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The documentary is about the era when film posters were drawn by hand. In the seventies and eighties a film's poster was made by an illustrator, and that picture was the film's identity. Then that ended: from the nineties studios began lining up photographs of the actors and the drawing disappeared. In the middle of the two thousands, independent artists and galleries started selling limited-edition screenprinted posters. Those prints began selling out online in seconds and a small but fast-growing business appeared; the studios started looking at illustration again too. Kevin Burke's documentary talks to poster artists of the older generation and to today's alternative poster artists. The title comes from the standard size of a poster: twenty-four inches by thirty-six. Eighty-one minutes. The film looks at its subject with admiration and does not much seek a critical distance.