Shortly after the release of one sheet posters and lobby cards, studios realised the need for more versatile advertising. The half sheet (literally meaning half the size of one sheet with dimensions - 22"x28") posters, printed on card stock, were introduced in 1910s. Usually studios employed alternative printing, for the full and half sizes, if the full sheet has bright lithographic print, the half sheeter used dull dyes. Both were mounted side by side with inserts and snipes inside single screen theatres that were still presenting one release at a time. They are easier to frame, collect and carry.