A24 Fpuo Cover 01

For Promotional Use Only

For Promotional Use Only is a collection of film promotion memorabilia from A24 featuring 160+ artifacts from Hollywood marketing excess and ingenuity.

Order worked with the A24 team and photographer Brian Kelley to document and chronicle this unique collection celebrating the boom-era of movie promo from 1975–2005.



Brian Kelley

As the blockbuster era took hold of the film industry, promotional items and merchandise became marketing kingpins for new movies in Hollywood.

A24 Fpuo Intro 01
A24 Fpuo Intro 02
A24 Fpuo Intro 03

To capture the context for how these items came to fruition, the book features a foreword by Roger Corman, an essay by Lindsay Zoladz, and an oral history of movie memorabilia by Caroline Golum.

A24 Fpuo Intro 04

In recent years, collectors such as Julio B. from Movie Promotional Merch Unlimited have documented their own collection of these past relics.

A24 Fpuo Intro 05
A24 Fpuo Intro 06

As the experience of cinema and marketing moved digital, these artifacts remain windows into a unique and specific era of promotion.

A24 Fpuo Bk 01

Photography by Brian Kelley

A24 Fpuo Bk 13
A24 Fpuo Bk 03
A24 Fpuo Bk 04
A24 Fpuo Bk 05
A24 Fpuo Bk 06
A24 Fpuo Bk 07
A24 Fpuo Bk 08
A24 Fpuo Bk 09
A24 Fpuo Bk 10
A24 Fpuo Bk 11
A24 Fpuo Bk 12
A24 Fpuo Type 01

Kellar's own unique typographic personality compliments both the era and collection featured in the book.

Designed by Alex Chavot and released by Apex Type Foundry

A24 Fpuo Type 02
A24 Fpuo Cover 03
A24 Fpuo Cover 04
A24 Fpuo Cover 05
A24 Fpuo Cover 06

A silkscreened clear PVC jacket covers the two-color buckram cover.

A24 Fpuo Cover 07
A24 Fpuo Cover 08

Format: Hardback
Size: 210mm x 280mm
Pages: 236

A24 Fpuo Cover 09
A24 Fpuo Detail 01
A24 Fpuo Detail 02
A24 Fpuo Detail 03
A24 Fpuo Spread 01
A24 Fpuo Detail 04
A24 Fpuo Detail 05
A24 Fpuo Detail 06
A24 Fpuo Spread 02
A24 Fpuo Spread 05
A24 Fpuo Spread 06
A24 Fpuo Spread 07
A24 Fpuo Spread 03
A24 Fpuo Spread 04
A24 Fpuo Detail 07

The straightforward, strictly gridded layout allows for both details and overall forms to be highlighted.

A24 Fpuo Detail 08
A24 Fpuo Spread 05
A24 Fpuo Detail 09
A24 Fpuo Spread 09
A24 Fpuo Spread 10
A24 Fpuo Detail 10
A24 Fpuo Detail 11
A24 Fpuo Spread 08
A24 Fpuo Detail 12
A24 Fpuo Cover 10
A24 Certificate 01
A24 Certificate 02

All items featured were auctioned off by A24 with the benefits going to the Vidiots Foundation, L.A.'s most iconic gathering place for film lovers and makers since 1985.

To certify their authenticity, each came with a completed certificate.

A24 Fpuo Lighter 01

Additional promotional lighters, postcards, and posters were all made to celebrate both the auction and release of the book.

A24 Fpuo Buttons 01
A24 Fpuo Lighter 02
A24 Postcard 05
A24 Postcard 01
A24 Postcard 02
A24 Postcard 03
A24 Postcard 04
A24 Fpuo Poster 01
A24 Fpuo Pile 01