Agree with Simon on the time span of attention of a by passer. 10 to 15 years ago we ran shopping centre displays and travel an leisure show displays and the best video was a bright an breezy clip of about 2 minutes from Simon Townsend's Wonder World. The other thing were stunning still slides on a big screen going thoroughly quickly. Think back to Brisbane's Expo what stand grabbed your attention - in my case not the USA, not the Australian states but the Canadian Stand. Needless to say 6 years later I went to Canada for 6 weeks Ian McPhee ----- Original Message ----- From: "Simon Hackett" <[EMAIL PROTECTED]> To: "Discussion of issues relating to Soaring in Australia." <[EMAIL PROTECTED]> Sent: Wednesday, August 04, 2004 11:28 AM Subject: Re: [Aus-soaring] GFA Marketing Committee
> On 3/8/04 8:38 AM, "Mark Newton" <[EMAIL PROTECTED]> wrote: > > > Give the same video to someone who has never flown before and they'll > > have a different emotional reaction: "Geez, I bet if I tried that > > I'd throw up. I wonder if it's as dangerous as it looks?" Then ask > > them whether a view of the instrument panel is interesting an exciting > > just because the altimeter is reading something in the flight-levels > > and they'll start to wonder if you're on drugs or something. > > > > I strongly aqree; > > The time a shot can run for, while retaining appeal for folk outside of the > subject matter concerned (which is the target we're talking about) is > extremely short (in any realm). > > A glider pilot might enjoy 5 minutes of staring at wave clouds from above > (and I certainly do!), but a non-glider pilot is going to be wandering off > for a snack after anything longer than 20-30 seconds in a single shot in a > film. Of anything. > > A little exercise for you if you don't already appreciate this - watch > anything on TV (except Big Brother Up Late) and try to get a sense of how > long each shot in what you are watching actually lasts before it flips to > another shot. Even if it then flips back again soon thereafter. You may be > surprised at just how rare anything more than 30 seconds is. > > Anything longer than about a minute is up in 'epic' territory, and there is > a reason why the odd 3-5 minute continuous 'take' in a movie is considered > either 'brave' or has to be justified for some deep artistic reason. > > Per-shot attention span is incredibly short in the popcorn era... > > ...Unless you already love the subject matter... This is why 5 minutes of > wave soaring is heaven on a stick for a glider pilot to watch, and 4.5 > minutes of 'why am I here' for anyone else. > > This is also key to why some films you watch lead you to fidget in your > seat, and other film hold you on the seats' edge. > > The same applies, for instance, to videos of ones' children - I produced a > video of the first two years of my daughters' life, edited down from 15 or > so hours of footage over two years to something which is currently ten > minutes long. > > To show it to anyone outside of my immediate family without putting them to > sleep, and with the best will in the world, I'll need to find another 7 > minutes to remove, and remove them - and somehow make the results still flow > and tell a story. Successful film editors do something very, very hard. > > That is why, at a deep level, you would produce the best forms of gliding > 'promotional' footage by engaging professional film makers. Just as you > would want to do in any pursuit for which you want to get the best result. > Engage subject matter experts. > > And it remains the case that even if you do that - spend the money you need > to spend - you still need to have done that *after* you work out what you're > going to do with the resulting wonderful film, and why. > > And *that* is the realm for another subject matter expert - a marketing > subject matter expert. And even they can't do their job without knowing what > you hold as your definition of 'successful marketing'. It could be all sorts > of things. Beware of assuming everyone else has the same notion of 'success' > here as you do. The reasons why we fly gliders vary. > > Simon > > _______________________________________________ > Aus-soaring mailing list > [EMAIL PROTECTED] > http://lists.internode.on.net/mailman/listinfo/aus-soaring _______________________________________________ Aus-soaring mailing list [EMAIL PROTECTED] http://lists.internode.on.net/mailman/listinfo/aus-soaring
