Abstract: An enclosed pressure gravure roll coating applicator, particularly designed for applying pressure sensitive films to web types substrates, and method of operating such coater. A downstream blade and an arcuately spaced upstream blade are positioned with respect to a roll to be coated. An intermediate gap-forming body between the blades forms a running gap with the surface of the roll to be coated. Substantially air free liquid coating is applied under pressure to an offrunning chamber adjacent the offrunning blade with excess coating flowing through the gap to an onrunning chamber adjacent the upstream blade. The pressure in the onrunning chamber is regulated at a relatively constant positive value sufficient to prevent air from entering the onrunning chamber past the upstream blade.