During the early years of motion pictures, theaters across the country shunned studio-produced promotional displays and instead hired their own artists to paint movie posters that would better entice ticket buyers.

Because they had to work ahead of the film's schedule, most of the artists never even saw the vintage posters they depicted and had to rely on publicity photographs -- or just their own imaginations.

Then after the movies finished their runs -- usually in a week -- new posters would appear and the old ones would disappear, never to be seen by the public again -- until now.

The Academy of Motion Picture Arts and Sciences has just released "Now Playing", an oversized coffee-table book jammed with full-page reproductions of the best of lobby art.

"It seems as if every theater in America had its own in-house poster artist," said the book's author, Anthony Slide. "All the theater chains would have artists designing posters for that chain."

The decline of theater artists began in the late 1930s, when the National Screen Service made deals with the studios to exclusively supply coming-attractions posters and other publicity materials to the theaters.

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