Although the history of corporate propaganda film is short, with the development of TV technology, it can be divided into four eras according to its performance content, creation difficulty, especially the different communication functions in different market environments.
Corporate promotional film in the era of 1.0: video of text report
Because of my work, I have seen some early corporate videos. At that time, a major feature was that the creation was mainly based on text explanation, and the picture expression was average. Basically, besides pictures, comments can be articles, and the content is either news reports or company profiles. I am always afraid that the audience will not understand, and I always want to read all the information to you.
Post-editing pays attention to absolute audio-visual counterpoint, and editors often worry that a sentence is too long and there is no suitable lens to counterpoint it. The emergence of this situation is related to the fact that most of the creators of early corporate promotional films were screenwriters. At that time, there was a shortage of cross-border talents with the ability to write, direct, shoot and edit at the same time, and only a few talents could not change the general situation of the industry. At that time, some editors and directors working in TV stations became the main force in the creation of promotional films, which is why some enterprises think that TV stations should be used to make promotional films.
Enterprise promotional film 2.0 era: the focus of picture expression is strengthened.
Corporate promotional films in the era of 1.0 have gradually lost their appeal to the audience because they cannot highlight the advantages of video. The audience is no longer satisfied with the low level of having a shadow, and the promotional film production agencies have begun to pay attention to the attraction of the picture to the audience.
In order to get better picture effect, directors who are proficient in lens language play an increasingly important role in the creation of promotional films. Lights, tracks, rocker arms and lifting equipment, which originally only appeared in film and television dramas, are widely used. The propaganda film is no longer a work shot by a single person at will, but a film crew headed by the director, which brings together photographers, artists, actors, makeup artists, lighting engineers, equipment engineers and other professionals with a clear division of labor.
The propaganda film began to pay attention to the aesthetic feeling of composition, bright colors, clear pictures, the rhythm of music and the characteristics of dubbing. The magnificent gate, clean and tidy office area, high-tech equipment workshop and leading group meeting in the film are full of pictures. However, the propaganda films of the 2.0 era still inherited the reporting style of the 1.0 era, and the explanations were often lengthy and chattering.
After watching several such films, you will have a feeling of deja vu, which can't meet the functional demands of building a unique image of customers through promotional films. In the personalized market environment, the propaganda film of the 2.0 era gradually declined.
Enterprise propaganda film 3.0 era: on the basis of pursuing aesthetic image, pay attention to the communication of spiritual and cultural connotation.
"You can shoot the gates, workshops and offices, but what I want is that people who have seen movies have a general feeling about our company and want them to understand that the success of our company is unique and beyond others!"
"Without the lens of the meeting, the leading group of our company doesn't have to appear in the film. The company did a good job, not a few of us had a good meeting!"
"You tell me, people who have seen my film and those who have seen the films of our competitors, what's the difference between us and them? I didn't see it anyway! "
……
With the improvement of the audience's appreciation level, the same promotional film can no longer meet the personalized requirements of customers. The above problems appeared many times at the meeting site where the proposal and the film were submitted, and the customer's booing made the promotional film upgrade again.
It should be said that the 2.0 era solved the aesthetic problem of the artistry of the propaganda film, while the 3.0 era focused on the personalization of the propaganda film. The creation of corporate promotional films is divorced from the same era, requiring production units to provide full-case services that can reflect customers' personality and highlight customers' social value, covering strategy, planning, creativity, copywriting, script, shooting, editing, animation, picture stunts and audio production. Professional film and television production companies have greatly widened the distance from traditional film and television production institutions here.
The reason why the promotional film entered the 3.0 era is that the practice and concept of market economy are deepening, which makes the marketing concept of customers develop in depth. Some industry leaders with advanced consciousness have begun to lead the marketing concept to leap into the social marketing concept. Selling products, services and profits is not all their goals, and realizing the social responsibility value of themselves and the team has become their further pursuit.
The era of corporate propaganda film 4.0: Microfilm is unstoppable.
The arrival of the network era will inevitably affect the creation of corporate promotional films as a propaganda tool.
At the end of 20 10, the first film named "hair-trigger" opened the 4.0 era of corporate propaganda films. The performance of the product is seamlessly embedded with the plot, which leads to a large number of spontaneous viewing, forwarding and endless reports in various media. The spread function of the propaganda film is infinitely magnified, and I want to see it.
The profound background of this phenomenon is that AIDMA mode has changed into AISAS mode in the process of audience acceptance in marketing. That is, the audience got interested from the initial attention, not desire, but search (due to the rise of new internet media), and the result of serch was recognized, so the action replaced the process of taking action with multi-touch memory for a long time. The traditional mode ends the whole communication process with the action of the audience, while the latest mode eventually has a sharing process, and the result of sharing is the key to maximize the communication effect.
Microfilm abandoned the blunt reality show in the 2.0 era and organically integrated them into the film; It magnifies the strategy and creative elements of the 3.0 era, and pursues the picture effect, so that its communication content can be well presented to the audience.
Microfilm subverts the one-way communication mode of promotional videos, making different types of audiences a part of the communication chain full of interest, and maximizing the publicity effect of promotional videos at this stage. Corporate promotional videos are generally divided into three forms:
First, the documentary narrative or the form introduced by the host. This form was widely used in the past.
Advantages: low cost and convenient manufacture;
Disadvantages: low cultural taste.
B, phenotype is generally based on image display, that is, through beautiful language, beautiful pictures, personalized editing to achieve the ideal audio-visual effect. This is the form used in the Olympic bid and the Expo bid.
Advantages: high grade, strong visual impact;
Disadvantages: high shooting cost and long production cycle.
C. Documentary performance In a work, documentaries and performances are interspersed. According to the needs, by activating actors and setting story lines, realism and freehand brushwork can be perfectly combined to better spread information and sublimate the theme. Corporate propaganda films are planned, filmed, recorded, edited, dubbed, accompanied by music, animation, special effects and synthetic output in an orderly manner at all levels within the enterprise. The purpose is to highlight the unique style and strength of the enterprise, so that people from different social strata can have a positive and good impression on the enterprise, thus establishing a good impression and trust on the enterprise and trusting its products or services.
The industry of enterprise propaganda film rose around 2000, and the boss of every enterprise wants his film to fully show the enterprise's own living state, value orientation, cultural heritage, business philosophy, industrial scale and so on. And through in-depth excavation to give it a unique cultural connotation, so as to help enterprises establish their competitive corporate image in social and economic life.
Depending on the role of the promotional film, the duration is also different. Usually, the promotional film played at the exhibition does not exceed 5 minutes; 8- 15 minutes is more appropriate for the promotional film for superior leaders; Movies watched by professional audiences can last longer. In this way, the audience will not easily cause visual fatigue, and feature films and introductory films can be appropriately longer. Generally, the promotional film is better in 8- 10 minutes.
Corporate promotional videos are mainly used to promote the site, project negotiations, exhibition activities, bidding, investment promotion, product release, product image, unified channel publicity methods, etc. There are two main types of content:
1, enterprise propaganda film, which mainly integrates enterprise resources, unifies enterprise image and transmits enterprise information (such as development history, enterprise management, technical strength, manufacturing equipment, quality control, market development, cultural construction, brand building, development strategy, etc.). ). A concentrated and in-depth display of the enterprise can promote the audience's understanding of the enterprise, enhance trust, achieve the purpose of establishing a brand, enhancing image and highlighting culture, thus bringing business opportunities.
2. Direct product film. Direct selling movies mainly show the production process of products intuitively and vividly through live documentaries and three-dimensional animations, highlighting the functional characteristics and usage methods of products. So that consumers or distributors can have a deeper understanding of products and create a good sales environment.
Classification of product promotion videos
The product promotion video is mainly composed of product promotion video and TV direct selling video, and the video is put in the sales hall and advertised by the media. Attractive publicity on the special functions and uses of products in a vivid and credible form can be broadcast on TV stations, shops and trade fairs, and can also be assisted when salespeople recommend products to customers, thus reducing the difficulty of explanation. Advantages of promotional film: audio-visual marketing, double shock of picture and sound, and better impress consumers.
Classification of real estate sales promotional films
As can be seen from the classification, this kind of promotional film is suitable for the real estate industry. Through real shooting, three-dimensional animation and other forms, with beautiful words, lyrical music and a small amount of appropriate explanations, the characteristics and advantages of the real estate are displayed from various angles and in an all-round way from the aspects of geographical location, surrounding environment, architectural pattern, supporting facilities and cultural features, which makes people yearn for it, thus stimulating the desire to buy and promoting the sales of the real estate. It can be played at real estate conferences or downloaded and played online for free. The propaganda film of real estate (3D animation of real estate) has appeared in the sales halls of various sales departments. Because the price of the promotional film is not high, it has won the love of real estate companies.
Classification of training management videos
As long as the management training videos are suitable for some enterprises with a certain scale. The scope of application is within the company, and some excellent training courseware can be made into video discs for cross-regional enterprise group training, which greatly improves the training efficiency and effect. It can also be made into audio-visual products for publication and distribution. Advantages of the propaganda film: the combination of sound and picture can solve the training problem, reduce most of the burden of the lecturer, and the effect is outstanding. Non-professional lecturers can also carry out high-quality training with the help of corporate videos.
Use promotional videos to classify products.
The promo is suitable for products and new products, and plays the role of product description, demonstrating in detail the structure, function, scope of application, usage, precautions, maintenance measures and customer service methods of the products. , which is suitable for gifts after products are sold. It is easier to understand than the manual, it is more convenient to learn the product functions, and it can enhance the corporate image. Advantages: Today, with the rapid development of science and technology, the paper description has come out. In the face of high-end products, the use of promotional videos not only introduces various problems of products more vividly, but also improves the brand of enterprises.
Classification of roadshow promos of listed companies
This kind of promotional film is aimed at large enterprises. According to the needs of the company's roadshow, introduce the company comprehensively with detailed data and lenses. It can clearly and vividly show the investment value of the enterprise to investors. Advantages: Just show the advantages of the enterprise, establish the image of the enterprise, and tap the bright spot of the enterprise under the public's attention.
Classification of corporate image propaganda films
Corporate image propaganda film is a common classification in propaganda film, and almost a little bigger enterprises will have their own image propaganda film. The corporate image propaganda film shows the comprehensive strength of the enterprise and enhances the corporate image. It can be a narrative-oriented short film that describes the history, culture, products, market, talents and vision of the enterprise in detail, or it can be an image-oriented short film that reflects the overall image of the enterprise through some symbolic things. Advantages: Enterprise brand marketing is essential, establishing long-term brand development, inculcating enterprise strategy and sublimating enterprise spirit to a new height.
Meeting minutes promotional film shooting
This kind of propaganda film is mostly used in government departments and state-owned enterprises. Record the relevant contents of the meeting, summarize and sort out the theme of the meeting, and form a special report. It can be kept as internal information of the company, and it can also be played at appropriate times and occasions for relevant leaders and visiting guests to watch. Advantages: Video files can record the contents of corporate meetings and corporate strategic policies with sound and pictures, which solves the problems of incomplete paper records and inconvenient storage and carrying.
Classification of promotional films for enterprise anniversary or anniversary celebration and historical review
This kind of promotional film is also one of the more common promotional films on the market. Broadcast on anniversary celebrations or anniversaries, review the development process of enterprises, summarize the success or failure of enterprise management, look forward to the future and put forward development goals. Increase employees' sense of corporate honor and motivate employees' morale. Advantages: the collection of corporate culture records the historical monument of the enterprise more vividly. The production cycle of general enterprise promotional videos is:
1, the creative and planning stage of corporate promotional films generally takes 1-7 working days.
2. The communication planning stage is usually 1-5 working days.
3. Project implementation stage:
I. Shooting takes about 1-3 working days.
B, post-production takes 3- 15 working days, and samples can be provided.
4. Adjustment confirmation stage: generally 1-7 working days.
5. Corporate promotional film submission stage: 1-3 working days to communicate with customers for the first time to understand the needs.
It belongs to this stage from the moment when the customer determines the creativity to the moment when he really puts himself into shooting. During this period, the specific production plan of corporate propaganda film and corporate propaganda film will be gradually formed, and the specific production preparation will be gradually completed. In-depth contact and communication with customers to learn more about the characteristics of enterprises and products (or urban characteristics).
In this process, we must understand the purpose of the company's promotional film, shooting scenes, whether we need to hire models, shooting time, film length and language version. The production team and creative personnel draw up the proposal outline according to the information provided by customers.
The customer has reached an agreement with us on the length, specifications, delivery date and tasks. Enterprises and corporate propaganda films, if necessary, form written explanations to help understand the creative background, target audience, creative source and performance style of enterprises and corporate propaganda films. At the same time, the company will submit the quotation within a limited time and make a timetable based on the above information.
Creativity will reflect the specific shooting process and the content of each link and there is still time. Through copywriting scripts, guests can intuitively understand the general framework of corporate promotional films and corporate promotional films. After the client confirms the outline of the proposal, he will make a detailed plan and quotation and actively communicate with the client.
After detailed cooperation and communication, a cooperation contract was signed. And in the contract to determine the cost, production equipment, film delivery date and other important content. Work cycle table from the date of contract signing to the date of delivery of single piece. Let customers know at a glance and cooperate with the cooperation process in time. Copywriting and comments.
According to the requirements of customers and the content of feature films, we invite well-known screenwriters or directors of our company to conduct pre-interviews, collect relevant information, make the first draft of the copy and send it to customers for review. The customer reviews the corporate propaganda film or the corporate propaganda film manuscript from the content, and puts forward suggestions for revision until the copy is passed. The production team and creative staff synthesize customers' opinions, ideas and requirements, sort out relevant materials and materials, create detailed film and television copy, and make story board. The film crew did a scene survey in the early stage.
After the copy was passed, the company set up a team, and the director and camera made on-site investigation in the early stage. 1. Both parties * * * reached an agreement on the shooting script, and the client signed the script to confirm the shooting, and the shooting began.
2. The production team draws up the shooting schedule and scene preparation requirements, informs customers and holds a PPM meeting.
3. Pick the scenery and prepare actors, models, props, scenes, etc.
4. The client appoints an expert to assist in the on-site shooting. 1. Collect all audio-visual shooting materials to the non-line.
2. Post-edit all audio-visual materials, including editing, special effects, subtitles, 3D, etc.
3. Dubbing and outputting samples.
4. Ask the customer to check the sample and make suggestions for modification.
5. According to customers' opinions, make modifications and make overall synthesis.
6. Ask the customer to check the film and pay the final payment.
7. Output finished products (broadcast tapes or DVD, VCD are provided according to the agreement).
8. Establish complete follow-up services such as customer data files.