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There's a new kid on the block
For years there has been talk about moving images becoming the next big thing, and 2016 is the year that it happens. Why does everyone want moving images right now and how can you get on board? We have peppered film expert Joakim Lindhé with some questions so that you can learn from his experience and get some sensible advice about using film. In the next two newsletters we will focus on moving images and Joakim will be with us the whole way. Here we go!
Hi Joakim! What is your line of work?
"Most of my professional life I have worked in television, as a reporter, editor and producer. Much of that time it has been in news and society, as well as culture, talk shows and several documentaries."
 
"Today I run Yellow Kid, a company that produces explanatory animated films. I also conduct training and give advice on moving images."
Why, in your opinion, do we want footage right now?
"When I started working with moving images, the cameras cost several hundred thousand, and distribution was via VHS cassettes or via a few established TV channels. Many of the financial and distribution barriers that used to exist have disappeared. Today, a smartphone might be all you need to make the film and start a channel that reaches around the world."
 
"At the same time, competition for consumer media time has increased dramatically. In the choice between reading a text or a watching a film, a film requires less effort from me as a media consumer, especially on a small screen display."  
What kind of communication needs are suitable for moving images?
"When it comes to emotions and action, film is unbeatable. Somewhat cynically, one could put it like this, 'people crying and fires do well on TV'."
 
"The moving image also does very well when trying to show how something works. On YouTube, the genre featuring tutorials and "how to" films, has experienced unbelievable growth. If you want to learn how to tie a neck tie, how to build a wooden deck or how to get a baby to stop crying, it is much easier to absorb when somebody shows in action how to do it, than to read about it."
What really makes a film good?
"My own simple yardstick: If I want to see it to the end = good. If I want to see it again = great. If I want to share it = awesome! But the answer may be quite different depending on your perspective. One can also say, a good film is whatever the viewer thinks is worthwhile to look at."
How does a film become meaningful to a viewer?
"One example is my daughter, she is about to get a driving license and wanted to learn how to back around a corner. On YouTube, she found a film that a driving school had produced. Technically, it sucks – not even sharp – but the teacher explains in a way that allows my daughter to get the information she needs. That particular video has over 100,000 views! Is it a good film? No, absolutely not, when I look with my professional TV eye, but it responds to a genuine need for those wanting to learn to back around a corner."
 
"If you can offer information that has clear value for a specific group, then viewers are very lenient regarding various technical flaws. That degree of tolerance is not available in all modes. An inexpensive, homemade film can be counterproductive if it is attempting to sell an expensive, quality product."
What do you think you can do better with video images compared to still images?
"Everything has its raison d'être, but a film often needs to be embedded with both text and still images."
 
"In turn, when telling a story, still images often requires being supplemented with text. All of that you can get into a film."
How to create a film that reaches out
• Start from the viewer's perspective. You can offer three different elements: information, fascination and identification. Do not inform. Tell stories and make the film to be more about people than technology or something else.
 
• Start by asking yourself: Why on earth would anyone want to watch this? What would make me want to watch this film to the end?
 
• Formulate the results you want the film to achieve. Then you can start thinking about what means you will use to achieve the goal. That's the easiest way to get it right.
 
• Think bigger than just the video itself. A good name, the right thumbnail image, a true content description, are also important things to consider for a film to be effective in the end.
How do you make a clear film brief? That and much more we will learn in the next newsletter on September 29!
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