If
you've decided on using an outside production service, which one
to choose? You'll be forming a partnering relationship, and there
are tangible and intangible factors to consider, so choose with
care. Here are some tips that will help in making your selection.
There has to be a personality match between you and the production
house. Meet with key people, especially the producer/director who
would handle your project. Find out whether you both speak "the
same language," and see life in the same general terms. Match
the capabilities and experience of the production house with your
requirements. Some production firms specialize in TV commercials
while others handle TV commercials as well as corporate communications
(corporate image, training, information, marketing and sales, etc.)
Find out if they can handle the entire project or if you'll be
left to worry about props, locations, talent, printed material,
release prints, packaging and distribution. Look at samples of
their work and ask what the budget was for various projects they
show you. This will give you an idea of how much production value
your money will buy at this particular firm.
Ask to see sample proposals and quotes. Their proposal should spell
out clearly what you'll be getting for your money, in terms you
can understand. Clarify who owns the end product and the original
footage. Some production houses retain ownership in order to guarantee
repeat business on that project when revisions are required. Request
a tour of their facilities. Keep your eyes and ears open and ask
questions.
Do
they have a shooting stage suitable for sound recording?
Is
the shooting area large enough to accommodate your project without
compromising camera moves, lighting, etc.?
What
media formats do they handle? Today's audiences demand quality images.
For video, the studio should be using Beta SP or digital systems.
In film, 16mm is still the standard; however, 35mm is often used
for large-audience projection or when complex optical effects are
required.
What
are their audio facilities like? While analog systems may be adequate,
an up-to-date facility will have digital audio recording and editing.
Make sure they have contemporary music and sound effects libraries,
as well as a knowledgeable audio engineer.
Are
the video special effect capabilities adequate for the project
you have in mind? Does the director know how to use special effects
to enhance your presentation rather than for their own sake?
Editing
is one of the most critical steps of film and video production;
a good editor can often create a show with great impact from mundane
footage. Ask to meet their editor. You should have the same confidence
and sense of "chemistry" as with the director.
Check
the editing facilities. A computerized editing system, whether digital
or analog, is necessary to turn out a videotape for today's critical
viewers. Non-linear editing systems, such as AVID, allow for great
freedom in assembling and reassembling shots and sound elements.
This results in an end product with higher image and audio quality
and with greater creative flexibility than can be obtained using
linear editing systems. |
