The present and future of post production business and technology | Philip Hodgetts

Archive for June 6th, 2011

Lighting bill plumets using EPIC. http://tinyurl.com/3rqz73q. Post on Reduser parallels my thinking from March http://tinyurl.com/6kfogsy

From the forum post:

We are working on a few quotations out of the US, Europe and Asia at the moment and we often go back to older jobs for reference.

One thing that dawned on us the other day was how our lighting (gaffa) quotations have plummeted over the last 12 months. We still hire Gaffas but really.. hardly any gear comes out any more. Well only a small percentage of what we did use. 
The latitude and range of the chips these days are so bloody good in hi contrast situations and low light situations that large lamp fill is almost non existent anymore. In Shots were I’d throw up an 18k without even thinking twice to fill a shot under a tree through a 20×20 trace… gone. Generator gone, best boy gone… time delays waiting to set it all up also gone… Trucks have turned to Vans, Hmi’s turned to small LED panels or bounce boards…

How Do You Measure the Value of a Branded Web Series? http://tinyurl.com/6lcxj6e

As regular readers will know, I’m a big fan of branded media. Like soap operas of days gone by, branded media is a single sponsorship of music, film or web video projects. Of course, one of the problems with any media investment by a brand – be it with branded media or advertising – is measuring the effectiveness.

Wilson Cleveland of CJP Digital who has made a name for himself as a producer of branded content has a formula for assessing monetary value of the media to the brand:

And in working with brands, he’s created a formula by which the actual monetary value of a branded web series can be measured for the brand. “We’re in a position to calculate a different kind of ROI than ad plays and impressions,” Cleveland said via phone. The basic purpose is to evaluate things from an earned media perspective.

Branded media is at least only giving us one brand message, and one presumes it’s done in a way that is at least sympathetic to the media’s content.

June 2011
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