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So Long, Farewell, Auf Wiedersehen, Goodbye

Thursday, April 12, 2018

So Long, Farewell, Auf Wiedersehen, Goodbye...

As we come to the end of our 35 days of film and fade out into a new department of Never Boring, we thought we would leave you with a list of some of our favorite movies. But, not just favorite movies, favorite movies that you may not have watched, have forgotten about, or haven’t even heard of.

  1. Talk To Her
  2. Comet
  3. The Fundamentals Of Caring
  4. Naked
  5. Seeking A Friend For The End Of The World
  6. Idiocracy
  7. Heartbreak Ridge
  8. Baraka Ron Fricke Masterpiece
  9. Persepolis - Marjane Satrapis's experience as a teen in changing Iran
  10. David Lynch's "Elephant Man" - John Merricks tragic life story

We hope you’ve enjoyed hanging out with us here at the Film Vault these past 35 days. We hope you enjoy the next journey into our Web Development department, and we’ll see you again soon!

And Scene

Why Is A Script So Important?

Thursday, April 05, 2018

Why Is A Script So Important?

Well, a movie without a script is like waking up in the morning without coffee. And who does that? (It’s absolutely impossible to start a day without coffee!) Just as it is absolutely impossible to start a movie without a script.

In The Beginning

In the beginning, there was a script. The script is the bible to any movie. It’s what everyone who is working on the film refers to when there are questions, concerns or when someone is implementing their part to the process.

And, just like coffee and religion (don’t ask), there are different types of scripts.


A standard script gets pitched to a producer or film studio. If they like it, you’ll see the movie produced and released the way the studio wants it. Yes, the script gets rewritten with the studio’s or producer’s input before it is released.


A spec script is written in advanced by a writer who is hoping it gets picked up or optioned by a producer or studio. Don’t let the success of “Good Will Hunting” or “American Beauty” fool you—a spec script is one of the hardest ways to get a script produced.


An adapted script comes from something that already exists. We’ve been seeing this a lot lately (*cough* Twilight *eye roll*). It seems as though almost every best seller is being turned into a movie. Good for the film industry, not so good for the author (since it can be tough to translate the quality of the story from the book onto the screen).

Other examples of an adapted script would be: remakes, TV shows, or even a real life story.

So, Why Is A Script So Important?

As we mentioned above, the script (also known as a screenplay) is the film’s bible. It is used by the director, producer, actors, crew; everyone who is involved with the movie. The script lets everyone know exactly what will be on the screen.

The script also provides the description of the characters. With this, the director is able to visualize and capture the type of style, look and vibe she/he gives to the character.

Aside from capturing the personality of the characters and knowing what will be shown on the screen, the script gives a close estimate of how much the film is going to cost.

Budget planning is key and the script, again, is the bible for that. The script lets the producer and director know how and what to plan for, therefore, dictating the logistics and budgeting for the film. For example, if the movie calls for extreme explosions the producer knows she/he will have to plan and budget for that. If the film is mostly dialogue and daydreams, then the producer will budget for that (with costs likely to be much less than a movie filled with explosions).

The script also plays a huge role in how the movie is scheduled. As with anything in life, scheduling/planning is at the forefront of getting the job done. It is also how the director and producers keep the film on budget. Planning and scheduling have absolute direct impacts on the budget. Some of the most common reasons for going over budget are reschedules and disruptions to filming. So, you can see why meticulous planning and scheduling are so important.

Fade out…

The End.

What A Difference A Soundtrack Makes

Thursday, March 29, 2018

What A Difference A Soundtrack Makes

Guardian of the Galaxy, Dazed and Confused, Forrest Gump, A Knight’s Tale, Titanic, Sound of Music, Singing In The Rain, the list could go on and on, and on…

Imbedded In Our Minds

A good soundtrack can, really, be instrumental to a movie’s success, longevity, and memorable scenes. Take Singing In The Rain, for example. Tropicana used one of their most recognizable and famous songs in a recent commercial - “Good morning, good morning, we’ve talked the whole night through…” We don’t know about you, but we cannot hear the phrase ‘good morning’ without thinking about that song. Or, how about Alice Cooper’s, ‘Schools Out (For Summer)’ - who doesn’t think of the scene from Dazed and Confused? All the kids running out of the classrooms throwing their papers everywhere, shredding their books.

Not A Match

However, a soundtrack can also be a distraction if not fitted to a movie correctly or placed within the scenes at appropriate times. We’ll use A Knight’s Tale for this example. Granted, it was one of the first movies in a long time that did not blend the soundtrack with the time period of the movie. So, we’ll give them kudos for stepping out and being bold.

That said, the soundtrack was received with wildly mixed emotions. Some enjoyed it and thought it was a nice change, bringing something new, while others thought it was mismatched and completely unfitting to the movie. Making it distracting and hard to enjoy.

Emotions and Personality

Not to be confused with the score, which gives the emotions to a movie, it’s in the soundtrack where you’ll find the personality.

A good soundtrack can show the personality of the characters, the director, and the movie itself. A song can show you a wide array of personality traits in a character. One song will show you the charming side of the protagonist, and another will show you the arrogance of the antagonist.

That’s A Wrap

Music is as beautiful and imperative as the colors used in a film.

Music creates the memories, the characters, the unforgettable scenes…

(queue John Cusack, Say Anything).


Thursday, March 22, 2018


If you’re a movie maven, then you may already know the massive influence color plays in every scene of a movie. Movies aren’t just all fun and games. There is a ton of psychological s*#@ that goes into creating a movie, commercial, music video, video game….. you get the point.

The Influence of Color

Colors and their influence on us is rather fascinating. Psychological in fact. When a filmmaker, editor, or photographer is trying to evoke a certain feeling or reaction, one of their main considerations is what color(s) to use in order to elicit that desired response from you.

For example, red is a color that is primarily used for a range of emotions such as, love, sexiness, boldness, anger, danger and terror. Same with the color blue. Depending on what shade of blue is being used in a scene, you may feel melancholy or calm. Now, of course, the perception of colors can be subjective, but the feeling behind a color is fairly universal.  

Colors Are No Accident

With the huge influence color has on a human’s psyche, you better believe the colors that are in each scene have been well thought out. Take director Tim Burton for instance. He is well known for the usage of color to tell his story. Think about Edward Scissorhands… What a dramatic difference between the cookie-cutter town that lives at the bottom of the hill from Edward’s hilltop castle.

The houses of the townspeople below are painted in cheerful, 1950’s-inspired pastel colors, while Edward’s castle on a hill is a depressing dark grey (creating a literal eyesore). You can’t watch this movie--or any Tim Burton movie, for that matter--without noticing the impact colors have in telling this story.

A film’s scene color can also give you hints, give insight to a character’s, well...character, and can highlight ideas of the film. Color can really guide you through a scene or an entire movie, if you pay attention.

Be Careful With Colors

All of that said, you want to be careful and discerning when using color to tell your story. You don’t want to over-saturate a scene or movie. Color is tricky and needs to be used wisely when telling a story. Color is there as the underlying tone and energy that subtly guides an audience, not screams at the audience (unless, of course, that’s the purpose).

So, if you’re thinking of filming a commercial for your business, think about what you want to evoke and get out of your clients or customers. Then, think about which colors to use to help make that happen.


The How and Why of Filming A Continuous Shot (a short version)

Thursday, March 15, 2018

The How and Why of Filming A Continuous Shot

(a short version)

First, if you have not seen Alfred Hitchcock’s, The Rope, put it on your to-do list for this weekend…

What Is A Continuous Shot?

A continuous shot, or “one-shot” film is a full-length movie that is filmed using one (very) long single camera shot. Or, one may manufacture several shots together in order to give the impression and feel of a one-shot film (but we’re not talking about that type of continuous shot today).

Why Do Directors Film One-Shots?

Why do directors film in continuous (one-shot) shot? There are a lot of reasons why a director may shoot their movie in one-shot. A few reasons, are that continuous shot filming adds drama, and that extra suspense we all love (and sometimes dislike). By not giving an audience some relief with a scene change or cut, it creates more suspense and that on-the-edge-of-your-seat feeling. It’s like taking a deep breath and having to hold it in for two hours. In less of a theatrical sense, it can also be less expensive to shoot a continuous shot. However, it takes a lot of preparation, dedication, rehearsals, and knowing what you are doing.

How Do You Film In A Continuous Shot or “Oner”?

There are several elements that go into shooting a continuous shot. As we mentioned above, there is a lot of preparation that goes into filming a oner. For “one” thing, you have to know what kind of rig or equipment you are going to place your camera on in order to make it mobile. Which leads us into, knowing what kind of movements you want your camera to make. The two almost go hand-in-hand. Knowing what type of movements you want your camera to make will give you an idea of what equipment you will use to mount your camera on.

Think About Your Composition.

When thinking composition when filming, you are going to be thinking about the frame of the image and how the elements are placed and/or appear in the frame. Why is it so important to think of composition when filming continuous shots? It’s important to think of composition when filming continuous shots because you need to know where the lighting will be, where your actors are going to stand or move within the scene, where your props will be placed, what kind of costumes/wardrobe your actors will be wearing, and how you will move your camera around all of these (and more) elements.

Here’s a cool little video of continuous shot films and scenes.

The Woman of Advertising

Thursday, March 08, 2018

The Woman of Advertising: Mary Wells Lawrence

If you’re a business woman, or more so, a woman in the advertising world, you most likely know the name, Mary Wells Lawrence. In fact, it’s almost a sin to talk about women in advertising and not mention Mary Wells Lawrence.

Lawrence not only paved the way for women in advertising, she was the first female CEO of a company listed on the NYSE (New York Stock Exchange). The impact Mary Wells had on the advertising world is more than extraordinary. And, if there are some of you out there who don’t know her name, you most certainly know her amazing work.

Mary got her start as a copywriter at McKelvey’s department store, but come 1953, Mary Wells moves to New York and becomes copy head at McCann Erickson. (If the name sounds familiar, it’s probably because you watched Mad Men). Fast forward four years and you’ll find Lawrence at Doyle Dane Bernbach - an up and coming advertising agency that became one of the most influential in advertising history.

Mary Wells gave us exceptional campaigns over and over. Some of her most notable were “Plop, plop, fizz, fizz” for Alka Seltzer, “I LOVE NY”, “Trust the Midas touch”, and one of my favorites that rings in my head to this day every time I hear the word ‘sure’ - “Raise your hand if you’re Sure” for Sure deodorant. Lawrence is even credited for saving an airline company through her campaign, “The End of the Plain Plane.”

To say she paved the way almost doesn’t seem like we are giving her enough credit. Here’s to you, Mary Wells Lawrence, on this International Women’s Day.

“You can’t just be you. You have to double yourself. You have to read books on subjects you know nothing about. You have to travel to places you never thought of traveling. You have to meet every kind of person and endlessly stretch what you know.”

- Mary Wells Lawrence.

How to Be a Social (Media) Butterfly: Facebook

Friday, March 02, 2018
Social media can be an elusive beast. Getting on top of your social media profile is tricky, but important to getting your name out there. We’ve got a few hot tips for keeping your social media in control—starting with your presence on Facebook.

1. Keep Your Brand Strong
On Facebook, your brand is introduced via your profile picture and your cover photo. It’s the first thing a visitor to your page will see, and it’ll make the strongest impression. Make sure to use a high-resolution version of your company’s logo. Your cover photo should also match your brand and somehow tell a story of your company. The best size for a cover photo is 815 x 215 pixels.

2. Consistency is Key

In order to stay in front of your audience, you must post consistently. An audience appreciates a predictable schedule. If they already know that you share new content on Sundays, Thursdays, and Fridays, they’ll know when to check in. The best times are proven to be 1 to 4 p.m.

3. Timing is Everything

As mentioned earlier, there are specific times and dates that work best for posting. The best times are between 1 and 4 p.m., and the best days are Sundays, Thursdays, Fridays, and Saturdays. There are countless tips we could give on Facebook alone—but we have other platforms to cover. Social media takes so many forms, and we want to make sure to cover as many as we can. If the task sounds daunting, never fear. Never Boring is one of the few full-service advertising agencies that covers all the bases, including the production of award-winning copy and design. We’ve made telling your business’ story our first priority.

Never Boring can help you decide how to efficiently market your business to bring in the most customers. Call 209-526- 9136 today to schedule a free consultation with our marketing specialists.

Marketing Tips For 2018

Friday, February 23, 2018

Marketing Tips For 2018

Marketing encompasses a plethora of different elements, especially with digital playing such an expansive ongoing role. So, for this week’s newsletter and, since we are in the middle of our #35DaysOfMarketing, we are giving you more than just a few digital marketing tips to use for this great 2018.


No, you don’t have to put your business on wheels (unless, of course, you’re a food truck business), but you do need to make sure your website is responsive and shows up for your customers and clients on their mobile devices.

Yes, having a mobile-friendly website has been a MUST for quite some time now, but you would be surprised at the number of websites we come across that are not responsive!


Do you know which media your audience goes to get their daily dose of news and information? (It’s okay, that’s why we’re here - our number is below). Social media is a primary source for most, however, it’s not where everyone goes for their news and information. If, for example, you’re running an assisted living facility or sell reverse mortgages, you want to reach an older demographic and we can almost guarantee your target audience is still reading the newspaper or local magazines.

What we’re trying to tell you is, know your audience! Be familiar with where they go for their information and be there when they need you.

Be A Chatty Cathy

Chat it up, your customers want to hear from you! At least make them think they’re chatting with you. How do you do this? Chatbots. What is a chatbot? Well, a chatbot is a computer program designed to simulate conversation with human users, especially over the Internet, according to Oxford Dictionary.

Having a chatbot available for your customers can make significant difference in your click rate. If you set your chatbot up correctly, your customers won’t even know they’re chatting with a computer. However, what they will know is that “you” just helped them out and they are now ready to make that purchase!

Don’t Be Shy, Ask For Reviews

We come across some clients that hesitate to ask their clients and customers for reviews. In a time where 80 percent of consumers refer to the internet before making a purchase or decision on whether to use services, you’d better believe reviews make quite the impact. And not only do reviews make an impact on whether someone is going to use your services or buy your products, it makes a great impact on your SEO (especially those Google Reviews).

Get Ready For Your Close-Up

Video is not new, it’s not going away, and it’s only gaining in popularity. So, if you have yet to powder that face and get yourself ready for your close-up (or hire an awesome local marketing and advertising agency to do it for you) then you are behind the times, my friend. Facebook live videos and Insta-Stories get more engagement. What’s more, videos on landing pages help in getting more conversions by almost 80 percent. Ready for that close-up now?

Ok, so now that we have given you a few tips and ideas to help with marketing this year, it’s time for you to pick one and execute!

Why Graphic Design is Important

Thursday, February 01, 2018

Although it may seem reductive, you’d be surprised how many businesses and establishments ask the question: Why is graphic design important? Can’t you just hire someone from the job site, fiverr? Couldn’t my niece do this in thirty minutes for free? Little do people realize that graphic design is a massive iceberg; where so much of what it does lurks in places people don’t always think about.

Ultimately, design is a communication. And much like writing is an art to be honed. Graphic design is an art that is practiced for years so that the designer can understand how best to communicate with their audience.

It’s so much more than the production of “pretty things” (although that’s certainly a start). We’re more readily drawn to look at pretty designs. A design grabs attention, and from there your content has to finish selling the product, business, or service. Design and content are the one-two punch.

A strong design can also ease visual navigation, making information easier to absorb. There have even been studies that show we’re more willing to go through a complicated process if the interface is well-designed. Not to mention, a designer knows how to weigh the different elements on the page so that there is a visual hierarchy - making pages and designs easier to read.

Brand is also an integral facet of a business. It’s the public face that everyone sees, and it can communicate who you are and what you do in as little as six seconds.

If the task sounds daunting, never fear. Never Boring is one of the few full-service advertising agencies that covers all the bases, including the production of award-winning copy and design. We’ve made telling your business’ story our first priority.

Never Boring can help you decide how to efficiently market your business to bring in the most customers. Call 209-526-9136 today to schedule a free consultation with our marketing specialists.

Designing Your Copy

Wednesday, January 24, 2018

Designing Your Copy


Copy has one purpose—to be read. A line of copy can contain as much feeling and emphasis as a paragraph, if tailored well enough: concision is key in copy. It must convey a message that sells or speaks to your target demographic. But not a one of those words matter if they’re not being read.


We’ve already talked about how a good design can help copy, but both a copywriter and a designer need to meet in the middle. Now we’ll dish out some hot tips for making sure your message reaches your audience.


Short and Sweet

Every sentence has to count. Like we said in our “Strip Down Your Copy” blog, if you want your words heard, they need to be relevant. Filler’s great in a high school essay—but it has no home in professional copywriting. If you don’t need the sentence, ditch it without a second thought. Your client deserves better. A good way to practice this is to give yourself (or have your designer give you) a strict word count. And bear in mind, you could always stand to lose 150 words.


Read, Review, and Edit

One of the biggest pitfalls of some professional copy is a typo. It can take a normally-careful writer and make them sound inexperienced. It can also make your copy sound unprofessional and sloppy. Professionalism is integral in business copy, as it can be the difference between a customer trusting your brand and not. One last sweep of your copy can do the trick—especially if it needs edits from the designer.


Copy should be just as pleasing to the eye as design. It should be easily read and should catch the eye. If the task sounds daunting, never fear. Never Boring is one of the few full-service advertising agencies that covers all the bases, including the production of award-winning copy and design. We’ve made telling your business’ story our first priority.


Never Boring can help you decide how to efficiently market your business to bring in the most customers. Call 209-526-9136 today to schedule a free consultation with our marketing specialists.