cards were printed in full color to convey the excitement of the film. Many lobby cards were printed using the photogelatin process from the 1920s until the 1950s. Some cards required special inks, which were sometimes mixed by the artists with their own secret formulas. 

Studios often employed famous artists to design theses posters.  For example, Peruvian-born artist and illustrator Alberto Vargas (1895–1983), who became best known for creating the pinups “Vargas girls” that appeared in the pages of Playboy during the 1960s, designed the Flame of New Orleans poster. 

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