Video as web content and professional cinematography
Importance of video as web content
Tim Berners-Lee’s invention of the World Wide Web in 1989, can certainly be called as the invention of centuries on earth. It has not only become the most important tool for information for billions of people worldwide but also it is undergoing rapid developmental changes everyday. Web contents have become indispensable for us for day to day life, social connect, education, business, governance and every aspect our being - not only textual, but images, sounds, videos, and animations.
Out of all these video content in the web is very clearly seen as the future of information and entertainment. According to news shared by HubSpot, video is projected to claim more than 80% of all web traffic by 2019. Adding a video to marketing emails can boost click-through rates by 200-300%. Embedding videos in landing pages can increase conversion rates by 80%. According to YouTube, mobile video consumption grows by 100% every year. 64% of customers are more likely to buy a product online after watching a video about it. 87% of online marketers are currently using video content in their digital marketing strategies. A third of all the time people spend online is dedicated to watching videos. Video ads now account for more than 35% of all ad spending online. Digital marketing expert James McQuivey estimates that a single minute of video content is the equivalent of 1.8 million words. So it goes without saying that video web content is the future.
Video on demand, Netflix and the likes
Video on demand (VOD) is an increasingly popular platform which allows users to watch video contents like movies and TV shows at their convenience, whenever they want, rather than at a fixed broadcasting / show time. This has again been a path breaking concept. Today airlines to radio cabs – you see VOD everywhere as in-flight / travel entertainment for the, where they can play video contents of their choice through individually controlled screens. Every TV channel today, allows the user to have a mobile application which allows VOD.
DVD sales or rental is a history. Netflix's original business model was DVD rentals and sales. However, in 2007, Netflix rolled out a global expansion plan in the form of streaming media. Netflix introduced a subscription model and as on 2018, it has 117.58 million paid subscribers worldwide. Which primarily used to be movies and TV shows, is now changing to various types of other contents. Netflix got into content production industry in 2012 and has greatly enhanced productions of movies and TV shows through “Netflix Original’ which is an online library of movies and TV shows.
Having said that, we completely understand that video contents are the future of academics, information, business and entertainment. While videos can even be made using your mobile phones and DSLRs, creating sellable video contents to potential buyers like channels, broadcasting stations, content production companies and media houses is what requires a bit more serious introspection and there is where comes the importance of understanding film making.
Filmmaking is a process in itself. It involves story writing based on an idea, screenwriting, casting, shooting, sound recording, editing and screening before the actual audience can have a look at it. Among all aspects of a film making, cinematography is the most vital, most challenging and the most interesting part. A good cinematographer not only understands his camera, lenses, film stocks, filters, framing and aspect ratio, lighting, camera movement but also ensures that the final product is a sellable movie.
Text by Caesar Sengupta