December 2015

The image film which served as a product video

Admittedly, how you name a film does honestly not make a sponsored film better nor does the title disturb the audience. The crux of the matter is what the producer deduces from the term based on the film title when the project request is submitted and collaboration commences. If you invite family friends for a weekend together in your holiday home and confirm that it is no problem to bring the kids, you do not expect the grandparents to tag along. And, staying with this example, grandpa’s enthusiasm for the specially provided children’s tricycle will not be over the moon.Conscious handling of correct terms for the sponsored film can mostly accomplish 2 tasks: On the one hand, the correct term calls a spade a spade from the outset. It helps to avoid misunderstandings in cooperation between the producer and customer at an early stage. In moving image communication, misunderstandings are normally expensive matters. On the other hand, a conscious approach to the term enforces confrontation with the film’s or video’s core task and therefore concentration. No film is able to meet all purposes for every audience on all distribution channels in every territory. Accordingly, the film title should also not indicate the opposite. Open definitions such as “adventure film” sound good but make as much sense as the archer who purchases his ammunition before deciding on the type of weapon. [...]