In the absence of social media and other instant communication methods available with today's modern technology, early movie advertising relied on mostly printed materials to publicize their new films. One of the prime methods to convey an upcoming release was the movie herald. Usually a folded, four-page sheet, heralds advertised a film in a manner much like the large posters that were seen outside theaters. Emblazoned with titles and typefaces and dramatic photo elements, these promotional devices were designed to interest and excite the viewer into spending a few hard-earned pennies on a trip to the movies.
The 1931 FRANKENSTEIN movie herald shown here is a rare example. It's scarcity makes it highly sought after by collectors. This particular specimen is currently up for bid at Heritage Auctions. It is listed in Very Good/Fine condition, but the folds, creases, tears and missing paper makes it certainly seem more like a Fair/Good grading. Nevertheless, it is expected to end up selling for $500 - $1000.
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