The Magic Of ‘Film’
Jonathan Crane, Perpetual Films
My company is called Perpetual Films, and I tell people that I make films – but in fact I haven’t touched a piece of 35mm or 16mm silver halide coated acetate for years.
Like all production companies outside of the feature film and upmarket commercials sectors I shoot and edit video, or digital.
But video is a horrible, cheap sounding word and digital is even blander.
Whereas film connotes quality, beauty, craftsmanship, drama and glamour (!).
I’ve been around so long that I really have used film, as a film editor, director and producer, in many BBC documentaries. I love the feel and touch of it, and that’s why my company logo is a reel of film.
And I hope that the logo and the name of my company help clients to understand that I put real care and craft into my work – to make my videos look like real films.