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OBJECTIVES • Explore the History of motion picture Cameras;
• Gain an understanding of the Technical equipment used for motion picture Recording;
• Survey Movements in the Traditional Arts that can be applied to Video Production.
VIDEO STORAGE Drive and Optical Storage
• Memory cards
• Hard drives
• In-camera read-write media (DVD)
VIDEO SYSTEMS
• NTSC (National Television Systems Committee) - “Standard Television”
525 lines; 4:3 aspect ratio
• High-Definition Video –1,080 lines; 16:9 aspect ratio
• PAL (Phase-Alternating Line) – 625 lines of horizontal resolution
• 24P – 24 frames per second using progressive
scanning
THE CAMERA TEAM • Director of
photography (DoP)
• Camera operator
• Focus puller
• Clapper/Loader
• Dolly grip
• Second unit
DIGITAL VIDEO CAMERASLens
Magnification:• Compound Lenses
(zoom lenses)• Prime Lenses
(fixed focal- length lenses)
• Wide-angle lens• Telephoto lens
ADVANCED CAMERASUPPORT SYSTEMS
• Steadycam
• Jib arm
• Camera cranes
• Vehicle mounts
• Marine housings
APPROACHES IN CINEMATOGRAPHY AND VIDEOGRAPHY
Determine the “look” of a project
Four Distinct Approaches• Realism• Expressionism and Film Noir• Impressionism• Surrealism
APPROACHES IN CINEMATOGRAPHY AND VIDEOGRAPHY
Expressionism and Film Noir
• Dark in visual tone• Stylized lighting cast from severe
angles• Bizarre and fantastic stories• “Film Noir”
APPROACHES IN CINEMATOGRAPHY AND VIDEOGRAPHY
Impressionism
• “Golden Age of Hollywood”• Diffused images• Impression of some emotional
state• Twinkling eyes and fog-filtered• A romantic memory
APPROACHES IN CINEMATOGRAPHY AND VIDEOGRAPHY
Surrealism
• “Beyond reality” or “above reality”• Concrete irrationality• Psychoanalytic psychology; Dream
analysis
OBJECTIVES
• Introduce the Business Side of video production;
• Understand the Process of designing and producing Television Commercials;
• Survey writing tools used in Short-form Production;
• Examine the Psychological Appeals used in designing Persuasive Visual Programs.
TELEVISION ADVERTISING
• Request for proposal (RFP)through a bidding process, soliciting for work
• Advertising copy (script) awritten form of the concept
RESEARCH
Gather information about your client’s product or service
• Product history• Cost• Market share over time• Competitors• Alternative products available on the
market
RESEARCH
Target audience
Ad objectives• Retaining existing customers• Recruiting new customers• Shifting market share away from
competitors
RESEARCH TOOLS
• Professional research firms
• Databases
• Scientific surveys
• Conversations with the client and customers
ADVERTISING STYLES
• Problem/solution format• Demonstration format• Spokesperson• Testimonials• Musical formats• Montage• Symbolism• Narrative commercial
COMMERCIAL PRODUCTION DOCUMENTS
Above the Line CostsThose who will be influencing and adding to the creative direction of the work. Costs are set before working.
Below the Line CostsThose who will be working as crew, and may have variable costs.
OBJECTIVES
• Examine the Tools used to Market video programs;
• Explore the Importance of Good Press Relations;
• Review different channels for Film and Video Distribution;
• Identify Distribution Strategies that Maximize Revenue.
MARKETING Press Relations
• Advertising Agencies and Publicity Agencies
• Publicity Websites
• Portfolio Press Kit
• Electronic Press Kits (EPKs)
MARKETINGThe MPAA Rating System
• G (General Audiences: All ages admitted)
• PG (Parental Guidance Suggested: Some material may not be suitable for children)
• PG-13 (Parents Strongly Cautioned: Some material may be inappropriate for children under 13)
• R (Restricted: Under 17 requires accompanying parent or adult guardian)
• NC-17 (No One 17 And Under Admitted).
MARKETINGBroadcast Television Ratings
• TVY (All children)
• TVY7 (Directed to older children)
• TVG (General audience)
• TVPG (Parental guidance suggested)
• TV14 (Parents strongly cautioned)
• TVMA (Mature audiences only).
MARKETINGTelevision Content-Based Rating
System
• Violence (V)
• Sex (S)
• Offensive Language (L)
• Sexually Suggestive Dialogue (D)
• Fantasy or Cartoon Violence (FV)
DISTRIBUTION Theatrical Distribution
• Extremely Competitive
• Opening weekend returns are Critical
• Requires Representation by a Distribution Company
DISTRIBUTIONTheatrical Distribution
• Distributor offers a Percentage of Revenue for the rights to distribute
• Many distribution deals include a Cash Advance
• Film Festivals serve as Markets for distribution deals
DISTRIBUTION Television Distribution
• Television is a Hungry Animal; So many channels available
• A Few Companies control most TV production and distribution
• Niche Programming good opportunity for Independents
• Front-end Risk
DISTRIBUTION
Television Distribution Channels
• Commercial Broadcasting
• Public Television
• Cable and satellite include Several Tiers of Programming
DISTRIBUTIONDVD
• Popular and Profitable distribution• DVDs can be successfully
Self-distributed• “Bonus material” make DVDs more
Attractive• Menu Design• Box Art• Regional Coding• Copy Protection Encoding
DISTRIBUTIONInternet and Small-Screen
Distribution Channels
• Webcasting
• Video-on-demand (VOD)
• Internet “Channels”
CHAPTER OBJECTIVES
• Examine Internship Opportunities;• Introduce the power of Networking and
Building Personal Contacts;• Review the process of creating a
Professional Show Reel;• Discuss Film Festival Participation for
Student and Independent Filmmakers;• Explore some Hidden Career
Opportunities in video production.
INTERNSHIPS
• Work Hard during your internship
• Unpaid and Paid internships
• Academic Credit
• When to take your internship?
NETWORKING
• Cultivating Personal Contacts to help you in your job search
• Power of Math• Networking Meetings are as
important as job interviews• Make the Follow Up Call• Organize your networking contacts
into a Notebook
SHOW REELS
• Most important tool in Job Hunting and Client Recruitment
• 2-6 minutes• Identify the Running Time on the
Reel and Storage Case• Identify the disk and case with your
Name and Contact Information • Montage approach• Segment approach• Hybrid approach
FILM FESTIVALS
• Excellent platform for Student and Emerging Filmmakers
• Student Divisions• Support Regional and Student
filmmaking• Entry Fees• Carefully read the Rules of Each
Film Festival
FILM FESTIVALS
• Enter One at a Time or by using a consolidation service: withoutabox.com
• Opportunity to Personally Present
Your Work and Receive Feedback
• Selection and Screening is recognized as a Meaningful Accomplishment
OPPORTUNITIES IN VIDEO PRODUCTION • Local Television Stations• Advertising Companies• Production Houses• Film and Television Studios• Industry• State and Federal Government
OPPORTUNITIES IN VIDEO PRODUCTION
• Nonprofit Organizations• Academia• Health Service Organizations• Web design Studios• Animation Studios
MAJOR NORTH AMERICAN MARKETS• New York City• Wilmington, NC• Orlando, FL• Toronto• Vancouver• #1 by far is Los Angeles
GOING INDEPENDENT
• Flexibility and Total Self-direction
• Commercials
• Industrial Videos
• Direct Consumer-services Market