Corporate film

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Corporate Video ( English corporate movie ) is that part of corporate publishing , based on the design of moving images. All video applications used for internal and external corporate communication can be summarized under the term corporate film . Examples include IPTV , web TV series, corporate TV , business TV , mobile Internet and moving image presentations, which can increasingly also be played on mobile digital devices such as smartphones or tablet PCs .

Types of corporate films

In view of the diverse uses of moving images in corporate communication, which can rarely be clearly separated from one another, a distinction is made in terms of content between:

  • Image films : these link emotional and economic content with one another. They are used to present a company, usually without striking PR.
  • Product films that not only explain products, but also describe their functions and reproduce hidden product features in an understandable manner using animations. Premium product films can be dynamically adapted and expanded: to a product mood , to a product manual or to product information.
  • Training films that are aimed at internal target groups in order to further educate them. Technical issues or safety guidelines are prepared in an understandable and didactic manner using moving images.
  • Project documentation, in which an updated film documentation is continuously presented, informs the viewer of the progress of a project.

history

The beginnings of the corporate film go back to the 1950s. Companies like Friedrich Krupp AG founded their own film departments. Most of these films followed a consistent pattern: They presented the manufacturing process of a product. These films were presented to the factory visitors in specially designed rooms. In the 1950s, Siemens-Schuckertwerke AG produced a series of longer annual films for internal use that show the company as a "harmonious whole" (Noppeney 2007).

The image film was made in the 1960s. The focus was no longer on the product, but on the company. In the late 1970s, the industrial film market experienced a boom. Due to improved video production techniques, more and more companies were able to afford the production of a film that was also used for purposes such as training, further education or trade fair assignments.

Business TV developed in the 1990s . With the digitalization of the media, animations, new image effects and new distribution channels were created. In terms of content, the majority of corporate films were shot up to the turn of the millennium to represent the company's corporate identity . As a means of mass communication, film proves to be a management and communication tool alongside the company newspaper or notice board (Noppeney 2007).

Corporate films experienced a crisis with the collapse of the global economy following the terrorist attacks on September 11, 2001 . Corporate film has been making its comeback since 2006, especially supported by the new distribution channels offered by the Internet. The study “European Communication Monitor 2010” shows that more and more companies are shifting the focus of their corporate publishing activities away from print media and towards the online segment. The embedding of films is becoming more and more important. These and other studies confirm that a further increase in the importance of corporate films can be expected in the future.

Examples

Portals such as “SAP TV” inform viewers around the clock about company news. Web series such as "Cioneers-TV" integrate professional vodcasts in PDF case studies. In doing so, superficial advertising is dispensed with, in some cases not even naming the issuing company. Here the brand is withdrawn and the content is placed in the foreground.

dramaturgy

Successful moving image products are also based on findings from the neurosciences, because 60% of the cerebrum is occupied with perception, interpretation and reaction to visual stimuli. A visual message therefore only sticks to the recipient if it succeeds in attracting his attention through targeted design. At the same time, authenticity and credibility are decisive factors for the audience to trust a message.

Quality standard

Forecasts assume that in 2014 up to 75% of the German population will be able to use the Internet with a data transmission rate of 50 Mbit / s. Television is then also possible in high definition quality on displays of any size as a stream. User-generated content , on the other hand, has reached its zenith. The user now expects the highest quality from moving images. Only high-quality production in terms of technology and content reflects the company's corporate identity in a manner appropriate to the brand.

Multiple use

The corporate film has to adapt to the various characteristics of different forms of presentation on the web, intranet, TV or at trade fairs. The trend is therefore towards the modular planning of moving image projects. The material is archived and edited into new products (image films, trailers, product spots, etc.) via the company's own archive in post-production. It also serves as footage material for television professionals. The editors can now load broadcast-quality videos directly into the editing systems.

See also

literature

  • Markus, Elsen: More than a thousand words. Factbook 7 Corporate Publishing. Trends, tools, facts in corporate publishing. Munich 2009, Forum Corporate Publishing pp. 34–36
  • Karl R. Gegenfurtner, Sebastian Walter and Doris I. Braun: Visual Information Processing in the Brain, Department of General Psychology, Justus Liebig University, Giessen 2010, p. 1
  • Lanzenberger , Wolfgang; Müller, Michael: Making corporate films. Business movies in the digital age. 2017 (3rd edition). Cologne. Herbert von Halem Verlag, ISBN 978-3-7445-0905-3
  • Claus Noppeney: From Annual Film to Corporate Video: Organizations and their Film Practice. In: Beate Hentschel & Anja Casser (eds.), The vision behind. Berlin 2007: Vorwerk 2007, pp. 76–91.
  • Felix Rodenjohann: Moving Images for Corporate Communication Experiences and Solutions. So that films don't cost a lot, but move a lot. Saarbrücken 2009, VDM Verlag Dr. Müller.
  • Zerfaß, Ansgar / Mahnke, Martina / Rau, Harald / Boltze, Alexander (2008): Moving Image Communication on the Internet - Challenges for Journalism and PR. Result report of the moving image study 2008. Leipzig: University of Leipzig

Individual evidence

  1. ↑ European Communication Monitor; see. Pp. 69, 76, 78 (PDF; 1.1 MB)