Crossword Genius

It's out of the picture! (5)

Ross

I believe the answer is:

frame

I'm a little stuck... Click here to teach me more about this clue!

'the picture' is the definition.
(frame is a kind of picture)

'it's' is the wordplay.
I cannot quite see how this works, but
'it' could be 'e' ('e' can mean 'electronic' which is similar to 'IT') and 'e' is found within the answer.
The remaining letters 'fram' is a valid word which might be clued in a way I don't understand.
This may be the basis of the clue (or it may be nonsense).

'out of' acts as a link.

Can you help me to learn more?

(Other definitions for frame that I've seen before include "Unit of play in snooker tournament" , "Match unit in snooker" , "mould" , "Underlying structure" , "Stitch up!" .)

I've seen this clue in the Evening Standard.
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