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 really see how this works, but
'it' could be 'e' ('e' can mean 'electronic' which is similar to 'IT') and 'e' is found in the answer.
The remaining letters 'fram' is a valid word which might be clued in a way I don't understand.
This explanation may well be incorrect...

'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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