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Page 14 The Antique Shoppe September, 2017
Hollywood Treasures

SOUVENIR BOOKLETS OF THE SILVER SCREEN

by Roy Nuhn

The American public's intense and passionate love affair with motion Since the middle of the 1940s, the standard size was approximately 8x10
pictures and the Hollywood dream factory is as old as cinema itself. Small inches. Booklets published prior were generally small; and those dating
wonder then that tens of thousands of fans eagerly collect and cherish all sorts from 1910 to 1920, even smaller. Exceptions are invariable associated
of memorabilia from the magical world of tinsel and celluloid. with Hollywood's superhits and blockbusters.
Anything and everything associated with films of the last one-hundred-plus These souvenirs were handed out or sold exclusively in theater lobbies,
years is avidly collected. The list runs from a crudely printed announcement often at a special stand next to the ticket taker. Sometimes they were
for an itinerant tent show of the 1890s to the highly available in advance of the film's showing. In later years,
prized 1933 "King Kong" press book or Judy Garland's they began appearing on magazine racks in retail outlets,
fabled slippers from "The Wizard of Oz." including supermarkets.
Posters of all sizes, lobby cards, press books, Practically all booklets printed prior to 1940 came
and publicity photos are top favorites, but the once softbound; afterward, both hard and soft were the norm.
plentiful treasure trove of vintage film relics is quickly But during the last 40 or,50 years, the softbound format
disappearing into collections. has dominated.
One cinema collectible, however, still remains The use of souvenir movie booklets peaked between
relatively plentiful: souvenir movie booklets. These 1950 and 1970. The few issued since were issued mostly
were given away free or sold for loose change in theaters for use at the premiers of special films like "Superman -
during the film's showing. Today, prices for such booklet, The Movie" and "Star Wars." Most were available only
especially those dating from the middle of the last at flagship theaters in the large-sized East and West coast
century onward, are still reasonably priced. cities - so unlike the olden days, when such booklet could
For years moviegoers happily picked up these easily be found in large and small movie houses alike
commemorative booklets and everywhere. When all is said and
brought them home as keepsakes, done, the booklets have ceased
as well as to read and share with being a part of the entertainment
family members. But eventually scene for quite some time now.
these mementos ended up in attics But the oldies remain for
or cellars keeping company with collectors to find and treasure.
other unwanted items. But now Quite elusive is the souvenir
these once forgotten bits of movie booklet for that all-time classic,
memorabilia are coming out of "Gone With the Wind." Larger
hiding.
Souvenir movie booklets were than the standard of the time,
first introduced shortly after the due to the extravaganza nature
of the movie, it measures 10x12
turn of the 20th century, probably
around 1910, a time when feature inches and contained 20 pages,
films of many reels had become most in color. The pride of many
standard fare. collections, it is one of the most
Those for such screen gems difficult to find.
as "Quo Vadis" (circa 1913) and Film Memorabilia and general
"Birth of a Nation" (1922 re- ephemera dealers and auctions
release of the 1915 epic) are among often offer pre-1955 books.
the most sought after of the earliest Collecting favorites reflect the film's
printings. uniqueness and appeal more than the
For well over several decades, tons date of its release.
and tons of cinema booklets were Souvenirs for such classics
handed out free to theater patrons, as "Gone With the Wind," "The
or sold for a dime or a quarter. The Wizard of Oz," and "South Pacific
price became $1.00 during the 1950s. are especially sought. Also in great
Containing photos, illustrations, demand are booklets from the Disney
behind-the-scenes articles, and star classics like "Fantasia," "Snow
profiles, they helped to spread the White and the Seven Dwarfs," and
word about the motion picture. They "Bambi."
were one item in an array of offerings Souvenir movie booklets of the
included in promotional kits made silver screen have become very
available by distributors to theater much a fascinating hobby - and a fun
owners to help hype the movie. one, as well.
These cinematic publications
usually had 16 to 56 pages, with the TOP CENTER: "The Ten Commandments" (1956), LEFT: "Cleopatra" (1963),
average being 40, and featured four-color covers that frequently duplicated the RIGHT: Another desirable item is the booklet for the great epic, "Gone With the Wind"
film's one-sheet poster. Many times the inside pages were also done in color. (1939), BELOW: Souvenir booklet for the classic sci-fi thriller, "Star Wars" (1977)