Our free e-newsletter is distributed every first Monday of the month. Included in each issue is the “Public Parc,” a forum for discussing different topics pertaining to sales, marketing, advertising, and branding. Subscribers to the newsletter and readers of the blog are encouraged to get involved in the discussion by posting their comments here. You can also post your thoughts on Twitter, using the hashtag #PublicParc. Here is this month’s Public Parc discussion:
When you are faced with a purchasing decision, what is it that prompts you either to buy or to shop elsewhere?
A majority of my first post on acting for the camera dealt with preparations the actor makes in order to find work. For the purposes of today’s post, imagine that you’ve landed the role. What do directors and producers expect of you throughout the production process?
A Strong Work Ethic - Whether you are getting paid for your time or you are donating your talents for the experience, you need to demonstrate an eagerness for the project. This includes: a) Arriving on time for all rehearsals and shooting dates, b) Memorizing your lines, c) Remaining courteous to everyone involved, d) Being mature and professional. We’ve all seen those “behind-the-scenes” documentaries of actors joking around on set. There’s certainly a place for that, but don’t let it hinder the process of filmmaking.
A Willingness to Listen - When the director critiques your performance, don’t get defensive. Listen and acknowledge that direction. Don’t make excuses. Don’t tell the director why he/she is wrong. Effective communication begins with listening.
A Willingness to Collaborate - As a director, I enjoy getting input from my actors. I expect them to come to the project with their own ideas and suggestions. I realize that not every idea fits with my vision, but I also know that some suggestions will make the film better. I welcome that creative collaboration. As an actor, you need to study the material. Be prepared to offer your opinions. It shows the director that you care about making the best film possible.
The process of filmmaking is extremely demanding, yet extremely rewarding. Being professional, courteous, and hard-working will go a long way toward landing you that next acting job.
My brother Steven turned me onto this spot from American Airlines and I thought I would share it here. I think this spot works for a number of reasons:
Premise - It’s a simple idea: a film producer trots around the globe with her eccentric director scouting locations for a film. She’s exhausted, but because of American Airlines new international business class, she can enjoy some much-needed rest while traveling the world. In your own marketing and advertising efforts, keep your strategy simple and on point. Find that key selling point you can wrap a campaign around.
Problem & Solution - Notice how the commercial sets up a need: busy world traveler wants some quality rest. The solution is the new international business class from American Airlines, which offers seats that can transform into a small bed.
Characters - The eccentric, quirky film director is stereotypical, yet funny and memorable. Even in a thirty-second spot, characters are important.
Pacing - The cuts are quick, but they don’t confuse the viewer. And they add to the humor in the spot. The style of edit should match the subject matter of the piece and support the mood you’re trying to achieve.
Comedy - The movie is about Parisian squirrels who ride scooters. The premise of the movie is irrelevant to the overall strategy, but it provides the quirky comedy necessary to help the spot stay memorable.
And as always, feel free to leave your impressions on this commercial in the “comments” section.
