about heralds
U.S. Heralds were made from the 1910s to the 1980s or so. Theaters would order heralds by the thousands (they usually cost around $3 per thousand!). They would then hire people to stand on busy street corners and pass them out to all who walked by. Since the vast majority of people looked at the herald for a moment and then threw it away, it is not surprising that not many heralds survive. Most heralds are a single sheet of paper that is folded in half, creating four small pages. The front of the herald usually has just the title of the movie and images of the stars (like a small poster) and the two middle pages usually have a lot of information about the movie along with more images (and sometimes these images are found nowhere but the herald). The back page is usually blank for the theater to print in their name and play dates, to let people know where the movie was playing and when. Sometimes one or more of the pages were full-color, and often some of the pages were two-color. A herald is usually the most inexpensive way to get an original item from a classic movie! Most pressbooks would have a sample herald glued in to the first or last page of the pressbook. Some of the heralds we offer came from theaters, and some originated from pressbooks. There is little difference except for the lack of local printing on the pressbooks ones (sometimes this is replaced with a list of the price of the herald in quantity).
      The nicest thing about heralds is that they often represent an extremely affordable way to purchase an original item from a classic movie, and often you get a full-color poster image! And also, sometimes they represent the only way you can find an original item from some movies where it seems that next-to-nothing else survives!

Want to know more about other poster types? Check out our Poster Types page!