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.

FILM 35mm film 16mm 8mm Super-16 Super-8 70mm

VIDEO STORAGE: Videotape 2-inch reel-to-reel 1 ” VHS

VIDEO STORAGE: Videotape Digital Betacam DVC-Pro Mini-DV DVCam Digital-S Digital-8

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 CAMERAS Lens Magnification: Compound Lenses (zoom lenses) Prime Lenses (fixed focal- length lenses) Wide-angle lens Telephoto lens

TRIPODS

ADVANCED CAMERA SUPPORT 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 Realism Sharp focus Realistic lighting

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) a written 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 APPEALS Reason Emotion Humor Fear

ADVERTISING STYLES Problem/solution format Demonstration format Spokesperson Testimonials Musical formats Montage Symbolism Narrative commercial

DESIGN AND TESTING Brainstorming Presentation storyboards Focus group

BUDGETING AND SCHEDULING Budget Sheet (Production Costs, Part 1)

BUDGETING AND SCHEDULING Budget Sheet (Production Costs, part 2)

BUDGETING AND SCHEDULING Budget Sheet (Postproduction & Grand Total)

COMMERCIAL PRODUCTION DOCUMENTS Above the Line Costs Those who will be influencing and adding to the creative direction of the work. Costs are set before working. Below the Line Costs Those who will be working as crew, and may have variable costs.

COMMERCIAL PRODUCTION DOCUMENTS Spilt-page Script

COMMERCIAL PRODUCTION DOCUMENTS Location Photos and Sketches

COMMERCIAL PRODUCTION DOCUMENTS Shot Lists

OTHER SHORT FORMS Public Service Announcements Music Videos Short Films

MARKETING AND DISTRIBUTION

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 Theatrical Trailers Thirty-Second Television Ads Internet Promotion

MARKETING Print Materials Print Advertisements Postcards Handbills Posters (one sheets)

MARKETING Press Relations Advertising Agencies and Publicity Agencies Publicity Websites Portfolio Press Kit Electronic Press Kits (EPKs)

MARKETING The 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).

MARKETING Broadcast 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).

MARKETING Television Content-Based Rating System Violence (V) Sex (S) Offensive Language (L) Sexually Suggestive Dialogue (D) Fantasy or Cartoon Violence (FV)

MARKETING Cross-Promotion Merchandising The Marketing Campaign Publicity tours Contests Prizes

DISTRIBUTION Theatrical Distribution Extremely Competitive Opening weekend returns are Critical Requires Representation by a Distribution Company

DISTRIBUTION Theatrical 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

DISTRIBUTION DVD 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

DISTRIBUTION Internet 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

BUSINESS FORMS Sole Proprietorship General Partnership Limited Partnership Limited Liability Partnership (LLP) Limited Liability Company (LLC) Corporation