Before computers and social media, movie heralds were one of the ways for theaters to promote the films they were showing, or were about to. First used in the 1910's, heralds were one or two page 5" x 7" or 6" x 9" flyers, some larger and some with multiple pages. They were often included in the film studio's press kit, which was sent to the exhibitor. Copies were made of the herald and they were passed out in front of the theater or street corner to passersby.
Heralds stopped being printed in the 1970's, and replaced with postcard-sized promos. Now, the internet supplies most of the promotional advertising for movies, which makes movie heralds attractive to the collector of movie memorabilia. They were printed in the many thousands, so they are not as valuable as other advertising, such as one-sheets and window cards.
Here are several examples of movie heralds from classic monster movies. They are currently up for bid at Heritage Auctions, Dallas, Texas.
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