“I don’t make movies, I make films!” – Billy Walsh from Entourage
Film is a magical and dying medium. Only Kodak remains as the last bastion of motion picture film as Fujifilm announced the discontinuation of the vast majority of its film products. Celluloid has a certain panache and glamor associated with it. The silver screen; the golden age of cinema. Clark Gable, Claudette Colbert, Cary Grant, Audrey Hepburn—all of these names and personas are immortalized on physical 35mm prints. The term “film” when referring to the work of art rather than the physical stock, has come to connote a certain degree of quality, craftsmanship, and artistic merit (One Flew over the Cuckoo’s Nest, film; Transformers, movie).
In the corporate setting, video seems to be the buzzword. Personally, whenever I hear the phrase “corporate video” I cringe a little bit. To me, the term “video” is associated with home videos recorded on grainy 8mm film or a little handycam from Best Buy. Society is moving in an increasingly more visual direction. Our phones can now capture moving images. Vine and instagram allow for micro-sized movies to be shared with friends and family. As a result, it’s easy to whip some video content together on a phone and start creating a video footprint.
There is definitely a place for iPhone videos and Vines in marketing strategies. After all, they’re inexpensive to use, extremely portable and match the style of most normal social video content. At the same time, one can’t devalue the more polished side of the visual spectrum. Rather than think of a 30 second explainer video as a corporate video, approach it as a corporate film. A film tells a compelling story in a visually stunning way—in a way that connects on a deep and emotional level with audiences.
The best films are the ones with the best stories. Don’t think of film and fear Michael Bay sized budgets. Instead think of touching indie classics like this past summer’s The Way, Way Back. With a great story and a cinematic mindset, you can create a great corporate film.