AMC Orange Mall 6

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Uploaded on: July 27, 2014

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Newspaper ad template for AMC’s Orange Mall 6 Theatres and Fashion Square 4 Theatres in the 1970s.

Since this was before the advent of personal computers and desktop publishing, the preparation of the ads was a very hands-on effort. Pressbooks, provided by the studios contained a wide range of promotional content for each film and also typically included pages of advertising clip-art in various sizes. To prepare the newspaper ads for the Orange Mall 6 and Fashion Square 4, the manager (or whoever was charged with the task that week), would use an X-Acto knife to cut out appropriately sized, film-specific artwork and text. Using rubber cement, the selected clip-art pieces would then be glued to the ad template. Finally, showtimes would be added and the ad delivered to the newspaper. (Some sample clip-art from that period can be seen in one of the other photos in this section.)