| Corporate Films such as Product Display Films and | | | | What lacks in such a trade fair is the time. Because |
| Infrastructural Films showcase the various products | | | | of the vastness of information on display, the time |
| and infrastructures of a company respectively. These | | | | available is insufficient for processing this information |
| are powerful tools having enormous potential to | | | | by the memory process of our minds and forming |
| promote business for a company at events such as | | | | any decisive or concrete opinions or observations. |
| trade fairs and exhibitions in any part of the world. | | | | Under such circumstances, TV screens or projectors |
| But often, the exhibitor puts these films out of | | | | displaying Product display films or infrastructure films |
| conformity or as a power display or prestige symbol, | | | | play an important role in filling the gaps between the |
| underestimating the great power and endless | | | | information and the memory and helps make the |
| possibilities of this tool. | | | | information intelligible so as to form substantial |
| Nikhil Sablania, Director at "Cowdung Films", New Delhi, | | | | impressions and opinions about the prospective |
| India has visited numerous trade exhibitions in the | | | | product or technology on display. |
| city and has made the following observations | | | | A good film with a great concept, good visual |
| regarding good and bad films to display at such trade | | | | effects, suitable (industrial) lighting, and intelligent |
| fairs and events. | | | | editing can fill such informational and communication |
| A trade exhibition is not just an exhibition, a | | | | gaps. It also reduces the pressure on company |
| marketplace or a promotion. It is much more than | | | | representatives who are displaying the product, |
| these and above all, it is an event in history, culture, | | | | infrastructure or technology. Films being an audio |
| technology, human development and human | | | | visual medium, have a strong association with the |
| relationships. It is an event where boundaries of | | | | memory and the mood. They create long lasting |
| nations, cultures, religions, languages, castes and | | | | impressions in the minds of the viewers. Films create |
| races are all kept away and everyone has only one | | | | images in our unconscious mind that keep reflecting |
| common purpose. These events look into the future, | | | | throughout the life in the waking and sleeping states. |
| where human beings can grow prosperous and come | | | | With times these images get strengthened and the |
| closer to each other by mutual cooperation and | | | | information stored in them passes to others and the |
| business relationships. These are events of trust, | | | | coming generations. The impressions associated with |
| reliability and friendship. So where and how does a | | | | such images become so powerful on occasions that |
| product display Film or an infrastructure film come in | | | | they become the basis for concrete decisions such |
| the picture? | | | | as a trade enquiry or even purchase. Thus these |
| A visitor comes to a trade exhibition with many | | | | films boost the prospects for the products and |
| feelings. She or he might not have any prior thoughts | | | | brands. |
| about the exhibition, but it is the power of curiosity | | | | But if such films are badly made, the mind responds |
| that brought her or him to the event. She or he | | | | in an opposite way. Rather than memorizing and |
| might have spent money to buy an entry ticket or | | | | retaining such images, the mind rejects and forgets |
| to travel to the venue of the event and had taken | | | | them. The gap between images and the memory |
| off a precious day or two out of her or his busy | | | | remains unfilled. Neither any memory nor any |
| schedule. What she or he looks forward to is to | | | | impression is created. Thus, despite all the effort put |
| learn, to know and to understand as much as she or | | | | by the exhibitor in exhibiting her or his film and the |
| he can. But among all these conscious factual quests | | | | effort by the viewer in watching the film, everything |
| of the mind, one is actually searching for a friend | | | | goes in vain. |
| who has an understanding and appreciation for her or | | | | So, if you are planning of putting a Product display |
| his needs, one who respects her or his priorities and | | | | film or an infrastructure film at the next exhibition, |
| the purpose that has brought her or him to the | | | | just be sure that your film should be well made and |
| event. The memory and impressions about a | | | | powerful enough so as to create life long memories |
| particular product or a brand that a visitor carries | | | | in the minds of viewers. |
| from such an event is very crucial. | | | | |