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Postproduction is what happens when everything is brought into the studio. It's the process of pulling together all the elements of pre-production and production to the finished asset.

The first thing to remember is that you will NEVER achieve a professional looking film using amateur editing software. Its capabilities fall well below those that will be required. Even the best camerawork will at some stage rely upon professional editing software to apply filters either to enhance moods or to correct minor imperfections.

We're all used to seeing amazing effects and quirky features on TV programmes and cinematic films but it's critically necessary to recognise the difference between "entertainment" and "corporate" videos that have to deliver important information.

A successful corporate film, whether it is a promotion, advert or any other form of business communication must engage the viewer with relevant content. The treatment must be sympathetic to the project objectives. It should not be a distraction or cause confusion why it's being watched. The viewer's attention must be retained for the right reason.

Editing is usually the longest of the three stages. It exceeds the time spent filming several times over.

Individual clips are assembled into the running order of the storyline. Being able to trim them with precision accuracy, sometimes frame by frame, can be essential as small fractions of a second can determine whether or not it runs smoothly and feels right. The process becomes more complex as it evolves so a "rough cut" is sometimes previewed at an early stage to ensure it is working properly. This initial preview may not have the same feel as the film will have when finished.

Tastefully applied effects and filters are added to influence the dynamism, mood and feel of the film. Too many effects can, however, distract from the core value of what the film is communicating. Done well, they can be very subtle and hardly noticed. They play an important role in how the viewer perceives what is being communicated.

The "make or break" point to recognise
Both pre-production and postproduction can either deliver an interesting story, or leave your viewer wondering "So what?" Unfortunately we've seen many finished films that may be pretty to watch but leave us thinking "It really didn't tell us what that company should have".
Post-Production is what happens when everything is brought into the studio
Music and sound
"Normalising" recorded sounds correctly balances individual component and overall levels. Broadcasters set a reference level so that they are transmitted at the correct volume.

Sound can also have filters applied to enhance moods. The importance of a good production crew is however emphasised by the difficulty in correcting badly recorded sound.

Adding music and sound effects in strategic places can have an impact upon the tone of your film. Don't rely upon music alone to generate emotion. More impact can sometimes be achieved by varying tracks within the same film or even having none at all. Music tracks must be licensed for use in your video production. Be warned that the use of commercial music without having paid what can be quite complex and expensive copyright fees is illegal. It can have costly and embarrassing consequences.

Delivery formats
Technology enables videos to be played on many platforms such as High Definition Blu-ray, DVD, web streaming, retail loops, on computers, mobile devices, TV's, large overhead screens etc. They all have complex and differing technical attributes that affect their optimum performance. They can easily be underestimated and "near missed" by all but the most proficient of encoding experts.

Disc authoring
Disc authoring is the creation of menus and transcoding to appropriate formats and bitrates for Blu-ray and DVD. Worldwide formats vary between PAL and NTSC.

Return to Stage 1: Pre-Production
Return to Stage 2: Production
You are at Stage 3: Postproduction


If you would like help creating an effective theme and professional production for a company promotion about your business or adverts for your products, why not give CorpFilms [UK] a call?

Call or email for an informal chat.

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How to commission a corporate video
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