Think Cinema

Who doesn’t love a good movie? The box office has been a little strange these past few years. The pandemic seems to have left a lasting impact on going out to the movies. Add in too many streaming services and too many films going straight to digital, and it feels like things have shifted.

Case in point: if you ever think about watching the recent Amazon release The Pickup with Eddie Murphy and Pete Davidson, don’t. Even if you have nothing better to do, trust me, there is something better to do. Yet somehow, I still got sucked into watching it. Okay, I’ll admit it: I was bored and watched the whole thing. Murphy delivers some classic wisecracks, but the plot is a mess. And honestly, how did Pete Davidson ever become famous? He reminds me of the current generation’s Tom Arnold. Anytime he shows up, you cannot help but wonder, “Who is he related to?”

Anyway, back to the real topic, movies. They’re woven into the American experience. We love them. We crave a box office hit. And when you’re thinking about video for your community, think movies. Think sweeping epics. Think Gone With the Wind. Think about the emotions your favorite films stir up, and work to create that kind of cinematic experience for your town.

I have a cousin who’s a very talented videographer. Growing up, he was always creating little productions, often with Legos. He built Lego cities and turned them into sets for his videos. By first grade, he was already experimenting with editing and film. Today, he runs Sideline Media in Nebraska, specializing in sports videos full of cuts, energy, and excitement. He’s very good at what he does.

But here’s the thing: as great as that style is, it doesn’t usually work for community promotion. Video is essential today, we live in a content-driven world where social media always demands more. But the key is knowing what kind of content works best for a community. It needs to be sweeping, inspirational, and emotional. Drone footage is always effective, but only if used well. In my experience, nothing ruins a good shot faster than a sudden, jerky camera move right when the emotion is building. Long, steady footage creates the feeling you want. The longer the shot, the stronger the connection.

Quick cuts and flashy edits might work for a basketball highlight reel, but they rarely create the same emotional pull for a community. The same goes for clever graphics or specialized video transitions. They can be fun, but never forget the goal: you want people to connect with your story and feel something about your community.

So think cinema. Think epic story. Think about your favorite movie and the emotions it stirs, then aim for that when producing community video. Make sure your work tells a story, your community’s story.

This also applies to interviews. Many communities like to feature local business owners or community leaders on camera. That can work, but it has to feel emotional and relevant. If the content doesn’t inspire or connect with potential visitors or investors, then it’s simply taking time away from your story. Make it creative. Make it special. If you want to stand out, ask yourself: does your video look just like every other community’s video? They may say all the right things, but if it doesn’t create a feeling, what’s the point?

Here in Castroville, our video work has been recognized regionally. We received an Addy from the American Advertising Federation for our initial video work. I’ve worked with Clinton Haby of StoryKeeping Legacy Films, who captures stunning B-roll while I handle editing, music, and graphics. Clinton is excellent at finding the story in every shot. If you need video work for your community, I highly recommend him. You can reach him at 210-216-2727 or info@storykeeping.com.

No matter who is producing your video or what the budget looks like, always focus on the story you’re trying to tell. Make it sweeping. Make it emotional. Make it cinematic. People will notice, even if they don’t realize it, and they will respond.

I can’t wait to see your next “Gone With the Wind”!