Going the extra mile for a cinematic promo
James Cresswell gravatar avitar

Going the extra mile for a cinematic promo

Author: James Cresswell | Posted on: 10 June 2021

The recent reopening of cinemas has been a welcome reminder of how the big screen can inspire awe in viewers. Last week’s blog looked at how visual simplicity could contribute to an effective and concise explainer video; but taking on a bigger, more cinematic visual style can really go a long way towards presenting and promoting the best version of what your business offers.


Why is a cinematic promo worth making?

As cinema has evolved, filmmakers have developed a whole library of techniques - making careful use of light, camera movement, and composition to bring images to the screen that can connect emotionally with a viewer. Photo editor Emily Peterson illustrates this kind of process brilliantly in her Science article, “Mundane to memorable: transforming pictures”.

“Writers, researchers, and text editors often approach me with visuals they’ve collected for upcoming stories. It might be a lab or a prototype of a new device. These pictures show what it looks like, but I need to make the object of the story look interesting. I work with photographers to effectively communicate what’s important in the image. Eliminating visual distractions and using composition or light clarifies the information I want the final picture to convey.”

In the cinematic promo work that we’ve done, we relish the opportunity to use more ambitious cinematography to elevate and present clients’ offerings in a way that will really strike a chord with their target audience.

In this video we worked on for the Royal Birmingham Conservatoire, for example, the client wanted a video that would convey the thrill of musical performance, while highlighting the institution’s fusion of traditional prestige and cutting-edge technology. Working with a drone crew, we were able to capture wide, slowly sweeping shots that immerse the eye in visual detail - the modern architecture, ornate grand pianos and organs, state-of-the-art studio and lighting equipment.

In the edit, we structured all of these eye-catching shots like a musical piece - introducing the viewer sequentially to these individual elements and gradually building up towards the final moment, when they see a student performance in progress.

Similarly, when working on a video showcasing the sports facilities at Birmingham City University, we made the most of the project budget to plan out and capture dynamic shots that reflect the energy and physicality of sport and exercise.

What goes into bringing this to the screen?

A cinematic promo demands a bit more in terms of time and resources. Capturing these more ambitious, more cinematic shots requires more planning - undertaking a comprehensive recce at the location, and drawing up detailed storyboards. Drone filming requires a specialist pilot, additional insurance, and permissions.

All this extra effort can be seen clearly in the final product, though. It’s worth it to have a video that can speak so boldly for what you can offer. With our expertise in all areas of video production, we’re capable of delivering at every stage of this process - from pre-production to the final edit. If you have further questions or would be interested in working with us, please don’t hesitate to get in touch with us via our contact page.

Related content

Author: James Cresswell

James Cresswell gravatar avitar
James is our copywriter and social media manager here at Ember Television. He joined us after studying an MA programme in Film and Television: Research and Production at the University of Birmingham.
Going the extra mile for a cinematic promo



Scalable Capital | Testimonial

"We were delighted with the speed, efficiency and reliability with which the Ember Television team produced our video."


Systems Integration | Testimonial

"Ember worked incredibly well under the pressure of a tight deadline and a difficult brief."


Birmingham City University | Testimonial

"Ember Television should be commended for appreciating the needs of their clients and the 100% commitment they give to projects."


CPA - Video Case Studies | Testimonial

"There is no question that... we have strengthened the impact of our messages, it has made it easier to communicate and engage with clients and has been well received."