Dallas International Film Festival "Love of Film" Commercial #3

Love of Film Dallas International Film Festival

http://www.youtube.com/watch?v=Gy9ETO5Bggs

This commercial caught my attention because its light tone was juxtaposed by the Asian horror film festival commercial that preceded it. The happy background music introduces the commercial during a close-up of a grown man swinging. Because he is so happy, the viewer automatically becomes happy and curious as to why he is enjoying himself. The camera zooms out, showing a dead zombie pushing the grown man. The screen cuts to another happily in-love scene of a woman riding a bicycle. The camera zooms out from her giddy smile to a cowboy’s ghost riding behind her.  Next is a pretty woman sharing a smoothie with an alien. All of these peculiar scenarios add to the confusion and curiosity of the viewer. Finally, the commercial ends with, “Dallas Film, March 31-April 10”. It is not until the last scene that the viewer understands that people love film; therefore, they love the characters that go along with film such as the subjects that were flirting with normal people.

This is a perfect example of the power of background music during filming. A smooth, happy tempo can eliminate any negative emotions of the viewer, while a fast, sudden tempo creates anxiety and uneasiness. The commercial grabs the viewers’ attention and keeps mystery to its reasoning, yet eliminating the anxiety of its suspense.