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.

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