It’s a Wonderful Life Italian photobustas image courtesy Heritage Auction Galleries

Director Frank Capra and RKO Radio Pictures delivered the delightful It’s a Wonderful Life to movie theaters in 1946. Both original and reissue promotional material from this holiday classic are huge collector favorites, with the standard one sheet poster valued at over $6,000.

James Stewart and Donna Reed Star in It’s a Wonderful Life

Based on the short story “The Greatest Gift” by Philip Van Doren Stern, It’s a Wonderful Life was filmed at the RKO Ranch in Encino, California, during the hot summer of 1946. Written for the screen by Frances Goodrich, Albert Hackett, Frank Capra and Jo Swerling, the movie features James Stewart (George Bailey), Donna Reed (Mary Hatch Bailey), Lionel Barrymore (Henry F. Potter), Thomas Mitchell (Uncle Billy), Henry Travers (Clarence), Beulah Bondi (Mrs. Bailey), Frank Faylen (Ernie), Ward Bond (Bert), Gloria Grahame (Violet Bick), H.B. Warner (Mr. Gower), Frank Albertson (Sam Wainwright), Todd Karns (Harry Bailey) and Samuel S. Hinds (Pa Bailey).

The film centers on small-town citizen George Bailey and his life in Bedford Falls. On Christmas Eve, a despondent George discovers that his business has an $8,000 deficit. He then makes the wish that he had never been born, with his guardian angel Clarence showing him the dire consequences of such a reckless request.

It’s a Wonderful Life opened in New York City on December 20, 1946. And although it lost $525,000 during its initial release, this charming slice of pure “Capra-corn” later found its audience, earning its holiday stripes as one of the world’s most beloved motion pictures.

It’s a Wonderful Life Original Movie Posters

Original posters from It’s a Wonderful Life are expensive, and are often the exclusive province of deep-pocketed collectors. The movie’s standard one sheet poster, picturing Jimmy Stewart tossing Donna Reed into the air, is always in demand. Measuring 27×41-inches, one stunning example preserved on linen in fine/very fine condition brought $6,572.50 at auction.

Other original 1946 posters of varying sizes are also available. They include the following, with auction result duly noted: insert poster, 14×36-inches ($5,078.75); half sheet poster, 22×28-inches style B ($7,170); half sheet poster, 22×28-inches style A ($6,572.50).

It’s a Wonderful Life Foreign and Reissue Posters

The various foreign-issued posters are also big with collectors. A 1956 reissue Italian photobusta poster titled La vita e’meravigliosa is valued at almost $500. The 1948 French poster, set in a dark blue background and picturing James Stewart doling out money during the famous bank run scene, is also attractive and can sell for over $600.

Other posters can be found from such countries as Spain, England, Argentina, Belgium, Poland and Australia. One Australian daybill poster, measuring 13×30-inches, sold at auction for $1,600.

It’s a Wonderful Life was later re-released in the United States, resulting in the production of additional posters. For those on a limited budget, a 1990 reissue poster can be acquired for around $50.

It’s a Wonderful Life Lobby Cards

RKO’s It’s a Wonderful Life produced the standard eight card lobby set in 1946. These colorful gems, measuring 11×14-inches, were displayed in movie theater lobbies in order to promote the film.

Because of the demand, It’s a Wonderful Life lobby cards are generally sold individually. The title card, considered by many collectors to be the most desirable, is expensive with one example fetching $1,015.75 at auction.

Other lobby cards and their auction results include the following: James Stewart, Donna Reed and Carl “Alfalfa” Switzer in the Charleston dance contest scene ($478); James Stewart romances Donna Reed after the dance ($493.54); James Stewart confronts Lionel Barrymore at the Bailey Building and Loan ($310.70); James Stewart and Donna Reed marry ($448.13); James Stewart turns down Lionel Barrymore’s job offer ($358.50): James Stewart courts Donna Reed ($1,434).

It’s a Wonderful Life Pressbook and Movie Stills

A big attraction is the It’s a Wonderful Life pressbook, which features the movie’s entire promotional campaign via sample posters, lobby cards and inside information. The latter features the nugget that it was Cary Grant who brought Philip Van Doren Stern’s story to the attention of RKO, who then bought the movie rights with Grant as the intended star. An uncut 1946 pressbook in excellent condition is valued at approximately $500.

Various promotional 8×10 stills were produced for the film. The 1946 originals can bring several hundred dollars each in excellent or better condition. 

It’s a Wonderful Life Movie Reviews and Advertisements

It’s a Wonderful Life was reviewed by a number of periodicals of the era. Some collectors pursue complete editions carrying these thumbs-up/thumbs-down critiques or feature stories. The hot issues include Life (12/30/46), Variety (12/25/46), Time (12/23/46), Newsweek (12/30/46), The New Yorker (12/21/46), Theatre Arts (2/47), The New York Times (12/23/46), The Nation (2/15/47), Commonweal (1/3/47), The New Republic (1/6/47) and Scholastic (2/3/47).

Clipped movie ads are also big with collectors. A full-page It’s a Wonderful Life advertisement can be found in the January 13, 1947, issue of Life. Dealers often price these at $15-20.

It’s a Wonderful Life Miscellaneous Movie Memorabilia

Check out these auction/set sale results for miscellaneous memorabilia:

• Collection of 30 signed typewritten letters from James Stewart to fan Virginia Heilman 1945-49, including one which reads, “It’s a Wonderful Life finally wound up and I’m off on a deep-sea fishing trip with Hank Fonda…” ($1,035)
• Original radio script for the 1947 It’s a Wonderful Life broadcast on The Lux Radio Theatre starring James Stewart and Donna Reed ($125)
• Keybook 8×10 b/w still featuring Stewart and Reed doing the Charleston at Beverly Hills High School ($334.60)
• 1963 Spanish reissue one sheet movie poster ($131.45)
• December 1989-January 1990 issue of Modern Maturity featuring It’s a Wonderful Life cover story ($10)
• The It’s a Wonderful Life Book by Jeanine Basinger, Alfred A. Knopf, 1986 ($20)
• Jimmy Stewart autographed vintage b/w photo ($262)
• Frank Capra signed 1941 movie document ($145)
• Donna Reed autographed vintage b/w portrait ($100)
• Lionel Barrymore signed one-page handwritten letter ($178)

“Merry Christmas, Mr. Henry F. Potter!” James Stewart shouts to the town miser.

Nice touch, but some fans prefer the Saturday Night Live version, where the angry citizens of Bedford Falls storm Old Man Potter’s mansion. Hee haw!