Shooting Ad for 40 foot screens with DSLR/HVX. Tips so it doesn't look like poo?

MikeWilkinson

MikeWilkinson

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Most of the projects I do go out to the web, so I'm looking for any advice from anyone may have past experiences doing projects for large theater screens. This is for a :60 ad being shown before the movie, and will likely be shot at 1080p with a DSLR or HVX, being played back via a QT movie or other digital playback system.

What I'm thinking so far;
• Use that real estate – shoot wide, scenic compositions
• Don't shoot typical CUs, will be uncomfortable and the content is certainly not dramatic enough to call for it
• Don't be too shaky, even handheld footy needs to be reasonably smooth since blown up the shakiness will be exaggerated

Anything else? We're going for a style similar to this video here, but I'm not sure it can work quite as well on a big screen since it's moving around quite a bit... I welcome your thoughts and suggestions, thanks!
 
What DSLR is it? I've seen stuff shot with both 5D on the big screen and things I've done with my GH2. The 5D needs to be sharpened afterwards, plus you run the risk of moire (unless you use the anti aliasing filter, which also allows you to use sharpening) but can risk looking soft otherwise. The GH2 holds up a lot better. I recently did a music video with a GH2 into an Atomos Ninja (shooting ProRes HQ) and it was about as sharp as an Alexa.

Do you have a rig for the handheld footage? I would otherwise recommend renting a jib/dolly of course...
 
My last T2i feature (same sensor as the 7D) was shown at the theater and looked great. I onlined the film in After Effects and added a sharpening of 20. How that translates to your software, I don't know, but it'll look spectacular
 
I would without a doubt hire a stadycam operator, or if you have the know how, do it yourself. As you stated shaky footage is terrible on the big screen. remember blair witch? ewww, horrid. Your cam is fine. I have seen sd footage blown up and it looked fine. The 7d resolution is a bit better than sd. Sounds like you have done some homework. As always, audio is more important than picture quality. especially if it's on the big screen. Med close ups would be fine, I wouldn't suggest as some call it "face fcking the cam" But monitor it. you will have a better idea than using the lcd, as the 7d has full res on hdmi. good luck, sounds fun:)
 
What lenses are you using with it? I'm guessing you will do color correction afterwards too?
 
maranfilms said:
I would without a doubt hire a stadycam operator, or if you have the know how, do it yourself. As you stated shaky footage is terrible on the big screen. remember blair witch?
Click to expand...

Yes, having the viewers experience motion sickness while viewing an ad, doesn't send quite the right message...

But other popular techniques of TV don't read will for me on the Big Screen, such as 'hunt' focusing, 'hunt' zoom, etc.

I did not see "District 9"(2009) in theaters, nor "Battle: Los Angeles"(2011) for that matter, where these sorts of techniques may have been used more... so I don't know if a full length movie, were some shots where in that style would have bothered me... but definitely a 30/60 second spot filled with such would.
 
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There should be no issues with movement similar to your reference if the cameras are jello and strobe free and operated properly. (Do a test).

El Director gave you a good tip. Finish in After Effects.

IN AEFX you will be able to use tools that work at sub pixel level and also get a great out put.

I woud add..you could also finish in Flame.
 
Can't vouch for 7D, but I have shot films on both the HVX and 5D that looked great on 30' theater screens when HD projected. I'd just follow all the rules and good practices you would for anything and it will be fine.
 
MikeWilkinson said:
Most of the projects I do go out to the web, so I'm looking for any advice from anyone may have past experiences doing projects for large theater screens. This is for a :60 ad being shown before the movie, and will likely be shot at 1080p with a DSLR or HVX, being played back via a QT movie or other digital playback system.

What I'm thinking so far;
• Use that real estate – shoot wide, scenic compositions
• Don't shoot typical CUs, will be uncomfortable and the content is certainly not dramatic enough to call for it
• Don't be too shaky, even handheld footy needs to be reasonably smooth since blown up the shakiness will be exaggerated

Anything else? We're going for a style similar to this video here, but I'm not sure it can work quite as well on a big screen since it's moving around quite a bit... I welcome your thoughts and suggestions, thanks!
Click to expand...


Today's audience can take almost anything thrown at them. Unless your demographic is way up there, that shouldn't be an issue.

As to the linked video, the movements are full of kinetic energy, and it's fun. For a commercial that makes for good ingredients to something impressionable. If your going for that style and feeling, you can't go wrong.

Good luck on the project Mike!

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