| What's the state of the wedding videography | | | | videographers opt for real-time DV acceleration |
| industry today? To find out, we talked with | | | | cards such as the RT.X100 from Matrox or the |
| working wedding videographers, found industry | | | | DVStorm2 from Canopus . One constant is |
| statistics and fleshed out what is undoubtedly a | | | | obvious throughout the equipment decision arena |
| flourishing business in a growing market. Although | | | | -- people are staunchly devoted to the choices |
| some might wonder if amateurs are moving in on | | | | they've made. Winters said, "They're loyal, from |
| the pros because of lower-cost gear and | | | | fierce arguments about the superiority of an |
| easier-to-use software, our consensus of wedding | | | | operating system or capture card to the |
| shooters and editors say that isn't so. We also | | | | inferiority of the competing product. My personal |
| took a look at the tools wedding videographers | | | | opinion is less partisan. To me an editing system is |
| are using, and found out how the best wedding | | | | a tool and nothing more -- whatever works and |
| videographers are using the Web to open up new | | | | makes me money is what I will use -- and in this |
| avenues of business for their bustling | | | | case I have chosen Premiere Pro 1.5 and a |
| enterprises.To get an idea of the size of the | | | | Matrox RT.X100 capture card. I have both the |
| wedding videography market, first let's take a | | | | real time card from Matrox and plain generic |
| look at statistics that reveal the enormous | | | | FireWire cards."Another popular technique of |
| amount of money spent on weddings in the | | | | today's wedding videography is multicamera |
| United States. According to the American | | | | production. At its most rudimentary level, a |
| Wedding Study by Conde Nast's Bridal Infobank, in | | | | videographer will operate one camcorder while a |
| the last ten years spending on an average | | | | second unmanned camcorder is set up on a |
| wedding has exploded by 50%, to an average of | | | | tripod, taping the event from a different angle. |
| $22,360 per wedding this year, up from $15,208 | | | | For the reception, most of the time a single |
| in 1994. And, according to Richard Markel, | | | | camcorder does all the shooting, with the other |
| President of the Association for Wedding | | | | used as a backup. At its most sophisticated, a |
| Professionals International, of the $65 billion spent | | | | multicamera setup works in much the same way |
| on weddings each year, "6% of the budget would | | | | a network remote production would be |
| be for video." Markel added, "But using the 6% of | | | | configured, with multiple cameras attached to a |
| the estimated $65 billion spent will equate out to | | | | switcher located in a separate room outside the |
| $390 million." This signals a wide-open market for | | | | venue. A director is in constant contact with each |
| wedding videography professionals. Markel | | | | of the three, four or more camera operators via |
| continued, "We just had a show here in | | | | headsets, coordinating their shots while switching |
| Sacramento and several of our videographers | | | | live between cameras while rolling tape in each |
| booked business with an average ticket price of | | | | camera for isolated footage that can be added in |
| $2,500."AdvertisementLooking at those stats, | | | | post.Advanced technology also makes the final |
| wedding videography appears to be a growth | | | | product delivered to clients much better, where a |
| industry. Let's do the math for a moment. | | | | high quality DVD is now commonly handed to the |
| Consider an experienced videographer , charging | | | | client when all the shooting and editing is done. |
| $2500 for an average wedding, shooting one | | | | Formerly an extra-cost option for wedding video |
| wedding per week. In a year, that person has | | | | clients, DVDs have been working their way into |
| earned $130,000. But that would be a very | | | | the mainstream particularly over the past few |
| hard-working videographer -- most of the | | | | years. Said Malandruccolo, "When I first started |
| videographers we talked to said they spent up to | | | | offering DVDs about three years ago, they were |
| 40 hours editing each wedding video, meaning a | | | | expensive. I had it as an add-on. Not everyone |
| weekly shoot would constitute nearly-constant | | | | took it because not everyone had a DVD player. |
| travail with hardly any time off.One great success | | | | It's amazing how quickly that has changed, |
| story would be that of high-end videographer Kris | | | | because now a lot of couples aren't even |
| Malandruccolo, whose company Elegant Videos by | | | | interested in a VHS copy except for Grandma." |
| Kris has been operating in the Chicago area for | | | | It's not surprising that DVDs have taken over as |
| the past 16 years. Her business can command as | | | | far as deliverables are concerned. With home |
| much as $5000 for a wedding video package, and | | | | DVD player prices now dipping below $50, and |
| regularly signs contracts for $3000 weddings. But | | | | many computers including DVD burners and |
| the mother of three doesn't want to work all the | | | | players as standard equipment, DVDs have |
| time, so she limits herself. "Someone else could | | | | become a ubiquitous delivery medium for |
| shoot four or five per month. But I average two | | | | videographers of all kinds. Perhaps the greatest |
| or three weddings a month," she told Digital Media | | | | benefit of this is the fact that finally clients can |
| Net.According to Luisa Winters, an award-winning | | | | see the true quality of the video, virtually the |
| videographer and editor who has her own | | | | same as the quality of the camcorder on which it |
| wedding videography business, Unforgettable | | | | was shot. That represents quite a quality |
| Events, most wedding videographers charge | | | | difference from the VHS tapes that were the |
| under $2000 for their services -- with higher-end | | | | norm just a few short years ago. "So many |
| wedding video companies charging as much as | | | | times, I was shooting with a 3-chip camcorder , |
| $15,000-$20,000. "I do not consider anyone a true | | | | and I would have this beautiful miniDV master, but |
| professional unless they are able to make enough | | | | then the couple's walking out the door with VHS |
| money to support themselves with this business," | | | | and I'm putting the master tape in a box in my |
| Winters told Digital Media Net. "Anything else is a | | | | studio. All that quality would go to waste," said |
| side business. Supporting a family means different | | | | Malandruccolo.Every wedding videographer is |
| things depending on what part of the country you | | | | intensely concerned with marketing, and high |
| are located. If you are in a less expensive | | | | technology has been a boon to all involved. The |
| location, then less income will suffice -- and you | | | | biggest plus is the Web, with its ability to bring a |
| are still professional," Winters added.At prices of | | | | tremendous volume of information to anyone |
| $2000-$5000 and up, it seems like amateurs | | | | with a computer. By far the most important |
| would be interested in shooting their own wedding | | | | innovation for wedding videography marketing is |
| videos, or getting a friend or relative to take the | | | | streaming video. Some reported to us that clients |
| controls of the family camcorder . But Internet | | | | will not consider a videographer unless they can |
| message boards for wedding videographers are | | | | see a streaming video demo of the shooter's |
| rife with stories of first-time videographers | | | | work on the Web. Where in years past a client |
| shooting an entire wedding ceremony with the | | | | would need to personally visit numerous |
| camcorder on pause, only to find they began | | | | videographers to see examples of their work, |
| rolling after all was said and done, ending up with | | | | now a bride-to-be can visit twenty Web sites in |
| lots of artistic shots of the floor and nothing else. | | | | an evening, picking a videographer whose style |
| According to videographer /editor Luisa Winters, | | | | and pricing matches her taste and budget. |
| "The amateurs are taking a bite out of the | | | | Streaming video is also important after the |
| wedding videographer business, but that is true | | | | wedding is shot as well. According to Richard |
| only for the lower-end videographers." She thinks | | | | Markel, President of the Association for Wedding |
| the lower-end shooters make things better for | | | | Professionals International, streaming video lets |
| the higher end, increasing the quality gap between | | | | clients show their wedding to the world. "The |
| the two. "More-educated brides will expect to pay | | | | ability to email or add streaming video to a Web |
| a lot more for a video that looks professional | | | | site is awesome -- now viewers that could not |
| than they were willing to pay before the advent | | | | attend the wedding from around the world -- |
| of such inexpensive equipment. The difference | | | | friends and family -- can view the wedding |
| between an amateur wedding video and a | | | | wherever they are," Markel said.The Web has |
| professional one is huge, and people are willing to | | | | become so important on wedding marketing, that |
| pay Top Dollar for the latter." Sometimes quality | | | | some videographers report a full 50% of their |
| considerations can be quite basic, such as, can | | | | business is attracted via the Web. Clients can see |
| you hear what the bride and groom are saying? | | | | the demo videos, get a price quote, and negotiate |
| "You really have to worry about the audio part of | | | | the entire shoot without ever seeing the |
| it, you know. There's a lot involved," said Kris | | | | videographer . "A lot of brides complement my |
| Malandruccolo, who in addition to being a | | | | Web site," said Malandruccolo, because they get |
| successful wedding videographer is president of | | | | the instant gratification of seeing samples |
| the Illinois Videographers Association.Is the playing | | | | immediately. "The majority have broadband |
| field being leveled by the profusion of low-cost, | | | | connections so they can see the sample videos |
| high quality equipment? According to Winters, | | | | of past projects. I've booked brides without even |
| "The quality of image and editing capabilities has | | | | meeting with them, just from them finding my |
| become less important to the fact that now you | | | | Web site, clicking on the streaming video, calling |
| have to be a better storyteller, you have to be a | | | | me, talking price, and they'll say, 'All right. Send me |
| better artist... after all, we all have access to pen | | | | a contract.' I feel if you're a videographer , if you |
| and paper, but we cannot all write the great | | | | want to get more business, you need to offer |
| American novel, right? Shakespeare and Mozart | | | | streaming video."However, the Web isn't the only |
| only had pen and paper to work with, and yet | | | | way to drum up business. As it has always been, |
| they gave us masterpieces that transcend time. | | | | another important tool is referrals, that age-old |
| Not all is determined by equipment."Then there's | | | | kind of word-of-mouth advertising where happy |
| the editing, which is a process many newlyweds | | | | customers report their positive (or negative) |
| aren't equipped to handle. "As you know, anyone | | | | wedding video results to others looking for the |
| in the business who edits knows it's a | | | | same service. Videographers such as Luisa |
| time-consuming process," said Malandruccolo. "I | | | | Winters of Unforgettable Events see the Web as |
| take tons of family videos but none of my | | | | more of a reinforcement tool for referrals than |
| personal stuff is edited, because there's no time. | | | | an end-all. "The Web is great, but it is just a |
| So if I wasn't getting paid, then I would not be | | | | means of reinforcing what they have heard |
| editing, because it's so time-consuming, especially | | | | already through the referral, or if they are just |
| if you don't do it all the time. I think a lot of | | | | surfing the net," she said. According to Winters, |
| people, especially if they have the money, just | | | | "By far, most clientele comes to us resulting from |
| want to say 'do it for me.'" Malandruccolo added | | | | referrals from brides and other vendors -- in fact, |
| that it's not just the time element that is a barrier | | | | we do not advertise at all." Surprisingly, she sees |
| to entry, but it's the professionalism required to | | | | other wedding vendors as her allies, even if they |
| create a polished production. "The end result is | | | | are competing wedding videographers. "Many |
| that you have a better quality video. Like I | | | | times my referrals come from other |
| emphasize to my clients, this is a family heirloom. | | | | videographers that just cannot do the job for |
| You only get one shot to do it right, and you | | | | whatever reason -- mostly because they are |
| can't do it over, so being that this is a family | | | | already busy. Referrals, referrals, referrals -- |
| heirloom, if you look at it that way, then they're | | | | that's the way to go!"Attending a bridal show is |
| willing to invest the money into it. And I've never | | | | another way for videographers to get the word |
| had a client say that they're sorry that they | | | | out about their services. Brides-to-be attend these |
| spent the money on video. Clients just don't say | | | | shows to see new trends and pick up ideas, and |
| that," added Malandruccolo.Wedding videography | | | | the number of videographers showing their wares |
| has changed significantly over the past 20 years, | | | | at such events has increased over the years. |
| where digital video shooting and editing has | | | | According to Markel, "I have had videographers in |
| brought highly sophisticated techniques to a type | | | | my consumer bridal show over the last 15 years, |
| of video production that was once quite basic. In | | | | however it was only one or two at most per |
| those days it was typical to spend about $1000 | | | | show. But that's changing fast -- last week at our |
| on a video that was a simple, point-and-shoot | | | | show we had 11." There are also exhibitions that |
| production, with all the editing taking place in the | | | | are held specifically for wedding videographers, |
| camera . But now, with the power of digital | | | | the biggest being the annual event held by WEVA, |
| technology, videographers are taking advantage | | | | the Wedding and Event Videographers |
| of 3-chip DV camcorders and sophisticated editing | | | | Association.Another powerful way to attract |
| setups, resulting in extraordinary productions, | | | | attention to a videography business is by |
| many of which are true works of art.For the | | | | advertising in bridal publications. That's why Illinois |
| shooting tasks, most wedding videographers use | | | | Videographers Association president Kris |
| DV camcorders in the league of the Sony PD150 | | | | Malandruccolo says it's a big advantage to be a |
| or VX 2000, Canon XL1 and GL2, or Panasonic | | | | part of an organization where videographers can |
| 3-chip camcorders such as the AG-DVX100. Said | | | | band together. "We took out a co-op ad in |
| Winters, "Most wedding videographers will use DV | | | | Chicago Wedding Pages magazine and Wedding |
| for acquisition (3-CCD), which is logical, because | | | | Guide Chicago, and in order to be on that co-op |
| the cost is low, the quality is high, and above all, | | | | ad, you have to be a member of IVA. So we're |
| the weight of the camcorder is so low now, that | | | | able to advertise in magazines for less cost, |
| videographers are able to be more creative with | | | | because we're all going in on the ads." But even |
| the smaller units than they were able to be, say, | | | | though Luisa Winters thinks ads are important, |
| five or six years ago, when the cameras where | | | | she adds that there's more to it than that. "He or |
| huge. No longer do you have to have a big | | | | she who markets best, wins," asserted Winters. |
| professional-looking camcorder to get good | | | | "And notice that marketing is not only placing ads, |
| money videotaping weddings. In fact, many clients | | | | it is building those relationships in the wedding |
| prefer the smaller units over the bigger ones, | | | | business which will lead to referrals -- that is the |
| because they are less obtrusive."Another staple | | | | marketing that counts the most."All the wedding |
| of wedding coverage are wireless microphones, | | | | videographers interviewed were certain that |
| usually attached to the groom and strategically | | | | amateurs are not overrunning their businesses in |
| placed elsewhere, assuring that the most | | | | any significant way, although there were |
| important words many people will ever speak will | | | | numerous examples of "newbies" who made |
| be clearly heard on the final product.The biggest | | | | valiant attempts but found out -- often too late -- |
| technological leap has been in editing, where even | | | | that pro-level videography isn't as easy as it looks. |
| unsophisticated computers can create | | | | Even though equipment prices and easy-to-use |
| presentations that would have been possible only | | | | editing software has brought video-making into |
| in a multi-million dollar edit suite 20 years ago. | | | | the mainstream, talent and experience, as well as |
| Apple Final Cut Pro is the most popular Mac | | | | hard work and shrewd marketing are still scarce |
| application for editing, with Adobe Premiere Pro 1.5 | | | | qualities that make professional wedding |
| leading the pack on the Windows side. Other | | | | videographers a valuable resource to the |
| wedding videographers use Sony Vegas, Pinnacle | | | | multi-billion dollar wedding industry.For more |
| Liquid Edition , Avid Xpress , NewTek Video | | | | information on wedding videography in Tampa and |
| Toaster, Canopus Edius and others. Some | | | | Orlando, check out or call 813-623-3126. |