Collect a 5 or so reasons why it's awesome based on others fav things about it.

Today we created a video for The Association which featured The Association in all it’s glory. I have to think of a few more words to type to balance out my use of the keyword the association

As told by The Association:

Kevin Shahinian of Pacific Pictures and creator of a new genre of wedding films, starting with his Indian wedding extravaganza, “The City of Lakes” has done it again, this time with a new twist -  gangsters and wild motorcycle chases for his recent short, “Flawless”. The action adventure was shot on a Canon 5D Mk II camera.

Many of The Association’s Canon DSLR Boot Camp graduates helped crew the production effort. These professionals did an amazing job! They jumped into the frey and helped make this challenging shoot a success.

With most of the filming taking place at night, the 5D came through magnificently, both in image quality and reduction in set-up time since less lighting equipment is needed to get the shots in the “can”. Gaffer Tom Myrdahl said he was, “amazed at the images the 5D can produce in the low-light, nighttime scenarios”.

While there are those who are throwing in the towel, there also those who are turning things around.  The Association is going to spotlight these stories in their new series, ‘The New Entrepreneurs’.  In each webisode the forward-thinking movers and shakers will share their business strategy and personal philosophy which has resulted in a successful company that’s expanding at a rapid rate. These visionaries recognize a need and deliver the goods.

“Let’s face it. We’ve got to turn this thing around,” says Fletcher Murray, President of The Association. “Night after night we hear how the world is heading for disaster.  If we don’t do something about it, who will?  Our little part of it, as creative media producers, is to get stories out about those entrepreneurs experiencing exceptional growth.

So, we’re collecting stories of successful entrepreneurs in America and worldwide. We’re picking the best thirteen to produce. It’s a co-venture to get these entrepreneurs’ stories out.  We’ll use the stories in our series to inspire the audience and the entrepreneurs will use them on their website – to attract investors, customers and employees to their companies. These companies deserve to succeed and prosper. Why? The Small Business Administration reports that 90% of companies in the U.S. have 20 people or less, and these companies create 97% of all new jobs. So we’re going to strengthen the spine of our society by focusing on the upstats who are expanding jobs.”

Murray is revisiting an award-winning documentary series he produced and directed about successful businessmen for Leake Industries with Bob Gregory as the host. Two of the documentaries featured J. Paul Getty – the first about the businessman, the second about Getty’s purpose in providing billions to turn our civilization around through art.”

“Mr. Getty was all business, but people who think he was all about money got him wrong,” says Murray. “Mr. Getty had a great sense of humor and found it amusing that he got letters from people all over the world asking for all kinds of money.”

“They seemed to think,” said Mr. Getty, “that my money is a huge burden, and it’s in my pocket and I want to get rid of it.”

Getty also understood the priorities of life. While Fletch was changing film during Mr. Getty’s interviews, Mr. Getty volunteered, “But I’d give all my millions for one successful marriage.”

“I want to tell more stories like Mr. Getty’s, because people need this right now,” Murray says.  “People think Getty got his money from his father.  He did get a stake to start with, but Mr. Getty was shrewd.  For example, he was bidding on oil leases under the big tree at the Osage Indian Reservation in Pawhuska, Oklahoma.  There were well-healed businessmen outbidding Getty, even as rich as he was. So Mr. Getty asked one of his friends from the bank to bid on a lease in his stead.  Mr. Getty explained that he knew most of the big moneymen under the tree owed the bank money so they wouldn’t bid against the bank. He was right. Getty got his lease. The rest is history.”

“What we hope the stories will reawaken that spirit of the pioneers. Just imagine how the pilgrims felt getting off the boat with winter coming on, no cabins and no grocery stores.”

“We want to inspire young people that their dreams CAN come true. The cards aren’t stacked against them.”

“Everybody knows the world economy is in trouble. It’s time we do something about it.  We want to help wake people up and show them the survival strategies others are finding successful.”

- See more at: http://blog.theassociation.tv/#sthash.pO8ZJd6I.dpuf

Pretty much every business is going to attempt marketing and advertising to some degree.  There are those businesses that survive just through referrals, and maybe that’s all they need. But lately I’ve been hearing more and more that what used to work for business development isn’t working as well anymore, regardless of the method.

Postcards, mailings, TV ads, newspaper – Traditional Media doesn’t always cut the mustard anymore.  So what does that mean for the future of business development?

First off, Traditional Media may not be as effective as it once was, but that doesn’t mean it should be canned.  From a "holistic" perspective, it does have its place in the overall scheme of things.  Traditional Media is great for creating awareness and driving interest about any topic.  But realize that, because of the Internet, consumers have a voice in the marketplace they didn’t have before.  This voice is expressed through blogs, comments, Facebook, etc., and is picked up by new potential customers with the help of a quick Google search, and serves to validate (or not) your marketing message.

If a company is doing a bad job delivering what it promises, it is unlikely the world of social media will be very kind without first addressing that issue.  But that is an Operations matter and not the subject of today’s article.  Perhaps the next article. So, potentially a business needs to continue their Traditional Media approach while also engaging in social media and online networking to ensure the consumer has enough information with which to make a decision: to purchase, or not to purchase?

Whether your business has been around for years or just got started, there is a way to increase the effectiveness of both Traditional (mass) and New Media (digital) efforts.  It’s very simple, but escapes the attention of many business owners. Take the blindfold off.

Yep.  It’s that simple.  Let’s look at this from the perspective of two gunmen at target practice.  They both have the same model gun, bullets and targets.  One of them, however, is blindfolded.  Assuming they have the same level of skill, which one of them is going to hit the targets more?  Obviously the one without the blindfold.

The way to remove the blindfold is to conduct market research prior to executing and effective marketing plan.  But not just any kind of market research.  I mean emotional market research.

Sometimes market research is conducted, but all that is obtained is facts and figures.  What you need are the “buttons” that when pushed, get an emotional reaction, and communicate directly to the heart of the consumer.

A fatal, fatal mistake is to assume that you know exactly what your customer needs and wants, and that you know how to communicate to them on an emotional level that will speak to their mind on the subject.  Did you ask them?  If not, you just might be off an inch or too. However, we are looking to hit a bull’s-eye, not just get kind of close.

Case in point:  One of our clients, a skilled and trustworthy attorney, had a 2-3% conversion rate for his Pay Per Click campaign before market research was conducted.  All of his marketing, both paper and online, spoke a very conservative message: “I am an attorney.”

Market research dug deep and  revealed his potential clients didn’t trust attorneys.  They also weren’t conservative about the issues they had, they were angry!  So the existing marketing efforts missed on two levels.  Potential customers couldn’t “see’ the advertisements because they couldn’t relate to them on an emotional level, and an attorney was the last person they would seek out to resolve their valid cases.

The solution was to re-brand the attorney as a “Consumer Advocate” and change the imagery in the advertisements to show angry and upset consumers.  Instant success!  Conversion rates rose as much as 8%!

Market Research can save a business thousands and thousands of dollars if it’s done correctly, and the data is usually valid for at least 10 years.  How much more income would your business have if your existing marketing was 8% more effective? Take 10-20% of that figure and invest it in Market Research, and see your results soar accordingly. Make every move an effective one.  Get market research done for immediate use, and use social media to create a permanent “feedback loop” so you always have up to date information (the good and the bad), and the door to success will open.  If you feel like you don’t know what to do, you just might not have enough information to make a decision.  Done properly, Market Research will give it to you.

As you know exciting aerial shots have long been an Association mainstay. From Apache Helicopters, to Kawasaki Jet Ski’s in St. Thomas, to cruiseships transiting the Panama Canal, the glaciers of Alaska and passing historic Istanbul we’ve shot with 35mm Cinemascope lenses on big, Bell Long Ranger helicopters at hand-held shots aboard the tiny Robinson choppers.

But here’s the big news.  Unlike most mini-chopper platforms, which are still shaky and require post processing to “smooth out” the shot, our buddy Robert Hogg’s technology breakthroughs allow us to get vibration down to below a sub-pixel level.  That means SMOOTH, Hi Def shots.

So, the HoverCamera opens a whole new range of dynamic shots because the small, 4′ square mini-chopper can orbit close to people (real helicopters must be 300 feet above populated areas) and then rise up to astounding heights.

And because the HoverCamera is so small, we can now shoot aerials inside as well as outside.

Here’s a montage of Robert’s work

Exciting times ahead.  We can now shoot the shots we dreamed about.

More and more, it’s a great time to be alive. So many dreams are coming true.

(If you’d like to subscribe to our Filmmakers’ Newsletter, email fletch@theassociation.tv)

- See more at: http://blog.theassociation.tv/#sthash.pO8ZJd6I.dpuf

For the benefit of our Canon DSLR 5D and 7D users (not to mention everyone attending our Canon Camera Classes!), we've created a video to show you how to access the Final Cut Pro Plug in. Enjoy!

Using the Canon FCP Plugin from Fletch/The Association on Vimeo.

Note: This is Part II in an eight-part series I’m writing about Press Releases. Press releases are possibly an overlooked item in the enterprise social media toolbox, so I’m going to cover a few points and talk about how I’ve used them successfully for client campaigns.

News vs. Information

Search engines treat news and information differently.

By nature, press releases are about news. Normally a press release wouldn’t be written about a restaurant’s menu or how to get rid of pond scum. That’s just information. But if there is a newsworthy angle to pond scum, a press release could be written about it. And you can get that press release to show up on the 1st page of a Google Search for certain keywords, practically overnight. We had one client’s Press Release show up in 8 hours on the first page of Google once it had been distributed.

Of course, you have to know how to research, write and issue press releases in an optimized-for-search manner for it to work right. But if reputation management is on the agenda for your corporate social media campaign, press releases can be a powerful tool.

Press releases distribution services get your press releases out in a way they will potentially be picked up as news for other services. One of my clients, a relatively unknown local artist, got international coverage on her press release when it was picked up as a story for a european blog.

Understanding your target public is always a good idea, so part of your market development strategy might be to determin if your target public would even pay attention to a press release. For example, consumer analysis might uncover that while an older demographic would consider a press release, perhaps younger bloggers might disregard them completely.

Simple lighting for digital cameras can be powerful.

And with the high ISO prowess of the Canon 5D Mark III (noise free blacks at ISO 2500) you are liberated to explore lower wattage fixtures.  WIth older (low ISO) cameras you have to bring in much more light.  With these new fixtures you’re not throwing light everywhere.  You can still achieve powerful imagery.  Of course, having a great actress is essential.

The above still is from the video we shot on the last “How to Light Like the Masters” workshop, one of our new Cine Boot Camps. Shot on Canon 5D Mark III with Zeiss CP.2 85mm, 24fps All-i.

(BTW, We’re expanding our boot camps to include other filmmaking skills in addition to learning the Canon HDSLRs. CLICK HERE for more info on our new Cine Boot Camps)

Anyway, we were emulating the lighting of Roger Deakins, ASC, BSC in ‘The Man Who Wasn’t There’.  We used an ALZO PAN – L light with the directional diffuser.  You wouldn’t expect that quality of light from a flourescent light but as you can see it is achievable.

I asked the actress, Julie Brett, to assume the beingness of a woman who killed three people and gotten away with it.  We named the shot “Three arrests. No convictions.”

Thanks to Drew and Alzo for their efforts to empower (rather than cash in on) digital filmmakers.

Space is limited so be sure to sign up for our Sept. 28 & 29th “Lighting Like the Masters” workshop (CLICK HERE).  

Fletch is the President of The Association of Film and Video Producers and Founder of the Cine Boot Camps.

- See more at: http://blog.theassociation.tv/#sthash.pO8ZJd6I.dpuf

Victoria, of the California Photo Festival, is planning filmmaking fun for you in beautiful San Luis Obispo Oct. 7 – 11, and she invited us to be a part of it.  Plus, we’ve been able to lower the price to one-fifth what it would be at our normal $998 price for a two-day Cine Boot Camp.  So sign up now to get the early bird pricing.

Actually it is quite an honor to be invited to be one of the 21 instructors at the Festival and we’re going to do everything to make Victoria’s first training in HDSLR motion picture cinematography a huge success.  (When she mentioned we’ll be filming horses running down the beach at sunset, I imagined how great those slo mo shots are going to look.)

 First, a little about us….

Our CineBootCamps are the highest-rated training in HDSLR filmmaking. We utilize “Active Learning” hands-on methods endorsed by UC Berkeley and Columbia University.

Second, here’s the deal

Victoria and I have packaged a 5-day, “best of” series of workshops culled from our highly rated Cine Boot Camps for $499….with additional discounts if two of you sign up together.

If you enter the coupon code “fletch2013″ you’ll get the gold pass for all five days for $424. AND if you do a 1 + 1 it comes down to $399.

Third, Here’s What You’ll be Learning

You’ll be learning HDSLR filmmaking (basic and advanced), plus cinema lighting, audio, and various camera platforms.  We’ll have special workshops with tips for still photographers transitioning to video.  PLUS, we’ll have DRILLS so you can learn by doing as you shoot short films – practicing your skills with Pros by your side to answer your questions.  (The price is about 75% less than our Cine Boot Camp prices.)

Fourth, Here’s the Day by Day Workshops

MONDAY – Three Filmmaking Workshops for Still Photographers

We’ll be delivering three filmmaking workshops, culminating with shooting slow motion of the horses running on the beach at sunset.

​The 10:30 workshop focuses on answering questions for still photographers who are transitioning to shooting motion pictures – with an emphasis on the 27 boo-boo’s that’ll kill your shoot; plus choosing camera mounts, how to prep for a shoot and how to set up for run and gun filming.

The 1 p.m. workshop focuses on the menu setup to shoot film, what are the limitations 4.2.0 color space, what picture style to use and why, how to avoid overheating, what CF cards are best.

The 4 p.m. workshop will be devoted to shooting horses on the beach – slow motion, high shutter speed and low shutter speed.

TUESDAY – Shoot Day with Pro’s to Help you Light Inside and Out

SHOOT DAY. In these three workshops ( 8 a.m., 10:30 and 1:30) we’ll drill in workflow as we break into shoot teams, each filming scenes from a short “murder mystery.” First, we’ll shoot in the studio with studio lighting, then we’ll go on location using location lighting techniques.  Our pro instructors will answer your questions as you film your scenes.

WEDNESDAY – Motion Picture Techniques & Breaking out of Creative Ruts

The 8 a.m. workshop is to answer questions of advanced still photographers who’ve run into trouble transitioning to filmmaking, including:

• How do I block out motion picture scenes?
• Which shutter speeds to pick for different “feels”?
• What software can make my film look as close to RAW as possible?
• What are my audio options?

The 10 a.m. workshop gives you a checklist of steps to take to break out of the creative rut you may find yourself in.  There’ll be fun drills in which you’ll create more interesting setups and scenes for your films.

The afternoon workshop will apply what we learned in the morning as we break into teams and practice shooting cinematic scenes with the Pro Instructors to help you review production techniques and answer your questions.

THURSDAY – Camera Platforms & New Lighting Setups

The morning session (8 – 12) will focus on different camera platforms you can use – handheld, jib, slider, micro dolly, dolly, car to car, air to air.

The afternoon session challenges you to expand your lighting skills for motion picture looks. Another “break out of the box” session focusing on lighting setups you’ve never tried so you can bring unique looks to your next film.

FRIDAY – Graduation, Final Questions and Special Strategies of How to Get Film Work

The Graduation Session will be devoted to tying up any loose ends of the week and presenting you with your Cine Boot Camps Certificates of Competency. We’ll answer questions on things you had trouble with during the week, give you our best advice on things you’d like to try, and most importantly share ways we’ve found successful to close jobs with paying clients.  It’s the perfect wrap up to send you on your way with new skills, a certificate and some tips to get work.

We hope you’ll take advantage of this great package offer.   Check out the schedule here. You’ll get the best of our Cine Boot Camps at a 75% discount AND be learning in one of the most picturesque spots around.   Register today. Remember, if you enter the coupon code “fletch2013″ you’ll get the gold pass for $424. AND if you do a 1 + 1 it comes down to $399.

We’ll look for you at sunset on the beach.

Fletcher Murray is President of The Association, and one of the instructors at the Cine Boot Camps for the last four years. You can reach him at fletch@theassociation.tv

- See more at: http://blog.theassociation.tv/#sthash.pO8ZJd6I.dpuf