Editing technique research

For this task I will be creating a 4-8 minute video essay, with the purpose to show younger students different editing techniques. The techniques that I am explaining are:

Shot reverse shot:
This technique is also known as shot/countershot, and is a classic Hollywood film style of continuity editing where a character is shown looking at another character, often off-screen, and then the other character is shown looking back at the first character either delivering dialogue or reacting to dialogue. Since the characters are shown facing in opposite directions, the viewer assumes that they are looking at each other, so the scene travels in one continuous flow of action that develops chronologically. It is an example of an eyeline match.

Here is an example of this technique from Se7en:

180° degree rule:

The 180° rule in filmmaking is a basic guideline regarding the on-screen spatial relationship between 2 characters or an object within a scene. An imaginary line called the axis connects the characters, and by keeping the camera on one side of this axis for every shot in the scene, the first character is always frame right of the second character, who is then always frame left. Breaking the 180° rule by shooing on all sides is known as 'shooting in the round'. The object that is being filmed must always remain in the centre, while the camera must always face towards the object.
Here is an example of this technique from The Lord of the Rings: The Return of the King:

30° degree rule:
The 30° degree rule is a basic film editing guideline that states the camera should move at least 30° between shots of the same subject occurring in succession. If this rule isn't followed, a jump cut occurs and there is a risk that the audience starts focusing on the filming technique instead of the story that is being narrated. The 30° change of perspective makes the shots different enough to avoid a jump cut. Too much movement around the subject may violate the 180° rule. Following this rule may soften the effect of changing shot distance, such as changing from a medium shot to a close-up or extreme close-up.
Here is an example of this technique from Land of the Lost:

Cross-cutting:
Cross-cutting is an editing technique most often used in films to establish action occurring at the same time in two different locations. The camera will cut away from one action to another action, which can suggest the simultaneity of these two actions. Suspense can be added by this technique, built through the expectations that it creates, and the hope that it will be explained in time. Cross-cutting also forms parallels, illustrating a narrative action that happens in several places at approximately the same time. The length of the cross-cuts can set a rhythm of a scene e.g. increasing the rapidity between two different actions may add tension to a scene.

Here is an example of this technique from The Bourne Supremacy:

Match on action:

This technique is also known as cutting on action, referring to film and video editing techniques where the editor cuts from one shot to another view that matched the first shots action. Although the two shots may have been shot hours apart from each other, matching on action gives the impression of continuous time when watching the edited film sequence. By having a subject begin an action in one shot and carry it through to completion in the next, the editor creates a visual bridge which distracts the viewer from noticing the cut or noticing any slight continuity error between the two shots.

Here is an example of this technique from Batman Begins:

Temporal overlap:
This is when an action is shot or repeated from a different angle to emphasise the content of the shot. Action films in particular feature many examples of temporal overlap, as it can be used to show fast paced action movements from different perspectives, so that the audience can fully comprehend the shot.
Here is an example of this technique from Mission Impossible 2:

Kuleshov effect:
This particular style of editing is a montage effect, demonstrated by Russian filmmaker Lev Kuleshov in the 1910s and 1920s. It is a mental phenomenon by which viewers derive more meaning from the interaction of two sequential shots than from a single shot in isolation.

Eisenstein montage - 5 methods:

• Metric - where the editing follows a specific number of frames (based purely on the physical nature of time), cutting to the next shot no matter what is happening within the image. This montage is used to elicit the most basal and emotional of reactions in the audience.
• Eisenstein's October is an example of metric montage.

• Rhythmic - includes cutting based on continuity, creating visual continuity from edit to edit.
• A rhythmic montage example is The Good, the Bad and the Ugly where the protagonist and the two antagonists face off in a three-way duel.
• Another example is The Battleship Potemkin's, Odessa Steps sequence.

• Tonal - a tonal montage uses the emotional meaning of the shots, not just manipulation the temporal length of the cuts or its rhythmical characteristics, to elicit a reaction from the audience even more complex than from the metric or rhythmic montage. E.g. a sleeping baby would emote calmness and relaxation.
• An example is Eisenstein's The Battleship Potemkin, which follows the death of the revolutionary sailor, Vakulinchuk, a martyr for sailors and workers.

• Overtonal/associational - the over tonal montage is the cumulation of metric, rhythmic, and tonal montage to synthesise its effect on the audience for an even more abstract and complicated effect.
• Pudovkin's Mother is an example. In this clip, the men are workers walking towards a confrontation at their factory, and later in the movie the protagonist uses ice as a means of escape.

• Intellectual - uses shots which, combined, elicit and intellectual meaning.
• An example is Eisenstein's October and Strike. In Strike, a shot of striking workers being attacked cut with a shot of a bull being slaughtered created a film metaphor, suggesting that the workers are being treated like cattle. This only arises when they are juxtaposed.
• At the end of Apocalypse Now, the execution of Colonel Kurtz is juxtaposed with the villagers' ritual slaughter of water buffalo.

Mr B's sweet shop - location

Here is a screenshot from Google Maps of the sweet shop. The shop is located next to the hairdressers, however Google Maps hasn't been updated since the opening of the shop and therefore the old premesis still remains. This gives me an idea of how to work any exterior shots, and information of where to go when meeting with the business owner.

Mr B's sweet shop - photographs

Here are some photos that I have taken from the sweet shops Facebook page. This gives an insight into the shops interior and exterior, so I know what to expect when planning and then filming. I will see the layout of the shop when I go to meet with the owner to discuss a shooting plan, however after finding these images I feel happier about producing a draft plan alone.

Mr B's sweet shop - colour palette

This is the basic colour scheme taken from the sweet shops logo and shop front. I hope to use this colour scheme throughout the promotional video, via the shop exterior/interior and text on the screen e.g. contact details.

Progress so far 6/2/2015

The final deadline of the project is 13/3/2015, and with just over a month until the target date I felt it necessary to look into my progress so far. Below is a list of my achievements of far:

• Analysis of 4 different promotional videos.
• Research of different business types to create a promotional video for.
• Research of different technical features to include in a promotional video.
• Research of 4 business' to possibly create a promotional video for.
• Design brief explaining my aims and objectives.
• Made contact with my auntie who helps to promote independent business' within the local area.
• Made contact with an animal/retail park.
• Visit from ex-student Timothy Pratt.
• Received an e-mail from the animal/retail park stating that they had no desire for a promotional video, therefore I contacted another business via e-mail, a local old fashioned sweet shop.
• I did not receive any feedback from the sweet shop, so contacted them again via Facebook, as I noticed that the Facebook page for the business was active quite regularly.
• Analysis of existing promotional videos, of the same business type.
• I still didn't receive a reply, so contacted them once more on 4/2/2015 a week after initially e-mailing the business, this time via telephone.
• Filming techniques, editing techniques and equipment for shooting.
• Contacted my client again via telephone to confirm the business wanted a promotional video.
• This current post, my progress so far on 6/2/2015.

Techniques to use in my promotional video

After researching existing promotional videos, I plan to use a set list of technical and editing techniques, I will make note of these and then discuss them with my client to establish what needs improving and changing.

Filming techniques

• 1-1:30 in length, keeping it short and snappy.
• Natural lighting/maybe some artificial lighting from the shop lights. Slight editing can be done in post-production.
• Establishing shots of the business from outside, giving viewers of the promotional video an insight to the frontage, to then recognise and visit.
• Handheld camera shots to give a trendy and edgy feel.
• Pans and tracks to show a bulk of the stores stock in a single shot, to look appetising and appealing.
• Talking heads of the business owner to establish how the business came to practice, and customers briefly reviewing their experience at the store.
• Candid shots to show customers enjoying the service of the shop.
• Shallow depth of field to concentrate focus on the products.
• Time-lapse to show the custom of the shop.

Editing techniques

• Instrumental music/or minimal voice, retaining a playful theme.
• Transition between black and white to give a vintage feel.
• Slow cuts, to give a sense of realism and show the full extent of the products.
• Slow-motion, again to show the products in greater depth.
• Fast-motion when editing the time-lapse sequence to increase the speed.
• At the end of the video a logo/website address/telephone number, to keep the company branding and contact details apparent.
• Continuity/montage.

Equipment when shooting:

• Canon 5D camera.
• Fluid head tripod.
• Tripod slider.
• Reflector (possibly).
• Notepad, to refer to my shooting plan and make notes on additional information.
• Legal documents to get signed e.g. health/safety and release forms.

Existing promotional videos

Techniques that I like featured in the video:

• The video is 1:06 minutes long, which is short and snappy.
• Establishing shots showing both the outside and inside of the establishment.
• A voiceover of somebody who clearly works at the business, giving a brief description about how the business came to practice and the general atmosphere of the store.
• Instrumental music does not distract the audio from the voice-over, but creates a fun and playful theme.
• Shots of the products look appetising and appealing.
• Shots of the business with no customers and then shots with customers.
• The lighting works very effectively as it is high key and projects the products in an attractive light.
• Techniques such as pans, tracks, shallow depth of field and timelapse give the video a good technical aspect and appear appealing to an audience.
• The end of the video features the company logo, website, telephone number and address. This is good for business as people can identify with the branding.

Techniques that I liked featured in the video:

• Despite being a promotional video for a coffee shop the video features many technical qualities that are similar to the video shown above, in addition to aspects that I want to include in my promotional video.
• Time-lapse.
• Transition between black and white and colour, giving it a trendy vintage style.
• Panning shots showing the products in greater detail.
• Shallow depth of field, again shows the products in greater detail.
• Handheld camera gives a trendy edgy feel.
• Talking heads giving information about how the business began and customers briefly reviewing the service.  By asking customers to describe the business in one word, it gives a snappy, informal and fun feel to the promotional video.
• Candid shots, showing customers enjoying the service.

Timothy Pratt visit

On Tuesday 27th January an ex-student of the college came into visit, Timothy Pratt now owns his own production company and spoke to us about his education choices and career in production. He showed us a few of his first production videos that he created whilst at University, and gave us some advice for the current unit of promotional video and working with a client.

Here are the key points of advice that I recieved:

• To work effectively with the client and communicate well.
• Collating ideas and making the video to the clients standard, as he expressed his fustration at not always being able to use his own ideas and not liking the finished product, but afterall the video is to the clients specification.
• He advised us about working to deadlines, to plan efficently and be aware of things that can go wrong. This has encouraged me to leave plenty of time to shoot and edit, just incase something does go wrong and the deadline is not reached.