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Even today, press books are commonly distributed in press kits when a new film opens. But during the studio era, an d particularly during the 1930s, the art of the press book was at its height. Press books contained press releases for journalists, exploitation advice for exhibitors, and tie-in products for store-owners. They also served as catalogs, hawking the posters, lobby cards, and cardboard cut-outs mass produced for theatrical display. The press book for Gold Diggers of 1937 is an unusually artful and elaborate example of its kind.