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Horizontal Lobby Cards (Half Sheets)

In addition to standard sized lobby cards, 22” × 28” horizontal lobby cards were used by movie exhibitors, as well. They were printed using the same photogelatin process used with lobby cards and insert cards and were, as a result, better viewed up close than from afar. Horizontal lobby cards shared the same fate as standard lobby cards and inserts cards, that is, they were discontinued in the mid-1980s with the emergence of multiplex theatres, which lacked the advertising space required for display.

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