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Page 14 The Antique Shoppe March, 2018
POSTERS OF THE AMERICAN STAGE

by Roy Nuhn

Posters are best described simply were the first to publisher and in every city and hamlet on the circuit.
as enticing lithographic messages, realize the aesthetic advertiser copied The same was true for the many circuses
even though those printed since the possibilities of the idea and touring the country. Later, Hollywood
earliest years of the 20th century the poster and to untold thousands took over as the main customer, but this
were increasingly done by advanced develop its potential. of posters were was not until the late 1920s.
photo-electric means. A poster can be produced for every Poster designing to advertise
as small as a picture postcard or as 1890s poster for "A conceivable kind theatrical productions during the first
Rag Baby." Printer
large as an outdoor billboard. Though was the legendary of product. Soon two decades of the 20th century was
sizes vary up to 42 x 84 inches, they Strobridge Lith. Co. of America was responsible for employing the largest
are commonly 20 x 30 inches. Circus New York. → captivated with the number of America’s best artists.
posters from their earliest days until poster and went The big names were allowed to sign
recent times came as one-sheets (28 crazy over the their artwork and it is these artist-
x 42 inches) and other sizes up to A long running new fad. The peak signed posters that have evolved
100-sheet size which were panoramas musical comedy on years according into being much sought after by
spread across the entire wall of city Broadway, this poster to some observers poster art collectors. In fact, since
was created for its
buildings and railroad depots. last production in of the scene were most of these men and women free
Mention the word “poster” and 1908.↓ 1895 and 1896, lanced their talents among all paper
most of us conjure up visions of when the best ephemera producers, specialists in
Toulouse-Lautrec’s showgirls of the posters were actively preserved, Paper Americana of all types have
Moulin Rouge or Montgomery traded, bought and sold. Posters gravitated towards the poster.
Flagg’s legendary “I Want You for achieved a status closely akin to that The artist at work during the “Gay
the. U.S. Army.” Posters, however, of rare coins. It was also in 1896 that Nineties,” and afterwards, had to rely
were in reality a major medium an unknown artist, Maxfield Parrish, upon several methods to construct
of advertising and propaganda in won The Century Company’s poster his or her poster. Sometimes, the
those long-ago years before the competition. play’s manuscript, along with some
advent of television or radio. Most Poster collectors can choose photographs and a list of preferred
Americans lived their entire lives from among many categories. One, scenes, was given the artist. A small
surrounded by posters wherever they however, the American theater, has sketch was made and submitted to the
went. Though originally conceived long commanded a lot of attention. producers or director for approval.
for such utilitarian and transitory Broadly considered, such a topic Then the details were worked into
purposes, they developed into objects this basic design. Using a lantern,
of irresistible, decorative appeal and many artists threw the illustration
into a great collectible. upon a canvas, where it was painted
Undoubtedly the American in the size of the finished poster.
poster’s ancestry can be traced It was now ready to be transferred
back directly to the broadsides of to the stones, the heart and soul of
Colonial days used by merchants to lithography. The mediums used in
advertise their wares and services. From France the idea spread to such printing were oils, water colors,
The poster movement in Europe England and then to this country, and pastels. Craftsmen worked with
also contributed a great deal to its where Edward Penfield took up the oil crayons upon the stones. The
eventual popularity in America. challenge. Consider the founding men who finalized the designs of the
Use of posters in this country was father of American poster art, original artists were almost always
common in the years before 1870, Penfield used his position as Harper’s Germans or German-Americans.
but they were an uninspiring lot with Magazine’s Art Director to convince Fortunate was the artist who could
little illustration and generally poor his bosses to experiment with himself transfer his work to the
quality production. issuing small posters each month to stones; he or she then had full control
All of this changed during the advertise the magazine. Penfield did over their own works.
1880s and posters swiftly emerged as the artwork ↑ Archie Gunn poster The posters were now ready to be
fashionable and treasured advertising and they first (early 20th century). positioned into special holders inside
ephemera. This was due primarily appeared for and outside of the theater - be it on
to advancements in lithography, the April 1893 ← A 1907 theatrical Broadway in New York City or some
which permitted not only inexpensive issue, achieving poster signed Hamilton small-town “Orpheum” or “Palace”
printing with color for all types instant King. with seating capacities of the 100
of commercial needs but their popularity. or less. Touring companies, and
production at the rate of 1,000 per The practice spans well over a there were many of them, trekking
hour. The flowering of the “Golden endured for century of years since across the nation from late Victorian
Age” of American illustration, five more years the film industry times to the 1920s, placed them in
occurring nearly simultaneously, was with Penfield continues to use merchant windows all around town.
another significant factor. missing only posters even today to Today, while all posters are highly
The French were responsible for twice in getting promote its offerings. collectible, those connected to the
the original inspiration to create out a poster for The theatrical entertaining arts seem to possess a
advertisements that were artistic and each issue. world, starting with special appeal. Anything dating back
beautiful as well as functional. Cherat Thus began vaudeville, had a to the early years of the American
is regarded as the “Father of the the deluge and great need for posters stage, from the 1890s to 1920s, is
Poster” because he and his disciples soon every which could be used especially in demand.