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For a long time, the gap between film production and business video production quality was vast. As reference, simply compare a feature film in the 1970s to a company commercial or internal training video. You can find them on YouTube. Back then, the access to film technology was limited and mostly reserved for film studios. In addition, business commercials were pretty straightforward with a pattern of selling the benefits with excitement along with a quick way to buy. Fast forward to today and we've seen a plethora of innovative changes. Fortunately, a lot of these shifts have made it possible for businesses to use similar techniques to communicate with prospects and customers.
There will always be a difference just based upon the purpose of the industries alone. After all, film production is designed to tell a story and entertain, whereas business video production is typically designed to increase sales, promote a product, or educate the audience. Furthermore, film production targets a broad audience whereas business video production targets a specific audience. Finally, film budgets are typically in the millions while company video budgets are more modest. In this case, while still the highest yielding ROI marketing activity, the scope for commercial video production is less ambitious than a movie.
Still, the growing similarities between film production and corporate video production are significant. First is the technology and access to it. Camcorders of yesterday have turned into affordable film equipment today which corporate video vendors utilize. Film camera brands used to make popular movies like 'Elvis', 'Top Gun: Maverick', and series like 'Stranger Things' and 'Walking Dead' have equipment that is easily accessible by business video producers. This is true too of post-production editing software. The same software being used by business video production companies (ie. Final Cut, Adobe Premiere, Avid, and DaVinci) are the same ones being used by the film studios.
The creative process between film production and business video production is the same. Both require a pre-production, production, and post-production phase. During the pre-production phase, both industries require scripting, casting, scouting locations, and creating storyboards. In the production phase, both industries require shooting, lighting, and sound recording. Finally, in the post-production phase, both industries require editing, color correction, sound design, and visual effects.
Also similar today is the use of narrative techniques. Film production has long used storytelling techniques to convey a message but corporations have quickly caught up. Character development, plot twists, thematic motifs, and reveals are now part of both industries.
Finally, both film production and business video production require attention to visual aesthetics. The visual elements, such as framing, composition, camera work and angles, and lighting play an essential role in creating a visually appealing and engaging production. Both industries use visual aesthetics to convey emotion, create a mood, and enhance the storytelling.
Companies can now take advantage of the improved production quality that wasn't available to them not too long ago. It's an exciting period as the constraints fall away and video production ideas flow!
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The Idea Studio is a corporate video agency that likes to harness movie-making technology and techniques to help their clients tell message-centric stories to their targeted audience! We look forward to helping you on your next video project.