Special Feature: HD NOW
TRANSITION TO HD
by Julie Mynatt

 
Although the majority of U.S. viewers are seeing a Standard Definition picture, the transition to High Definition is no longer theoretical.  The Consumer Electronics Association announced in April that its most recent findings show that 28% of U.S. households have an HD television.  This equates to approximately 35 million televisions, more than half of which are big-screen TVs, 40 inches or more in diameter.  An increasing number of households are accustomed to the look of HD programming creating even more of an imperative for HD-finished commercials. 

Interestingly enough, post production companies are finding themselves at the lead of a new relationship with their clients.  When working with HD, the post production company must take an early and ardent interest in the project.  As a result, post companies are evolving in their workflow, acting as educators and consultants as early as the pitch process, offering supervision and support on set during the shoot, and seeing through the project to its final exhibition.  “Can we fix it in post?” is still on the table, but it’s a question that must be answered much sooner in the HD process.  Post houses are addressing those concerns and serving as educators about HD.

Companies such as New York-based Nice Shoes and its sibling companies Nice Spots, Freestyle Collective and Guava have been at the forefront high definition finishing.  Focusing on telecine, color correct, transfer, online editorial, VFX and compositing, Nice Shoes had its first HD project in 2000 with the digital transfer of the feature-length Rolling Stones documentary Gimme Shelter.  “Every year, commercials being produced for HDTV are increasing,” says Pat Portela, executive producer of Nice Shoes.

Some of that increase is traceable to the effectiveness of HD spots.  Nielsen Media Research released findings shortly after the 2007 Super Bowl indicating that HDTV owners recalled 15 percent more of the spots shown during the game compared to non-HDTV owners.  Advertisers are beginning to reap the rewards of creating commercial content that is compatible with HDTVs.

Taking an active role in educating their clients about HD finishing for a variety of distribution markets, Nice Shoes and its sibling companies, Nice Spots, Freestyle Collective and Guava, are helping the marketplace make a seamless transition.  “There is work for cinema release, there are spots that are being released for HDTV broadcast, and even things for point-of-purchase, presentations, and longer format informative videos,” says Portela.  “Even HD work for the internet – downconverted to an online format.  HD is really blossoming.”

The ensuing chapters will provide a concise overview of HD - whether shooting or finishing with it - or utilizing a combination of both.