This is the age old question asked to professionals since the dawn of time…well, since the creation of business, commerce, ect…
Just like that dozen of doughnuts, a video has a price. But would you like sprinkels? Glazed? Old fashioned? It doesn’t really matter because most doughnuts cost the same but also come with little variation. Dough, fried with added sugar. While doughnuts still cost a dollar and their variation is limited; video has limitless possibilities.
So, what does a video cost? In the next few weeks I will discuss what different elements during production cost, how and where you can cut corners, and what should be left to the fair market price.
Today we will discuss:
To answer what camera package is correct for the show/commercial we are creating we look at the distribution, the demographic and we always have our eyes on the bottom line.
For this example we will say we have a web distribution commercial with a middle aged (18-35) targeted demographic.
This tells us a few things when selecting a camera package.
- Because the show will only be distributed via the internet there is little to no need for a frame size larger then 1080.
- The 18 – 35 demographic is a little more accepting of new formats of video, styles, and creative editing techniques.
Camera packages like the Red, Black Magic URSA and the Cannon EOS 4k lines are incredible packages and deliver a picture that is approx 3840 x 2160 and higher but if your delivery calls for 1920 x 1080 then this format is overkill and increases your need for :
- Camera Support – because the large format camera are also heavier, your equipment needs to be higher grade.
- Personnel – A larger format camera comes with more support so you will need more people to assist in building the camera and packing in equipment.
- Insurance – With the increase in the cost of the camera the insurance required increases.
The 18 – 35 demographic has been watching MTv and online videos for years. Their visual palate is accustomed to swish-pans and color burns, editing choices that can increase the look of the show without increasing overall budget. Older demographics subconsciously prefer polished cross fades and well timed transitions as opposed to jump cuts and multiple formats.
Because the demographic for this show enjoys varied formats, faster pace edits and online distribution only needs 1920 x 1080, I would suggest that a standard DSLR camera package. Your standard camera package should include:
1 – DSLR camera that can shoot 1080 at 24 fps
1- set of high-quality lenses with follow focus and matte box system
1- professional tripod and spreaders
1 – professional camera head
1- simple movement for camera (slider or basic jib)
If you wanted to outfit your company with the materials needed for this shoot you are looking at anywhere from $25,000 – $38,000. Equipment rentals typically run from 10 – 15 % of cost per day, so some quick math will tell us a professional DSLR camera package should cost $250.00 – $440.00 per day.
Of course that is for the equipment rental and doesn’t cover the professional you need to run that impressive camera package or the audio you would like to capture.
In the next installment of “How much does a video cost?” We will discuss the people that you will need to hire to run the camera and all of the equipment required for your internet distribution show.
Until next, time ask yourself, “How much is my time worth?”