Window Cards, originally a Hollywood promotional medium, advertised a film with its title, production credits and titular actors, with the film's artwork. As the name suggests, they were displayed outside movie theatres. Printed on heavier, cheaper card stock, they were placed in shop windows, salons, offices, clinics, bakeries and almost anywhere communities gathered. Coloured initially in the retrogravure process, and then in collotype or heliotype prints, they lack the detail and original vibrant colours of the poster, necessarily for cheap and bulk production. Standard Window Cards have a gutter space of 4' to 6' on top for theatres to staple their name, dates and show timings.