Usually tied in to a third party retailer or distributor. The toy promotions in McDonalds Happy Meals are an example of premiums. These sketches are also used as reference by the production designer, set decorator and director of photography. The crew can see each shot illustrated and can get an idea of how the director is visualizing the shot. Shooting Boards are also used to present ideas to the agency, client, and sometimes the producer.
Accurate boards mean less time, less re-shoots, less money.
On feature films, shooting boards are generally used for difficult or action sequences. They are drawn in a film ratio of 3x5 inches. Usually they're color and 5x7 inches in size.