Dcm

THE BRIEF Who are DCM? Digital Cinema Media (DCM) represent 80 % of the UK cinema advertising market. They connect brands, films and people through powerful media experiences that take place before movies. The creative challenge The creative challenge is to create a 25 second ident and fill it with creative interpretation of the true power of cinema. It is a must to visualize emotion, literally showing how film feels. The DCM ident is one of the first and last things that people see when going to watch a film. It needs to set the scene and have an impact. Something that

illustrates and celebrates the emotion we all feel when we take our seats and enter the magical world of movies.

Mandatories Your idea must bring to life the emotion of cinema. - You must use the DCM mark as part of your ident. - When the mark is used, it should always be active. It is literally activated with light and lives and breathes via the content within it. - Your entry must resolve to an end frame that uses the DCM Mark with the strapline “Welcome to our World.” (See current examples of the idents for reference).

DCM BRANDING LOGO

PREVIOUS DCM IDENTS (REASEARCH)

THE CINEMA EXPERIENCE

The cinema experience has a whole different approach to the way we watch film. The modern day cinema gives an atmosphere that you cannot get from home experience. The screen size/quality, the lighting and sound. This all goes along with the audience experience and how you all are watching the same film together.

Pop up cinema’s are used these days as more and more people are producing high quality film. The experience can be brought to a location and films are exhibited more frequently. This gives smaller film makers more exposure.

O P E N C I N E M A

DUKE OF YORK’S PICTURE HOUSE, BRIGHTON

The Duke of York’s Picture House is an art house cinema in Brighton, England. It is the oldest continuously operating purpose built cinema in Britain that has retained both its original name and remains largely unaltered. In 2012 it was voted best Cinema in the UK. The Duke of York’s cinema opened on 22 September 1910 and was one of Brighton’s first picture palaces and also one of the first cinemas in the world. This is a possible location to film my timelapse along with supporting visuals that could be filmed in Brighton. I might even be able to film some shots inside, if i can get permission from the cinema.

EXPERIMENTATION

The content and style will consist of both strong visuals and audio, the visuals will consist of timelapse film of environments that are recognized worldwide. As a masked separate piece of visuals, there will be a close up masked into the logo shape appearing midway through the ident. An example of this would be the environment of big ben and its surroundings. The masked video would be a extreme close up of the movement of the clock.

The timelapse will be filmed from getting light to dark, bringing you into darkness. The use of the environment will be set to capture strong movement from people and cars. To be noticed worldwide, the location would be based in London

The audio will be a mixture of environmental sounds that have been brought it to emphasize the footage.

CONTENT AND STYLE

CONCEPT (PROTOTYPE)

HERE ARE TWO EXAMPLES OF CONCEPT IDEAS I CAME UP WITH USIGN VISUALS FOUND ON VIMEO. I REALLY LIKED THE OUTCOME, BUT NEEDED IT TO REPRESENT CINEMA.

I WOULD LIKE TO IDEALLY HAVE THE HIGHEST POSSIBLE QUALITY FOOTAGE TO USE. I HAVE MASKED TWO PIECES OF FOOTAGE TO SHOW THE IDEA OF MOVEMENT AND LIGHT.

The footage I have used is of light being projected through a lens. The idea is for the ident to represent an abstract feel to lighting in film. It still need work and more footage. I have masked the logo to reveal in a masked form to follow previous idents that have been made for the DCM branding. Having taken a complete different approach to what I first had in mind. I feel this demonstrates links to cinema.

FINAL OUTCOME (NEEDS ADAPTING)

DCM IDENT