We all watch video. Whether it’s a TV program DVD, film or a web stream – we see video every day.
But do we really ‘see’ video?
I often ask my clients when we’re discussing what sort of video they want me to produce for them if they have seen a video that they like and that they’d like theirs to look like?
Invariably the video they mention as an example has such high production values that I know it’s way out of their budget.
So how come they didn’t ‘see’ the high production values in their example video and realise it was out of their budget?
People ‘see’ different things when they watch video. Some get involved with the story. Some identify with one of the characters. Others watch because the subject is of special interest to them. Still others might watch the locations where the video has been shot.
While lots of viewers will know that a video is well made or produced, it’s generally only people who work in the industry who see the things that add dollars to the bottom line.
Things like multiple cameras being used for single person interviews. A long walking shot that follows an actor or presenter through multiple locations shot with a Steadicam. The aerial shot from a helicopter that shows off the location. The music, if its specifically composed for the video/film can add thousands to the bottom line.
One of the very basic things that I often quote to people is to watch how people on video are framed in a mid-shot. This is how most newsreaders or on-camera hosts are framed when you watch them on TV.
But most people are then unable to frame a person on camera correctly, even though they have watched hundreds or thousands of hours of mid-shots.
If people can’t ‘see’ such a basic element of video making, then no wonder they don’t see all the other things that go to make up a large bottom line.
So what does this mean?
If you’re a video producer, then sometimes you may need to spend a fair amount of time explaining why these sorts of shots, or effects, or custom music costs $$$.
While this may not be your experience, it is helpful to remember that video producers ‘see’ a whole lot more than most people when they watch video.
And that’s good.
It’s their job.
(* Video – I use this word to describe anything we watch on TV, the web, DVD, social media or at the movies.)
