24x36: A Movie About Movie Posters is a love letter to the lost art of movie posters. Seen only as marketing tools by studios, artists have never been given proper credit for their work, with the original paintings often disappearing after they are turned into posters. To make matters worse, a move was made towards generic "floating head" posters, which increase recognition by audiences, but cannot be called works of art. This has lead to the creation of companies such as MONDO, who create new illustrated posters for classic films.
If you ask the general public, they likely wouldn't care how artistic a movie poster is. In fact, 24x36 features a focus group for a fictional film, which demonstrates that people will often choose the generic photoshopped poster over the illustrated one. At the same time, a huge collector culture has arisen, who purchase limited edition screen prints created by independent artists. Altogether, 24x36 is a must-watch documentary for collectors and cinephiles alike.