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Auction History Result 8r0572 IT'S IN THE AIR pressbook 1935 Jack Benny, full-color cover & poster images, ultra rare! Date Sold 5/13/2021 Sold For: Login or Register to see sold price. An Original Vintage Theatrical Movie Pressbook (pb; measures 14" x 20" [36 x 51 cm]; 14 pages). Also included is an ad supplement that has one page. (Learn More) It's in the Air, the 1935 Charles Reisner comedy ("Laughs! Thrills! Romance!"; "The sky's the limit for fun when five of your favorite comedy stars do their stuff in one hilarious merry-go-round of mirth! 14 miles in the air---for a new record in laughs!") starring Jack Benny, Uma Merkel, Ted Healy (most famous as the person who started The Three Stooges; they were first billed as "Ted Healy and his Stooges"; he let them go on their own, hiring replacement "Stooges", but that did not work out well at all!), Nat Pendleton, and Mary Carlisle NOTE: Click on linked names to see a biography. Important Added Info: Note that MGM, being the foremost studio of the 1930s felt they did not need to create wonderful posters for their movies, because they had so many top stars, so often their 1930s posters have simple artwork against a white background with a duotone photo of the top stars! However, they knew that they needed theater owners to book their movies, so they spent quite a bit more money on their pressbooks, often making them close to window card size, with an exact color recreation of the window card image on the cover of the pressbook, and the posters on the back cover in full color, and often a full-color sample herald, "tipped in" to the inside of one of the covers! However, they economized on the interior on these large pressbooks and used newsprint for the interior pages, which in almost every case has aged greatly and is fragile, if not brittle (see below for the exact condition of this pressbook). Note that pressbooks were prepared prior to a movie being released. Often, changes would be made in a movie advertising campaign (billing of actors, different images, etc.), and the theaters would print up special supplements that they would send out with the pressbooks that had already been printed. These supplements are very rare, far more rare than the pressbooks themselves! Some pressbooks would have no supplements, some would have one, and some would have several. Also note that we have provided an image of the front and back covers of this pressbook, and of course, the winner of this auction will receive the entire single pressbook we are auctioning (plus any supplements or heralds described above)! Also note that this pressbook is complete and uncut! Given that theater owners received pressbooks partly in order to create their newspaper advertising, and quite frequently cut them up for that purpose, it is rare to find a pressbook that IS complete and uncut! Condition: fair, NO CUTS. The pressbook is complete and uncut. However, the interiors of MGM pressbooks from this period were printed on a newsprint that was exactly like what was used in newspapers at that time, and it almost always ages terribly, resulting in incredibly brittle insides. The color covers were printed on a better paper, but they tend to chip around the edges. This particular pressbook has surface paper loss down the left and right of the cover and some scattered throughout the image. Learn More about condition grades 
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