THE THREE-STAGE PRODUCTION
PROCESS. STAGE 3 (POSTPRODUCTION)
|Postproduction is what happens
when everything is brought into the studio. It's the process of pulling
together all the elements of pre-production and production to the finished asset.
The first thing to
remember is that you will NEVER achieve a professional looking film using
amateur editing software. Its capabilities fall well below those that will be
required. Even the best camerawork will at some stage rely upon professional
editing software to apply filters either to enhance moods or to correct minor
all used to seeing amazing effects and quirky features on TV programmes and
cinematic films but it's critically necessary to recognise the difference
between "entertainment" and "corporate" videos that have to deliver important
A successful corporate film, whether it is a promotion,
advert or any other form of business communication must engage the viewer with
relevant content. The treatment must be sympathetic to the project objectives.
It should not be a distraction or cause confusion why it's being watched. The
viewer's attention must be retained for the right reason.
Editing is usually the longest of
the three stages. It exceeds the time spent filming several times
Individual clips are assembled into the running order of the
storyline. Being able to trim them with precision accuracy, sometimes frame by
frame, can be essential as small fractions of a second can determine whether or
not it runs smoothly and feels right. The process becomes more complex as it
evolves so a "rough cut" is sometimes previewed at an early stage to ensure it
is working properly. This initial preview may not have the same feel as the
film will have when finished.
Tastefully applied effects and filters are
added to influence the dynamism, mood and feel of the film. Too many effects
can, however, distract from the core value of what the film is communicating.
Done well, they can be very subtle and hardly noticed. They play an important
role in how the viewer perceives what is being communicated.
The "make or break" point to recognise
postproduction can either deliver an interesting story, or leave your viewer
wondering "So what?" Unfortunately we've seen many finished films that may be
pretty to watch but leave us thinking "It really didn't tell us what that
company should have".
| Music and sound
"Normalising" recorded sounds
correctly balances individual component and overall levels. Broadcasters set a
reference level so that they are transmitted at the correct
Sound can also have filters applied to enhance moods. The
importance of a good production
crew is however emphasised by the difficulty in correcting badly recorded
Adding music and sound effects in strategic places can have an
impact upon the tone of your film. Don't rely upon music alone to generate
emotion. More impact can sometimes be achieved by varying tracks within the
same film or even having none at all. Music tracks must be licensed for use in
your video production. Be warned that the use of commercial music without
having paid what can be quite complex and expensive copyright fees is illegal.
It can have costly and embarrassing consequences.
videos to be played on many platforms such as High Definition Blu-ray, DVD, web
streaming, retail loops, on computers, mobile devices, TV's, large overhead
screens etc. They all have complex and differing technical attributes that
affect their optimum performance. They can easily be underestimated and "near
missed" by all but the most proficient of encoding experts.
Disc authoring is the
creation of menus and transcoding to appropriate formats and bitrates for
Blu-ray and DVD. Worldwide formats vary between PAL and NTSC.
Return to Stage 1:
Return to Stage 2: Production
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If you would like help creating
an effective theme and professional production for a company promotion about
your business or adverts for your products, why not give CorpFilms [UK] a
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