Dos and Don’ts
Corporate Flicks

DO'S

• Keep it short! The optimum result stems from a flick between three and seven minutes. If it takes any longer, the viewer’s attention will gradually slip. Go by trule: the shorter the film is, the more powerfully you’ll get your message across.
• Determine beforehand what your viewer can gain from seeing your flick. Why would he want to go see it? Your viewer will reason “What’s in it for me?” Make a point of showing this in your corporate flick.
• Be clear in your communications. Use plain language. Leave out dizzying acronyms and choose a tone of voice that is understandable to a layman, as well. That way, you manage to hold the viewer’s attention a little longer.
• Make sure you’re properly involved in the production of your corporate flick. It’s natural to want to let the video production company take care of everything from A to Z, but your film will truly improve if you attach yourself to it. Hey, won’t you come to the set some day, you’ll have a wonderful time just watching things!
• Try to be innovative and open up to new technologies. Internet, for example, offers a great deal of interactive options, and, hence, opportunities! Your video production company knows exactly what’s possible, and is capable of a lot more than you might expect, initially.
• Explore! Make sure to get your texts for the voice-over in on an early schedule. In yer’ perfect corporate flick, the images support the voiceover and not the other way around! Yet, in reality, voiceover is often the very last thing the commissioner spends his time on.

DON'TS

• Make a long feature film. People lose their interest all too easily. We are a species grown physically attached to our tv-couch, hopping thru’ more tv-channels per hour than there are minutes in a day, surfing the web for the latest tidbits of news, all the while listening to at least three radiostations at the same time. If anything takes a little too long, we are bored.
• Try to tell it all in one go. Extensively puttin’ all your goods and business-units on display, showing each and every one of your many-many-oh-too-many products, showing every shallow detail from the interesting to the umpteenth version of itself... – Yawn!!
• Approach the film from your own point of view. A great deal of Me-Me-Me and pitifully losing from view the people who are to see this flick.
• Use any amount of specific jargon. You may be quite confident your future viewer does not have the same background and hence, the same knowhow of your product or business. This is likely the reason he seeks to contact your organisation, in the first place.
• Leave the director no breathing room. Be continually present during shooting and meddle in everything you might get your big fat nose between. During the stage of pre-production everything will have been thoroughly discussed with the director. He will know full well what he’s up against and how to deal with things. Keep an appropriate distance and trust on the experience of the crew.
• Expect the production company to provide the content of your film. They will perfectly translate your input into images and help you get your message across effectively. However, they are not the authors of your marketing-plan.

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