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Organization. Consider come type of intro sequence with a title, a body, and an outro sequence with credits.
Shot length. Shots in promotional films that advertise an event or highlight what happened after the event should be around 2-5 seconds in length. Avoid short shots (1-2 seconds) and long shots (8 seconds or more) unless they serve a specific purpose. The shot length is much like the rhythm in a song. It should be consistent and only change when there is a specific reason to change it and you want to evoke a specific response in the viewer.
Shot quality. All of your shots should be consistent, and the camera movement should be purposeful and smooth. To avoid unnecessary camera movement, use a tripod to film all of your shots. Avoid handheld shots unless you are using a camera with a built in Steadicam system like the Osmo.
Types of shots. Filmmakers have a wide range of shots they can use to convey meaning to the viewer. Filmmakers must consider the angel of their shot (low, high, eye level, dutch), the distance (framing) between the viewer and the subject in the film (long shot, medium, close-up, extreme close-up), the focus (soft, rack, deep, shallow) and whether or not they will use camera movement (pan, tilt, zoom, dolly). If you are unfamiliar with any of these terms, check out the handout “Cinematic Devices and Their Effect” to learn more.
Filming People. Think carefully about how position your subjects (people or objects) in the shot. Subjects should be purposefully and consistently framed.
Set. When filming, choose a background that enhances your film’s purpose. If your interviewing someone, for example, film in a location that has no interference. Interviewing someone in a hallway with other people walking in and out of your shot may not be the best choice. The motion and noise will likely interfere with your filming. Choose a quiet location. Also consider the objects in the background. For an interview, for example, it might be better to film the person speaking against a plain background with a wall and some plants in the shot.
Lighting. Regardless of the purpose of your film, the viewers should be able to see what’s happening. Even if you choose low key lighting—low or limited lighting—for effect, the viewer should still be able to see the subject. Test the lighting before you begin by filming in the location and watching the shot. Make sure your lighting is consistent. The lighting shouldn’t change from shot to shot unless you are doing it on purpose for effect.
Editing. Editing refers to how you choose to cut and merge your different shots. Be sure to thoughtfully and precisely cut segments of your film before you merge them. When merging your shots, choose your transitions purposely and apply them consistently. Most films use a hard cut—simply jumping from one shot to another. Filmmakers sometimes use a dissolve to show the passage of time or to transition from one topic to the next. Filmmakers sometimes use a fade in or out transition from the intro sequence to the body or to transition from the body to the outro sequence. Think about which types of transitions you will use carefully and avoid using random transitions to show variety.
Sound. Use a microphone when possible or make sure your camera is close enough to the subject so it can clearly and loudly record them. The volume of the dialogue should be loud enough for the viewer to clearly hear and it should be consistent throughout your film.
Voiceovers, background sound, sound effects, and soundtracks. If you’re adding voiceovers (someone speaking while you are showing something else) or if you’re using music or sound effects, make sure the volume is a similar level consistently throughout your film. Avoid drastic changes in volume. If you’re adding background sound, sound effects or music while someone is speaking, the volume should be low enough so the viewer can clearly hear the dialogue. Background sound should not in any way interfere with dialogue.
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