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 Television Commercial Production Glossary The following is a listing of terminology commonly associated with the production of television commercials and other films. A A & B rolls Separate reels of videotape ("A" and "B" reels) containing alternate scenes of a commercial. Used to facilitate cutting or dissolving between scenes during the on-line edit. Term also applies to film laboratory completion technique. Sometimes called "checkerboarding". Account Group (agency) At the advertising agency, the persons responsible for primary client contact and administration, and often for profitability of an account. Usually include Management Supervisor, Account Supervisor and Account Executive. Above-the-Line Costs Expenditures agreed upon before the shooting of a film or video. Such expenditures generally include the cost of the treatment and script, including salaries of the writer, producer, director, cast, etc. ADR/Loop Recording The term "ADR" means automatic dialogue replacement. ADR/loop recording is done in a session in which some of the original dialogue is repeated over and over with the corresponding scenes in a film until a better version of the actor's speech is accomplished, usually in synchronization with the mouth movements seen on the film. AICE Association of Independent Creative Editors. National trade organization for editorial houses. AICP Association of Independent Commercial Producers. National trade organization for commercial production houses. Animatic (a) An animation or video technique used to chart the way an actual scene will look prior to the actual filming of a scene in a film. This process is especially helpful for prejudging special effects where the final product cannot be seen until after much work and expense. (b)The term given a still frame reproduction of a television commercial from art work, generally used for copy research testing. Analog Current television broadcasting system gradually being replaced by digital system. Analog refers to continuous presentation of data, degenerating in quality through duplication. Animation Drawings that are photographed on a frame-by-frame basis which, when projected onto a screen, create the illusion of movement. The most common form of animation is used in the production of a cartoon. Answer Print (Composite Print) The first print received from the laboratory which is an edited, dubbed and scored film. Apple Box See "Pancake" Art Still A picture painted or prepared by a member of the art department. Art stills are commonly used as a slide for rear projection on a set or as a prop. Art still is also referred to as a still photograph of a performer. Artwork A term which includes all areas of graphic arts used in connection with the production of a film (e.g., titles, set decoration, etc.). Assistant Director (AD) The person in charge of the crew at a shoot. Also directs extras in background action. ASCAP American Society of Composers, Authors & Publishers. A performing rights licensing organization through which original music is licensed for general use. By publishing the music, the Client (along with the composer), shares in the royalties collected from broadcasters for the use of the original music. Avid A digital editing machine made by the Avid Technologies. Generic term for digital editing equipment. B Baby Teaser Term for the person responsible for directing infants or small children in a commercial or film. Sometimes called "baby wrangler". Backdrop A painted or photographed scene used as a background. Backdrops are generally used at the rear of a set to create an illusion that the film is being made in a setting other than the studio. Barney A cover that fits over a camera and that is used to silence the operating noise of the camera from the sound microphones. It is also used to protect the camera from the elements. Also called "blimp". Below-the-Line Costs Expenditures that relate to the actual production of a film. Such expenses generally include costs such as props, makeup, film processing, camera, sound recording, set construction, shooting, editing, travel, meals, etc. Best Boy (Person) Top assistant to the gaffer. Blimp See "Barney" BMI Broadcast Music Incorporated. A performing rights licensing organization. See "ASCAP" Boom An adjustable extension device on which a camera or microphone is mounted to allow silent movement of the camera or microphone around the set or over the performers heads during the filming of a production. Boom Operator Person who manipulates the boom. Brand Group See "Marketing People" Breakaway A prop that is constructed in such a manner that it will shatter or collapse easily upon impact (e.g., a disintegrating bottle, a collapsible chair or window, etc.). C Cable An insulated wire which connects the electrical source to the various equipment, such as lights, camera, etc. Camera Car A specially equipped vehicle (usually a car or truck) used to carry cameras and operators for the filming of a moving vehicle or person. Camera Man The person responsible for lighting a scene and for obtaining the picture composition required by the director. Also called "Director of Photography" or DP. Camera Maintenance The servicing and repairing of the camera to keep it in a condition of fitness, efficiency and readiness; or restoring it to that condition. Camper/Dressing Room Vehicles A vehicle equipped to provide additional makeup, wardrobe and dressing room space as well as additional lavatories. May also be used as a shelter on cold days. Casting The process of selecting the actors in the production of film. Charges by casting directors for time consumed in auditioning talent as well as time spent researching and placing cast calls are included in the term "casting". CGI Computer Generated Imagery. See "Computer Graphics". Cleanup Equipment Equipment and supplies necessary for cleaning the stage and the sets, (e.g., vacuum cleaners, rags, solvents). Code Edge Numbering A system in which consecutive and corresponding numbers are printed on the edge of each roll of film. Color Correction (a) The changing of color values during the shooting of a film through the use of filters in a camera. Also, the correction or alteration of colors in a film or tape during the post production editing stage. (b) The act of changing or editing the colors of an item such as a product package so that they appear on television system as they do in real life. Composite Print Sometimes referred to as a "married" or "wedded" print. A print with both picture and sound combined on the same film. Sometimes refers to a print made to create duplicate negatives for use in making release prints. Computer Graphics Scenes for a film that are created by computer through the use of controlled images or patterns. Continuity An editing technique which insures that the scenes from shot to shot follow a continuous harmonious flow so that the viewer of the film is unaware of any cutting of the film. Copyist The individual who extracts parts of a musical score for use by individual musicians and conductors. Crane (Cherry Picker) A moveable vehicle with a long projected arm or boom on which a camera is mounted and is capable of carrying the camera operator and the director. The crane is generally used to elevate a camera where elevated shots are required during the filming of a movie or commercial. CRI Color Reversal Intermediate. Term given to color film with both negative and positive characteristics. D Dailies Sometimes called rushes or work print. They are positive images obtained from the original negative and viewed to verify that the scene was correctly filmed. The term "Dailies" derives from the fact that they show work processed by the laboratory on a given day. DAT Digital Audio Tape Digital In television production, refers to system using binary code and affording duplication without loss of resolution or quality (see "Analog"). Director The person in charge of a shoot. Duties included direction of talent, placement of camera and design of the production. Direct Costs Those outside costs incurred in production by the studio and for which specific prices are paid. Direct costs include labor, equipment, stage rental, props, etc. Demo A demonstration tape used by actors, musicians and others to display their talents to prospective employers. Also refers to a rough presentation of a proposed music score for a TV commercial or film. Dolly A mobile platform with wheels that holds the camera and the camera operator and, when necessary, the assistant camera operator. Dolly Grip A camera crew member who pushes or operates the dolly during a shoot. DP Director of Photography. See "Camera Man" Dub The inclusion of dialogue or sound into a film after the film has been shot. Sometimes the term is used synonymously with the terms mixing and looping. Dub can also mean to copy or to make a copy. Dubbing (Looping) A process for adding sound or dialogue to a film. See ADR/loop Recording. Dupe A duplicate of any film or tape. Dupe Negative A duplicate of the original film or tape, used to make a duplicate negative from a positive; sometimes referred to as a dub E Editing The cutting, splicing, and arranging of scenes into a sequence for the creation of a final viewing print. EDL Edit Decision List. A computer-generated list of the scenes in a TV commercial showing the specific frames of film which mark the entry and exit points for the scene. Electronically Edited Master The product on conforming or on-line editing. The electronically edited master is used to make copies or dupes of the commercial or film. Electrician See "Gaffer" Equipment Vehicles Vehicles used to transport equipment from shoot to shoot. Extra An actor who appears in the background, does not react to the product or is not recognizable. F Film Clip A small section of a feature film usually used for advertising purposes. Film Leader (a) A non-image film attached to the beginning or the end of a film to protect the film from damage. (b) A piece of film used for editing, threading, or identification. Film Optical See "Optical" Film Stock Raw stock (unprocessed film). Film-to-Tape Transfers The transfer of film images to videotape or a digital file. Usually used in the editing or completion of the commercial. Fine Cut A refined version of the work print close to the final stage of a film's completion. Finished Commercial Sometimes called "full-up". Refers to high-quality commercial designed for broad use. Firm Bid A method of production buying where the advertiser pays a contracted price for production of the commercial (see cost-plus-fixed-fee). Flats Panels of scenery. FLLB Means "Foreign Language Limited Broadcast" and refers to commercials produced in foreign language for use in the U.S. (e.g. Spanish commercials). Foley Recording The recording of sound effects in a studio as a film is being shown on a screen which is then cut into a film. For example, the recreation of the sound of hoof beats made by a horse on a city street. G Gaffer The chief electrician on a film production set. Assists the director of photography in lighting the scene. Gels A transparent filter (which comes in sheets) used to change the color of a light source. Gofer (Gopher) An employee who handles noncreative and nontechnical tasks. A production assistant. Greenery Artificial or real shrubbery that is used on a set or a location during the shooting of a film. Greensperson The person responsible for placing and maintaining the artificial or real shrubbery used on a set or location when shooting a film. Grip A person responsible for various jobs on the set, such as laying dolly tracks, moving props, building scaffolds and other miscellaneous tasks. Sometimes referred to as stagehands. Grip Truck A small non-motorized truck used by grips to carry equipment or props on a set. H Hairdresser, Hair Stylist The individual who styles, cuts and combs the performers' hair. Also maintains hairpieces and wigs used by the performers. Holding Fee Payment to performers made per SAG and AFTRA talent contracts retaining rights to use a TV commercial for an additional 13 weeks. Home Economist An expert in the preparation of food and the creation of food props for photographic purposes. The person responsible for creating and arranging the food props for the shooting of a scene. Honeywagon A portable toilet trailer for use by cast and crew members on location shoots. I Inserts A part of the film which may be shot at any time and is generally inserted during the editing phase of the film. Internegative Film term referring to a negative made from a master positive or interpositive for use in printing dupes. Interpositive Film term referring to a color positive from the original color negative. It is used in making internegatives J Jingle A tune or lyric accompanying a sales message in an advertising film. K Key Grip Head grip in charge of stagehands. Duties include the supervising of loading, unloading and placement of equipment as well as setting up stands to support lights. The key grip may also scout locations to determine if any special riggings are required. Kit Rental Fees paid to makeup, hair and other crew members for the use of tools and supplies which they use on locations where the film is being shot. L Laboratory The place where film is processed, developed and printed. Some laboratories perform sound work, produce various masters, internegatives, workprints and completed release prints, as well as develop the dailies. License to Exhibit, or License to Use The granting of a right or license to exhibit a film to the public. Location Fees The charge for the use of a site for the shooting of a film. Location Manager The person who sometimes acts as a scout for the purpose of locating a site for the shooting of particular scenes in a film. After approval by the director, the manager contracts for its use and arranges the details of occupancy, such as obtaining permits, protective services, parking arrangements, etc. Looping The process of dubbing dialogue into a film. (See also ADR/Loop Recording) M Magnetic Tape A high quality tape on which sound can be recorded. Marketing People (client) The are a primary interface with the agency account group. Term given to those responsible for marketing a product or service at a company. Responsibilities include such things as advertising, promotions, pricing, distribution and merchandising. Matching See "Negative Cutting" Matte A special mask or covering placed over the camera lens which allows for the exposure in certain areas of the film. Used to create special effects. Also refers to screening of portions of the film negative to permit superimposition of other film material. Mixing The combining of sounds from various individual sound tracks of dialogue, music and sound effects into a single composite master sound track. MOS Exposure of film without simultaneous recording of sound. (Believed to be derived from the expression "mit out sound" by German speaking filmmakers). Moviola Sound and film editing machine, no longer in standard use. N Negative Exposed film in a camera in which the image is reversed from the original subject. Negative Cutting The editing (matching) of the original film negative so that it corresponds exactly to the final edited workprint of the film. This technique allows final prints and dupes to be made from the original negative. Negative Insurance Insurance to cover the cost of production if the original camera negative is lost, damaged or scratched. O Off-Line Editing Generally, the first stage of tape editing. Also refers to the final completion process, which is done "on-line" after "off line" editing is finished. On-Call An actor or crew member who may not be used for a particular shoot but must be available. Occasionally these people are paid a fee to remain available. Optical Special effects added to a motion picture after the original shooting of the picture. Optical Negative Final printed negative (picture). Original Negative The original negative is the medium (film, tape, etc.) first used in the camera when photographing live action, special effects, animation, computer generated images, etc. Also referred to as camera negative or camera original. Outtakes Scenes shot but not used in the final film. ("Outs.") Outside Construction The construction and installation of sets or props. P Paintbox Device for rendering images or changing color on video or digital graphics. Pancake Term for makeup. Can also refer to a rectangular platform used to raise performers, props, etc. Sometimes referred to as an apple box. Per Diem A daily allowance to cover expenses incurred by a member of a company while shooting on location. Such expenses may include the cost of meals and hotel rooms. Photomatic production A low cost execution of a storyboard that uses still photographs to duplicate the storyboard frames themselves set to a sound track. Normally used in copy development or communications testing to determine persuasion, recall, etc. of the proposed commercial. Picture Vehicle See "Prop". Picture vehicles would be automobiles, trucks, boats, airplanes, etc. Plate Term for a picture or scene used as a background for a foreground image. Positive A print made from the original camera negative in which the image corresponds with the original subject. Prescore Recording The recording of a sound track for use in a film which has not actually been shot. Press Kit A package of materials that contains photos and information about the film which is sent by the distributors to exhibitors, theaters and the press to promote the film. Principal Actor in a commercial who appears in foreground, speaks dialog or reacts to product or message. Process Plate A background plate that contains an image which is used for rear projection before the foreground action is photographed. Producer A production house or agency person responsible for organizing the production. The production house producer is usually called a "line producer". The Agency Producer oversees the preparation, shoot and editing of the job. Production Manager The person in charge of coordinating and supervising business affairs involved in the production of a film. The production manager's responsibilities include, but are not limited to, supervising all financial, administrative and technical details of the production of a film. Prop Moveable property which is used in the production of a film (e.g., handguns, motor vehicles, lamps, books, paintings and clothing). Props also include cars, taxis, carriages, trucks, etc., when photographed as part of a scene. Prop Master Assistant The person in the crew whose responsibility is to obtain, maintain and place props on a set throughout the shooting of a film. Protection Copy Copy or duplicate of the original film or tape. Protection Master The master print of the original negative for use in making future negatives so that the original negative is protected. Q Quick & Rough (Q&R) Term for live action commercials produced in film or tape, usually for testing (also called Rough Live). R Raw Stock Unexposed motion picture film. Recordist The person responsible for recording sound on the set during the shooting of a film. Release Print A finished film or TV commercial print that is ready for distribution. Restored Sets Refurbished sets that are in use or in temporary storage. Riggers Members of the crew responsible for setting in place or building the scaffolds to support sets, lights, equipment and workers. Ripomatic See "Stealomatic" Rough Cut The early edited version of the film that provides a general storyline and concept of the film. Rough Live Term for a commercial made quickly and inexpensively on film or tape, usually for copy research purposes. Rushes See "Dailies" S SAG See "Screen Actors Guild" Sandbag A burlap or plastic bag filled with sand and used to anchor or hold equipment and scenery in place. Scenery Natural or fabricated background used when shooting a film. Scenics A person or persons hired to paint sets, backdrops and apply wall paper as needed. Score Written and recorded music for the sound track of a film. Screen Actors Guild Union (AFL) representing actors in film and commercials. Screenplay (Script) The storyline, dialogue, scenes and directions written for a motion picture film. Script Supervisor (Script Clerk) The individual responsible for keeping records to ensure that all details appearing in one scene remain consistent through all similar shots and takes. Set Cleaning The costs associated with cleaning a set. Set Dressing The props such as chairs, decorations, rugs, draperies, etc., that appear in a scene being filmed. Shipping/Delivery Films The costs to ship films to and from locations and to and from the laboratories. Sound Man (Sound Mixer) The person responsible for combining all the sound tracks into the final composite track. The sound mixer is generally the head person in the sound department. Special Effects Any special visual effects that are extraordinary and cannot be obtained with the camera in the normal shooting of a film. Such effects include adding smoke, fire, air and water in all their various forms, the use of models or miniatures, explosions, etc. Some special effects are created during the shooting of the film or added in the post production process. Special Purpose Vehicle Generator truck, location vehicle, or an "all-in-one" vehicle that is used to transport location equipment and is specially modified to include generators, storage space, etc.. Spot Colloquial term for TV commercial. Also refers to use of commercial in local markets (as opposed to network use). Stage Part of a studio or an outdoor area where sets are erected and the filming of the production takes place. Stagehands See "Grip" Stealomatic A slang term describing a test of demonstration commercial made by editing existing film (also called "ripomatic"). Still Photographer A person who takes still photographs during the production of a film. The photographs are usually used to publicize the film or the actors. Stock Music Prerecorded "library" music for licensed use. Stock Shot (footage) Prefilmed footage (rented or purchased) of actions, events or scenery that may be inserted in a film. For example, footage of World War II events, a storm, the ocean, an historical event, the sunset, etc. Story Board (a) A series of drawings or photographs arranged in sequence showing the key scenes in a film. A visual depiction of the entire film. Used in animation work and also to aid in planning camera movements for live action film. (b) When used by advertising agencies, artistic representations of key scenes in the commercial which depict the visual sequence of the commercial. Normally the script is included. Used to secure the client's approval, to distribute to production companies for bids, and as a guide to filming. Strike Crew A crew hired to "strike the set". Strike the set is a term commonly used for the tearing down of the set and storing of the props at the end of a shoot. The crew generally includes grips, electricians or carpenters who dismantle the set. The set generally remains in place until the dailies are approved. Sweetening The process of adding or improving sounds to an existing soundtrack (e.g., adding laughter). Synching Dailies The act or process of matching sound recording (i.e., magnetic tape track) to the day's shooting for synchronized projection and playback. T Technical Advisors Individuals with expertise in a specialized area who are hired as consultants to provide advice on a film. For example, a police detective furnishing advice on investigative procedures for solving a crime. Teleprompter A cueing or prompting device on which the performer's dialogue is displayed. Test Commercial(s) Low cost commercial which uses artwork, still photographs, rough live action or editing from existing film to measure the communication value of the proposed advertising. (See "animatics", "photomatics", "quick & rough" and "rough live".) Timing The process of evaluating the density and color balance of each shot in order to achieve constancy in the film. Trailer A short excerpt or clip of a feature film or tape, generally shown in the media to advertise a feature motion picture prior to its showing. Sometimes it is referred to as a "preview." A condensed version of a trailer may be attached to the beginning of a feature film or tape and used as a preview of coming attractions. Transfer The act of duplicating from one medium to another. For example, sound recorded on 1/4" tape and then transferred to l6mm or 35mm sprocket magnetic tape. Transparency A still image printed on a transparent backing, such as a film or glass. Often used as a background for a scene in certain shots. Traveling Matte A photographic process (using special film, camera and lighting) whereby two scenes shot at different times may be combined to make them appear as a single scene. U Umbrella Insurance Insurance policy covering all liability debt that may be incurred during a production shoot. Sometimes referred to as a "DICE" policy. Union Scale The minimum amount (scale) to be paid to performers in commercials. SAG (Screen Actor's Guild -the television union) and AFTRA (American Federation of Television and Radio Artists - the radio union) establish these rates through collective bargaining contracts. The amounts change according to the way a commercial is used. Different types of payments would be for holding fees, class A (network and syndication), cable, spot, foreign, industrial, use on the Internet, etc. V Video Master The finished commercial, complete with all audio and video elements, which is on videotape (DI or D2) and is used for duplication of the commercial. W Wardrobe All items of clothing and accessories worn by the performers in a film, play or television production. Wardrobe/Costume Designer The person who designs the costumes and clothing worn by the characters in the film. Wardrobe Women/Men The people responsible for obtaining clothing, costumes and accessories before the actual shooting of the film begins. They are also responsible for fitting the various supporting performers and maintaining the costumes before, during and after the day's shoot. Welfare Teacher An individual in charge of making sure that the rules governing the working conditions of minors are adhered to. Workprint A print made from the original negative and used by the editor in the various editing stages of post production. The workprint is eventually used to make a rough cut and then a fine cut. "Dailies" and "Rushes" are also terms for workprints. Note: TV commercials are frequently made from video or digital transfers of the original negative, thus requiring no workprint for editing. Work For Hire A description under U.S. copyright regulations that includes the buying of rights for television production work done by outside vendors. The final product of a television commercial is held to be a collaboration of several people -- e.g. writer, director, cameraman, producer, and editor. Therefore, a single person cannot be pinpointed as the creator of the entire work and claim copyright for it. The advertiser, which employs these persons, thus obtains full ownership and copyrights to that production, which is considered a "work for hire." |
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