A glossary of terms used in the Film industry

 

As a video production company, the team at Ark Media try to talk your language.  Within the film industry though there are some technical references and language that we can’t get away from.   We have created a list of words and phrases that we commonly get asked:

 

2D Two dimensional, this refers more to animation the images are sitting flat on the screen.
3D Three dimensional. Again, this refers more to animation, the images that are on the screen have more depth to them
360 Degree Three-hundred-and-sixty-degree video – this is a type of video that can be viewed from all angles and also a VR headset!
4K Ultra-high definition resolution. Each image on screen is made up of little tiny squares called pixels, 4K means there are 4,000 horizontal pixels and 2,000 vertical pixels
A-Roll The footage of the main subject of the film or shot with a primary camera in multi-camera set ups.
Aerial Filming Footage that is taken from the sky using drones or helicopters.
Amends Changes that are made to your video
Animation A video made from designs and drawings rather than real life and real people
Audio levels This refers to the volume of sound on a video
Audio mix This means that all the audio levels are balanced so that it isn’t really loud one second and really quiet the next. This is something that is done during the editing stages of a project
Autocue A device used to project a script up onto a screen in front of the camera, so the subject can read it whilst still looking into the lens.
After Effects Software that is used for animation and visual effects
Assembly Edit The very first version of a video once it’s been shot and is uploaded to a computer. It is simply putting the shots into the right order.
Assets Anything that is in a video – from photos to video to audio files and music
B-Cam A second camera that is used in addition to the main camera, this gives the editor more choice of shots.
B-Roll Footage that is captured in addition to the main event, for example an interview of how an event went, b-roll could be footage of the event itself
Call Sheet This is a document that is sent to all involved in filming, actors, camera crew and host. It is a document that has all the details of the day in, from locations, to phone numbers, timings of the day to any additional notes the camera crew may need
Camera operator The person behind the camera capturing the footage.
CTA Call to action. An instruction for the audience to follow, such as “get in touch”, “call today” or “visit our website”.
Cutaways Footage that is used over the top of another piece of footage, to ‘cut away’ from the previous shot, usually used in interviews or highlights videos.
Delivery When the client receives the final file from the production company
Depth of Field The visual effect that separates the foreground from the background, the background may be blurred out.
Edit When all the shots are compiled together, and the story of the video is made
Editor The person responsible for editing all the shots captured together, adding in music and logos
Export Once everything has been edited it needs to be exported in order to be used
Frame Rate The number of frames in one second, a high frame rate can be used making a video look sleek, a low frame rate can be used to create slow motion effect
Gimbal A device that the camera is mounted to, this is used to make handheld footage look a lot smoother.
Grade Colour grading is used so that all shots are matching in colour. Outside shots are going to be a completely different in colour compared to inside
Graphic Something visual that will appear in the video, for example you may have statistics on screen when someone is talking
Green Screen A green sheet set up as a background with multiple lights, in order to be able to change the background of the footage during the edit.
GV General views. A set of cutaways usually captured at events for use as b-roll, such as arrivals, guests chatting, shots of the location exterior etc.
Handheld When the camera is taken of the tripod or gimbal and used by the camera operator in their own hands. The shots won’t be still like on a tripod
IV Interview
Lens The part of a camera that allows light to pass through it in order to capture your video. They come in various different sizes and can be attached and de-attached in order to get closer shots or wider shots
Lower Thirds This refers to anything in the bottom third of the video, this could be a name tag or logo
Motion Graphics The same as graphics, but they move. So statistics that could fly across the scene whilst someone is talking in the video
Mood Board An arrangement of images, materials, pieces of text used to set the style of the video
Post-Production This is where any footage that has been shot it edited together in order to create a story
Pre-Production Any work that takes place prior actually capturing footage, mood boards, story boards, scripts and shot lists
Premiere A software used to edit videos
Pick Up Shot Re-filming a selection on shots that need to be recaptured to ensure there is enough material for the video.
Production This is when filming is taking place with a camera crew, or the animation is being created.
Proxies This is where lower resolutions are created of the original files in order to make editing easier and quicker. A smaller resolution means a smaller file size, meaning it is quicker to load
PTC Piece to camera. A video where the subject looks directly at the camera lens and talks to it, to imitate talking directly to the viewer.
Recce A visit to a film location in pre-production to determine how suitable it is and to identify risks for a risk assessment.
Render Similar to exporting except this time it’s when motion graphics are exported
Rough Cut The first version of the unfinished video. Often includes a sample of a voice over or music. Feedback is given here to make sure we are all on the same page.
Rushes The raw, unedited video files that come straight from the camera
Shot List A list of the different footage you would like to be shot and included in the video.
Showreel A short video that showcases you at your best!
Storyboard Images that are usually drawn to help imagine what the final video will look like
Subtitles On screen words that match what the person is saying. Perfect for use on social media posts as not many watch videos on social with sound on
Timeline The place where all the footage is placed whilst editing.
Titles On screen text or moving images that complement the video or sound
Voiceover or VO Someone speaking over a video, works well with explainer videos

 

Can you compete with the big retailer’s big budget Christmas ads?  We think so!

The pitter patter of Santa and his reindeer on the roof is just around the corner.  And if you’re anything like us you will be eagerly anticipating the Christmas ads that the big retail brands will be soon releasing (that and the copious amount of liquor chocolates and turkey curry you will no doubt consume too – or is that just us?).     Recently, we have been working with our clients to plan, film and edit their Christmas video campaigns.  Don’t worry… there is still time for you to get in touch if you have something timely you want to get out.    But our Christmas campaign work got us thinking about a few key questions in relation to video marketing and Christmas:

 

Does video enable businesses of any size to compete with the likes of John Lewis?
Yes!   Aside from the fact that advertising on TV (and the cinema) is not as expensive as you might think, don’t forget that digital channels also enable you to get your videos seen in a really cost effective and targeted way. Facebook ads, You Tube, remarketing and not to mention simply using your CRM to send customers a festive message (did we mention emails with the word video in the title get increased open rates? Well we have now!).   As the second largest search engine in the world You Tube gives brands an immense opportunity to communicate with an audience of over 1.9bn people who are logged in every month. Plus, the amount of time people spend watching You Tube videos is up 6% year on year.

 

Screenshot 2019-10-14 at 13.36.29

 

According to Forbes, 90% of customers say video helps them with their buying decision, and 64% of customers say that seeing a video makes them more likely to buy, the proof is in the (Christmas) pudding, video consumption has been linked to increase sales and with Christmas being the busiest time of year, video is a great way to get consumers, well….consuming!

 

The future of video marketing is how accessible it will become, advertising on TV is becoming much more affordable. Video helps to humanise your brand, allowing your customers or clients to connect more with the brand. Cinema is also about to enter a new dimension, so why not be one step ahead of competitors and differentiate yourself from them.

 

You may be interested in our new advertiser packages which combine video and media buying. Contact us for more info.

 

How can brands and businesses use video during the holidays?

In a nutshell there are numerous ways to use video for a Christmas campaign whatever your budget:

  • Advertising via TV and cinema to promote your brand in a targeted way – either by interest, region or in some cases inside leg measurement (well, almost!)
  • Spreading the message of good cheer to your social media fans (and those that aren’t yet engaged with you). Perhaps a clever/funny/emotive message delivered within a video.
  • Using your You Tube channel to get across your key Christmas messages. And ensuring your fans are engaged and view times increase.
  • Using your CRM to email videos to customers and prospects wishing them a merry Christmas (this could be instead of Christmas cards in your bid to be more environmentally friendly!)
  • Re-marketing to people who haven’t yet engaged (a video is much more likely to increase engagement and sales)

Screenshot 2019-10-14 at 13.47.51

 

I’m B2B – Christmas video campaigns don’t really apply to me – do they?

OK, so you probably don’t need to advertise in the cinema or on the telly but we bet our Christmas wish list that you have oodles of contacts on your CRM system that would love to hear from you with a video (rather than a card getting lost in the pile).   Not to mention the opportunities with LinkedIn for helping your brand move clients along your marketing funnel!

 

We’ve got many B2B clients who benefit from video campaigns during the holidays.  LinkedIn in particular provides a fantastic platform for getting across a message with a festive flavour but still remaining professional and on brand.

 

Don’t forget your workforce.

And don’t forget your internal comms.  If you’re a large organisation or one with a disparate workforce you can use video to spread a message of festive good cheer.  Get them feeling thanked and good about the brand.  Let them know about a Christmas bonus via video or just generally utilise the holidays to thank them for their efforts throughout the year.

 

Have you ever considered using video as part of your Christmas campaign? In the past, you may have sent Christmas cards, but with our lives now being so fast paced, do we really have time to write/print out hundreds of Christmas cards? Why not be different to the competition whilst considering the environment and increasing your engagement rates at the same time?

 

Christmas isn’t too far away.  Ark Media can still help with your festive video campaign.  Get in touch now and we will get you a quote within 24 hours and if you don’t have your own ideas we can help with those too.

Screenshot 2019-10-14 at 13.48.30

Our new feature film: Stalked

Back in August, our feature film, Stalked, premiered in cinemas in Leicester Square. A few of our team members that worked on creating the film attended the event.

The action packed thriller focuses on a young female, Rebecca, being haunted by an invisible force. She is joined by others who are being kept hostage by the same force, trying to escape the warehouse seems like an impossible task.

 

The poster for feature film Stalked, produced by, video production company Ark Media
Stalked poster.
Birmingham based video production company editor and director of photography team members, ready to watch their work in cinema.
The films editor Joe, and Director of Photography Graham, ready to watch their work on the big screen

 

 

 

 

Behind the scenes of feature film Stalked, produced by video production company Ark Media.
Behind the scenes of the film.
Script writer, Director of photography and boom operator, from video production company Ark Media.
Behind the scenes in the warehouse, where a lot of the action takes place.
Birmingham based video production company attend premiere of feature film Stalked in Leicester Square.
Stalked on the big screen!

Why advertising at the cinema is a good idea.

From VHS to DVD and blu-ray to digital streaming on Netflix, all these new technologies haven’t stopped people from visiting the cinema. In fact, 177 million people visited UK cinemas in 2018, an increase of nearly 7 million from 2017. But how can this help brands and businesses?

As marketers, we are constantly trying to find a way to cut through the ‘noise’ and get our message across to our target market. Cinema can provide us with a fantastic opportunity to get across our message to a receptive audience. In fact, cinema ads show the highest engagement score and lowest ad avoidance score – no blockers at the cinema (unless you count sticking your head in the popcorn bucket!).

Emily Moya Addis

Picture the scene

Picture the scene…. you are feeling relaxed as you enter the cinema, you settle back in the dark to enjoy the film. The sound is loud, the screen is big. It captures you. Plus, the ads and trailers are right up your street (it’s almost as if the media buyer knew you would be interested in this!). You aren’t using your phone (it’s actually switched off!), you aren’t talking to your mates, you are watching the screen and listening to the audio. Your eyes are glued to the screen and you are taking in and retaining more because you are so focussed.  In fact, you won’t need to watch an ad more than once – you will remember the one that was in your face there and then.

The above is fantastic news for marketers and is why we’ve developed our new media packages which include film production and media planning and buying.

 

Emily Moya Addis

What cinema does that other media doesn’t.

Whilst digital advertising gives us fantastic targeting capabilities marketers are still left with the hurdles of engagement, ad blockers and ad recall.

With TV and radio advertising, the audience can often be distracted – multi-screening whilst watching the TV, driving whilst listening to the radio and generally not giving their full attention to whatever it is they are watching or listening to.

Cinema gives you a captive audience, the brand image is often boosted by being associated with the movies on the full screen. In addition, cinema advertising can be really targeted – the type of film, the location of the cinema, the ads being positioned close to the point of purchases are all things that advertisers should consider. Not to mention the fact that on-screen copy can use full sight, sound and movement to increase ad recall.

But how does this relate to a video production company we here you ask?  Well….  We are increasingly seeing our clients consider cinema as a viable option for their ad spend.

We believe that cinema is about to enter another dimension. Reassigning itself as a more than credible place to get your message out to a receptive audience who will remember you. Wouldn’t it be great if your brand or business was on board with that and was one step ahead of everyone else?

Contact us to learn more about our media packages which include video production, media planning and media buying for brands who want to advertise at the cinema.

 

Our EcoPledge

When our local chamber of commerce invited members to make an Eco Pledge we put our thinking caps on for ideas as to how we could better improve our environmental impact   

Alkaline Batteries and Radio Microphones  

 Here at Ark Media we have film crews out every day capturing footage to help create videos for our clients. A lot of the time we use radio microphones for sound quality which clip on to clothing. As great as the radio microphones are at capturing quality sound over other types of microphones, they require the use of batteries and with a basket in the office slowly starting to fill up with used batteries, we were starting to wonder what we could do with them. With waste management and the environment being so high on the agenda, throwing them away just didn’t seem right.  

 Alkaline batteries, when taken to landfills, release harmful metals into the soil, causing contamination to water and soils. Additionally, incineration of batteries can add to air pollution.   The team knew they didn’t want their batteries to go to landfill and over time had built quite a collection in the office.    

 With our local chamber, Sutton Coldfield Chamber of Commerce, who recently launching their Eco Pledge, this seemed like the perfect opportunity to start recycling our used batteries and give back to the environment.  

 Our Eco Pledge  

 Therefore we decided to pledge that we would ensure all our batteries are recycled.  Making this one small change to our business to help towards a bigger difference.   

 Phil Arkinstall, Managing Director at Ark Media says “We knew this was our opportunity as a team to commit to recycling the batteries from the office and those that we use in the future. Unfortunately rechargeable batteries are not always an option given their durability and the fact that we often film over long periods of time.    Just this small change will help us to make a bigger difference, but also, making this small change has made us more aware of what else we can recycle as a business”.