An important consideration in any restaurant video is to strike an appropriate balance between the background music and
and the visual elements of the video. Video production companies, when striving to depict the environment of a restaurant on the video screen, must be cognizant of achieving the proper balance between the aural and visual elements.The video I will be discussing in this article, while of high quality and depicting a high quality restaurant, tends to fits the music together with the visual element in a way that some might consider over-dominating.You decide!
The video is called the Coyote Crossing, after the name of the restaurant which has two branches, one in Westchester, Pa, and one in Conshohocken, PA. It can be found at: http://www.foodreference.com/frvideos/html/local-rest-025.html .
The video is set against a background of jazz piano music. It starts out with an inviting but brief view of a flaming hearth. Next there is an appropriate but all too brief shot of a plate of appetizing food being set in front of a patron. Then, the camera closes in rapidly on the stem of a drink glass, gradually moving up as it moves in. The effect more than the drink is the focus of the shot. The video jumps to a second drink and finally ends with a third drink. We get a nice view of the lemon dakri, one of two good food shots in the video. The camera pans some dinner plates so rapidly, that you can’t see what’s on them. One grilled fish platter, with asparagus on the side, looks very appetizing, and gets about half the time it should have. There’s an effective but all too brief shot of the restaurant form a balcony. Then a waitress is shown handling two appetizing dishes. But like many objects in the video, she seems to be moving them in time to the jazz rhythm,so you can’t really get a good look at them. Next the video presents the other good shot of food. Weview a close up of a women nibbling on a luscious green olive, Yumm! The attractive logo comes on again, and with a final jazz chord the video ends without ever missing a beat.
So is this excitement or is this a bit frenetic? The video was high quality. The restaurant was high quality. As music, the music was exciting. But the tendency for everything to move around in time to the beat meant that at most there were only two fully decent shots of food, one drink and one olive, and a half decent shot of a very appetizing fish dish.
Viewers can decide for themselves. For my taste, I believe there is a tendency for the jazz rhythm to have dominated over the visual editing, with the result being that the viewer doesn’t have the freedom to fully focus in on what passes before him on the screen. Also, there is no clear origin for the music, as it doesn’t seem to be coming form the restaurant itself. This is as opposed to some restaurant videos that use music coming from a bar connected to the restaurant, for example. In that case, the music enhances the restaurant environment. Many videos, nevertheless, use music, coming from outside the purlieu of the restuarant, in a way that enhances the visual imagery.
On the other hand, some people might find themselves attracted to the restaurant because of the atmosphere of excitement Many people love the excitement of jazz music, and for them , the video might be an open invitation to visit. Soin the end, I leave it up to the viewer to decide.
Thanks to Winmax Video, a producer of restaurant videos, trade show videos and corporate videos, for producing this report.
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