The Indian (and Hindi) film industry has been shaping, influencing and contributing to our culture since the early beginnings of cinema, creating on-screen heroes and heroines that capture millions of hearts. Hindi films have sculpted the cultural phenomenon that is popularly known as ‘Bollywood.’

Present day pre-release publicity includes social media and television campaigns, trailers, pre-released footage, and even posters. However, before the times of modern technology, social media and the internet age, filmmakers promoted their films with the creative means then accessible to them. There was a heavy artistic emphasis places upon their printed publicity materials.

Although these were created primarily for film promotion, they are undoubtedly works of art themselves, Before the rise of photography and printing technology, prototypes of a lot of these were hand-painted in vivid colour and imagery and then printed for publicity… These now hold historical, cultural and artistic value, serving as physical collectibles representing some of India’s finest and most popular Hindi films, whilst celebrating the talented artists who were associated with these materials. As an integral part of the rich and varied cinematic history, they represent the niche the Hindi film industry has carved for itself in the world of art, culture and entertainment.