Quality of film productions
Depending on their field of application, business-films address very different themes. The realization is as diverse as are the messages and the target groups. Simple films in the style of news or reports, premium productions in the style of cinema films or commercial spots, as well as factual-technical documentations are possible.
In the best case each production is designed in a way, which meets the communication goal while balancing the costs to the benefits. For a one time presentation it will be more practical to produce a simple and cheap film – unless, of course, you are e.g. an automotive supplier presenting at the VW headquarters. If the film is used regularly it might be wise to invest in a premium film.
To provide a competent assessment of a film’s quality you need to know for which goals and field of application it was produced. The judgement should be based on how the film reached its communicative goals and what resources were employed. Thus, a good film doesn’t need to be complex, groundbreaking and exceptional in order to be effective.
However, an essential factor should always be taken into consideration: The audience will naturally deduce the professionalism of the company from to the professionalism of the film. That means, films only work if their quality and complexity reflect the size and reputation of the company. A worldwide operating corporation needs to employ a more sophisticated film than a medium-sized company. But they have one thing in common: No production should give the impression that it was made without a goal and professional aspiration.
Basically, the audience is adapted to recognize a quality lower than the known TV quality. Nevertheless the spectrum is very wide, because news, economic and scientific magazines and cinema films all appear professional. Thus, a business-film should meet at least the minimum requirements of a TV format.
There are several quality criteria that need to be considered. Definitely, the most important is the concept. The film mustn’t be boring and needs to communicate all relevant content in a way which is understood by the target group. Thus, defining the target group is essential. For example, a film about a construction project made for architects will be fundamentally different from a film made to attract prospective investors.