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As motion picture production continues to transition from film to video, we become increasingly aware of the differences between the two formats. As much as video camera manufacturers work to improve the quality of video recording technologies, there will always be inherent differences between recording on the chemically-based film medium and the electronic-based video medium.


A term often heard when discussing video-based production is “the film look.” As with much industry-specific terminology, there is some confusion about what this term really means. There are numerous articles on the Internet and print publications that attempt to explain the film look; however, they all tend to say something a little different.


To attempt to help alleviate some of the confusion, DMS presents the following overview of some of the main considerations when attempting to define - and obtain - the film look.


Grain. Most film is comprised of a clear cellulose triacetate base with three color-sensitive layers of gelatin containing silver halide crystals. It’s these silver crystals that, upon exposure to light, turn dark and define the negative picture image. Each film frame has a unique grain structure and, when projected in rapid succession, demonstrates what many describe as an organic look, even when viewing a shot with no camera movement or movement of the subject within the frame (sort of like a Bill Plympton cartoon). Video frames are made up of a fixed number of pixels each in a fixed location on the camera sensor or display screen and hence do not demonstrate this organic look. A video editor can  add artificial grain to video image during post-production to attempt to get a film look.












Shallow depth of field. Several factors contribute to how shallow or deep a camera system’s depth of field is but, in general, a 35mm film camera can obtain a much shallower DOF than most video cameras when shooting under the same lighting conditions. Cinematographers use a shallow DOF to selectively focus on what they feel the audience’s eyes should be drawn to. Video camera operators attempt to mimic the film look by obtaining a shallow depth using special lens attachments and careful manipulation of iris and zoom settings.


Frame rate. Motion pictures are usually shot with  film cameras running at 24 frames per second. Video production is generally shot at 30 or even 60 frames per second. While a faster frame rate might imply a smoother or more accurate image, there are definite differences in the look of an image being displayed at 24 fps vs. 30 or 60 fps. Video camera manufacturers have figured out clever ways to allow their products to record at 24 fps to mimic the look of film cameras.


Scanning mode. Film-based productions are recorded and projected one full frame at a time. Video productions are recorded and displayed using a system that renders frames by scanning the individual horizontal lines of pixels from top to bottom in rapid succession until a full frame has been displayed. This can be done in an interlaced manner where all the odd-numbered lines are rendered first before going back to render the even-numbered lines. This method creates certain motion artifacts that give video its own look. An alternative method of scanning lines from the first to the last in a single pass - called progressive scanning - was developed to give video a look closer to that of film.


Production style. Beyond all the technical aspects of obtaining the film look, the most profound technique, in my opinion, of making video look like film is in the production style. Big-budget films generally offer much higher production value in the images captured by using advanced lighting techniques, specialized camera moves using dollies, cranes and Steadicams and more stylized production techniques using alternative camera angles, color pallets, set and costume design. etc.


So if you really want to get “the film look” on your next video production, seek out a production company that can offer guidance with not only the specific technology used in obtaining the look of motion pictures but also the advanced production techniques used to create scenes like the big boys do.

September 2009 Newsletter

Project of the Month

Digital Media Services Video Demo Reel

We’ve updated the DMS Video Demo Reel! One of the most easily-overlooked aspects of running a business is in keeping your company’s promotional and marketing pieces up-to-date. To encourage all of our readers to take a moment to review their own materials, we present an overhauled, one-minute  demo reel featuring a variety of projects in which DMS has participated over the years.


Of course, in adhering to our style of keeping things light, you’ll notice a few behind-the-scenes and outtake shots included. Take a quick look!

Tech Tip

The Film Look

Marketing Tip

Coke: A Case Study

All original imagery and content copyright © 2009 by Digital Media Services & Consulting LLC. All rights reserved.

Digital Media Services

Well, Coke has done it again. Global consulting firm Interbrand recently released its list of the Top 100 Most Valuable Brands and Coca-Cola has topped the list at $68 billion. That’s 10 years straight for the Atlanta-based beverage company. Perhaps we slightly smaller companies can learn a thing or two from Coke.


Coke has been around for almost 125 years. In a constantly-changing marketplace, however, Coke has continued to flourish. Following are a few observations about the Coke brand that are worthy of consideration when managing our own brands and the brands for our clients.


1. Offer a consistent, quality product. The product or service a company offers is the basis for its success. Very few successful organizations feature a mediocre product or service for sale. Sure, there are plenty of popular inferior products out there but very few of those will be around long-term.


2. Create an effective visual brand identity. The  Coca-Cola script logo isn’t really all that great of a design. It can be a bit hard to read at first glance and doesn’t really lend itself to any other presentation besides how you always see it - white letters on a red background. But therein lies its effectiveness - the logo has largely been unchanged since Coke was invented in 1886. Even a poorly-designed logo can become enormously popular if seen enough. Which brings us to...


3. Advertise as frequently as possible. Early on, Coke recognized the power of advertising as a catalyst for growth and sustainability. Today, most Americans don’t go for more than a day or two without seeing some type of Coke advertisement. Coke is so popular, the mere fact that so many people are drinking Coke at any given time has become a form of product advertising.


4. Create quality advertisements. Coke has always given us memorable advertising. The song “I’d Like To Teach The World To Sing” from Coke’s Hilltop TV commercial was actually released as a single to radio stations around the country. One of my favorite Coke ads is the classic Mean Joe Green commercial. And the Coke polar bears are always fun. Quality advertisements create strong, positive brand identity and a loyal following.


5. Customize your product or service for varying audiences. Have you ever been to the World of Coca-Cola in Atlanta? There’s a tasting room there where you can sample various Coke beverages from around the world. There’s one flavor there that tastes like aspirin! But Coke knows what its customers like and has customized their product for local tastes.


Learn from Coke - it’s the real thing!

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Read previous Digital Media Services newsletters for additional project ideas, tech tips, marketing tips and more.