Visual elements of any motion picture are essential. Hollywood has embraced the GoPro as a key tool to capture dynamic visual content. Uses for the camera are rapidly expanding from the original sport enthusiast demographic.
GoPro is known to be the best point of view camera on the market. By creating a brand instead of a product, the company is able to focus their brand value by being able to provide an individual “aspirational emotion of feeling like a “pro”.
As a company, GoPro uses a unique advertising strategy. GoPro advertises its product by showing consumer generated content centered around action activities. These self-made videos are posted to YouTube where they are then shared all over the Internet, or made into commercials to target consumers through television.
These videos show potential customers the high quality, high clarity, and high performance features that a GoPro has to offer. GoPro also uses other forms of social media to promote their product. Websites such as Facebook, Twitter, and Vine help promote GoPro videos allowing them to gain more viewers. The GoPro is being used to promote itself. The viral has become a powerful form of advertising and is an instant way of building brand recognition.
The film industry has begun to utilize GoPro cameras because they are light, small and can fit virtually anywhere. The size and weight allows directors to stray from traditional camera systems to create new and exciting shots and videos.
The cameras have also become widely used in reality TV shows, close quarter photography and in close-ups such as explosions. Cameron Glendenning explains below how he uses a GoPro Hero while filming Deadliest Catch.
Analysis Chris Chute explains that, “When Hollywood blows up a set, they buy more GoPro cameras.” Some productions have used over 20 cameras for a set.
The widely valued GoPro CineForm in video post-production, is known as the as the industry’s highest quality compression format. Hollywood feature films like, Slumdog Millionaire, Need for Speed, The Hobbit, Captain Phillips and Furious 7, have utilized GoPro cameras during filming to capture unique angles never seen before.
The camera offers new perspectives for stunt work, action photography, and scenes involving water. GoPro uses are limitless and remain essential to capture great footage for the big screen.
Screenshot Credit: Tara Holliday
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