April 10, 2024

Strada CEO Michael Cioni: Using AI to simplify workflows

Michael Cioni is one of the film industry’s most influential people in digital cinema and post production technology. He is uniquely gifted at identifying and following fads that turn into trends, and trends that convert into industry standards. Michael was always drawn to the challenge of helping filmmakers figure out their best workflows. “I really wanted to embody knowledge to help workflows, so that I could inform customers, partners and filmmakers. And then together we would figure out what’s the best recipe for this particular film.”

Michael began his career at post house Plaster City, then co-founded the post house Light Iron, which was acquired by Panavision. He then worked for Frame.io where he found several workflow shortcuts, including Camera to Cloud. Shortly after Adobe acquired Frame.io, Michael started paying closer attention to a new trend: AI. Last year he decided to leave Frame.io and together with his brother Peter, they founded Strada. With Strada, Michael wants to enable creative professionals the freedom to work entirely from the cloud, using helpful AI tools. “The most lucrative, and I think the most useful forms of AI is in utilitarian tasks. The first major part of filmmaking workflow that Strada wants to use AI to eliminate is the mundane aspects of creating a story. If creative people can get rid of the boring, mundane, repeatable, low-skill stuff, then it means we have more time to do the satisfying, creative, fun stuff.”

Strada can transfer assets from cloud to cloud without having to download them and then reupload them. Using AI, Strada can provide a transcription and a translation of narrative content early and up front. It can also tag and analyze images so that it’s easy to search using just one word for a specific scene, saving hours in the editing process. Plus, all the work can be done remotely, from any location, because everything is stored in the cloud.

Strada is currently still in private beta but anyone can apply to try it. If you have a project you’re working on, go to Strada’s website to contact them about trying out the beta version. The company plans to start rolling out the public beta by fall 2024.

The entire Strada team will be at NAB Las Vegas next week April 13-17 at the Atlas Lens Co. booth in Central Hall C5539 to provide live demos of the AI-powered workflow technology platform and allow filmmakers to test out Strada’s capabilities firsthand.

Find Michael Cioni: Instagram: @michaelcioni
Strada: https://strada.tech/

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The Cinematography Podcast website: www.camnoir.com
Facebook: @cinepod
Instagram: @thecinepod
Twitter: @ShortEndz

February 7, 2024

El Conde cinematographer Ed Lachman, ASC

El Conde is a a dark comedy/horror film that portrays former Chilean dictator Augusto Pinochet as a 250 year old vampire. Director Pablo Larraín wanted to play with the idea that a dictatorship is a blood-sucking drain on society with lasting generational impacts. Cinematographer Ed Lachman immediately liked Larraín’s message. “El Conde is his allegory of how we are seduced into yielding to fascism. And it isn’t just in Chile. It’s like the last 50 years, we’re facing that all over the world. That’s why I think the film has something to say- if you can get past the gore.”

Ed had been a long time admirer of Larraín’s work. He found Larraín’s films to be conceptually brilliant with camera placement and movement to tell the story. “They say a cinematographer and a director is a marriage. But I always like to think of it as a dance partner- you hear the same music, but do your steps compliment each other? And I’ve certainly felt I have that relationship with Pablo.” Ed knew he wanted to shoot El Conde in black and white, referencing gothic vampire movies such as Nosferatu and Vampyr (1932). Working with Netflix Latin America, Larraín obtained approval to originate the film in black and white rather than shoot in color and then desaturate it later. For production design, special effects and costumes, all the color choices could be made for the best look in black and white. Ed decided to use the ARRI LF camera, and fortunately, ARRI had just developed a monochromatic sensor for them to use. He enjoys shooting with an actual black and white camera because the exposure latitude and grain structure is different, and he can use monochromatic filters meant for black and white cinematography.

El Conde features some amazingly realistic scenes of vampires flying. The night flying sequences had to be done with a blue screen, which did require a color camera. But all of the day flying sequences and stunts were shot with the black and white camera. The flying sequences were done practically, with no special effects. A 120ft crane suspended the camera operator, who moved through the air with the actors and stunt acrobats on wires.

Ed used the EL Zone System, a method he invented, to figure out the proper exposures for the cameras on El Conde. He’s developed the EL Zone system over the past 10 years, in an effort to measure light values and standardize exposures for digital cameras, and won a technical Emmy in 2023 for the technology. The system uses 18% gray as the standard, which is a universal photography standard. The camera’s sensor data is used as a reference point and filmmakers can view the entire exposure of a shot on a monitor to make lighting adjustments easier.

El Conde is streaming on Netflix: https://www.netflix.com/title/81590652
Find Ed Lachman, and learn more about the EL Zone System: https://www.elzonesystem.com/

Sponsored by Hot Rod Cameras www.hotrodcameras.com
Sponsored by ARRI: https://www.arri.com/en

The Cinematography Podcast website: www.camnoir.com
Facebook: @cinepod
Instagram: @thecinepod
Twitter: @ShortEndz

January 4, 2024

Ferrari cinematographer Erik Messerschmidt, ASC

With the film Ferrari, cinematographer Erik Messerschmidt, ASC has now had the opportunity to work with two huge directors: Michael Mann and David Fincher. In 2021, Erik won the Academy Award for Best Cinematography for Mank, directed by Fincher. He finds Fincher to be very methodical and precise about film structure and camera placement. Michael Mann tends to be more spontaneous, interested in capturing visceral moments, but still detail oriented. He is hyperfocused on the emotional response of the audience and how best to capture the character’s interactions. “That is the joy of being a cinematographer, coming and playing in someone else’s sandbox and learning how you can contribute to making their film,” Erik says.

Ferrari was a passion project for director Michael Mann, who had been developing the film for decades. Once he was hired to work on Ferrari, Erik saw that Mann had tons of material on Enzo Ferrari. He had an incredible collection of photos, newsreel footage, and personal letters that provided a great start to shaping the film. Mann knew exactly what he wanted to make and it came down to the two of them discussing the film’s look, pacing, and structure. The entire film was shot in 58 days with no second unit. They filmed on location in Italy, which was a huge contributor to the aesthetic of the movie and lent it authenticity. Most of the locations were historically accurate to Enzo Ferrari’s story- they shot exteriors of the Ferrari home, his barber shop, and even inside the Ferrari mausoleum. Adding classic Ferraris and other vehicles from 1957 with people in period costume made it easy to make the movie feel of its time without needing to add more.

The dramatic scenes in Ferrari had to be differentiated from the racing scenes. While all of the racing scenes were meticulously planned and storyboarded, the dramatic scenes such as a fight between Adam Driver & Penelope Cruz’s characters was rehearsed, blocked and planned on the day. Erik chose to use more structured, classically composed framing, with subtle zoom moves in on the actor’s faces for a nuanced emotional response. By contrast, the racing scenes had to be kinetic and visceral. Mann wanted the audience to feel like they are right there in the car, and all of the racing scenes take place in real cars on Italian roads. The camera operators sat in the car with the professional drivers, shooting handheld right next to them. As an amateur race car driver, actor Patrick Dempsey actually did all of his own driving in the film. Each Ferrari was actually a replica, and safety gear like roll cages and harnesses were added. Erik also used older camera mounts on the outside of the cars to capture every shake and bump, since the suspension on cars from that time period were much stiffer.

Find Erik Messerschmidt: Instagram @emesserschmidt

Listen to our previous interview from 2020 with Erik Messerschmidt on Mank and his other work. https://www.camnoir.com/ep107/

Sponsored by Hot Rod Cameras www.hotrodcameras.com

The Cinematography Podcast website: www.camnoir.com
Facebook: @cinepod
Instagram: @thecinepod
Twitter: @ShortEndz

August 31, 2023

Director Alex Winter on his documentary, The YouTube Effect

It’s an “All Things YouTube and the Creator Economy” episode! We welcome returning guest, director Alex Winter whose latest documentary is The YouTube Effect. You may know Alex Winter for his role as Bill in the Bill & Ted movies, but these days he’s an accomplished documentary filmmaker. Many of Alex’s films explore the role of technology in our society, such as Downloaded, about the rise and fall of Napster, to Deep Web, about the online black market Silk Road.

The YouTube Effect explores the origins of the website, which began in 2005, and its rapid growth into one of the most powerful media platforms today. Interviews with early YouTube creators such as Anthony Padilla of the channel Smosh, YouTube co-founder Steve Chen, and former YouTube CEO Susan Wojcicki are featured in the movie. The documentary also dives into the many layers of controversy around YouTube, both good and evil. As a free, easy to use public platform with little to no regulation, YouTube is a forum open to all, inspiring the Arab Spring protests and Black Lives Matter movement. But as we’ve seen in recent years, YouTube also spreads propaganda and can radicalize vulnerable people to dangerous causes.

Coming from the world of film, director Alex Winter sees both similarities and differences between the creator economy of YouTube vs. the traditional media economy. He thinks that the entertainment industry has made a mistake in trying to monetize in similar ways to YouTube. The shift into streaming by media companies hasn’t monetized well for anyone, nor is it sustainable- hence the current WGA and SAG strike. Both industries currently find themselves at a crossroads: they need to balance valuing money over the well-being of the workers/creators, and for YouTube’s part, to allow regulation in order to stop actual harm to our society.

YouTube is a public forum owned and controlled by one of the biggest corporations in the world- Google- with 4.6 billion views a day. People can watch all of their news, all their entertainment, all their TV, even all of our recorded human history there. It’s both a search engine and the largest media conglomerate on earth. And the creator economy continues to thrive. As The YouTube Effect points out, by allowing people to simply add their own content, there’s no barrier to entry to get started on YouTube. Ad dollars are attached to how many views the content receives. The downside is that YouTube creators feel the grind to constantly make content, because they’ll get replaced instantly by someone else.

We’re in a new phase of YouTube’s power, Alex notes, which includes monetizing disinformation and propaganda. YouTube provides no guardrails and no standards and practices for what is posted on the site, and very little on the site is monitored or taken down. As a monopoly, the company has no competition and very little incentive to delete content. As he explores in The YouTube Effect, channels such as Prager University- a right-wing non-accredited online “school”- is heavily funded by dark money, promoting conservative agendas. This disinformation will spread quickly- the Florida Board of Education has just approved PragerU Kids videos to be shown in K-12 schools.

Alex believes that YouTube needs regulation to prevent the spread of dangerous propaganda that’s funded by ideological interests with deep pockets. Education in media literacy and lessons in how to recognize disinformation for both adults and kids will also be key to creating safer content on the platform. YouTube won’t go away and it will evolve- people have created robust communities on the platform, and it is part of our society.

You can watch The YouTube Effect streaming on Kanopy, and on VOD: iTunes, Prime Video, VUDU and other platforms.

Find Alex Winter: https://alexwinter.com/
Instagram: @alxwinter

Hear our previous interview with Alex, discussing his documentary Showbiz Kids. https://www.camnoir.com/ep84/

WATCH THIS INTERVIEW on our YouTube Channel! Ironically (or not) this is our first interview actually recorded on-camera for YouTube.
YouTube: https://www.youtube.com/c/TheCinematographyPodcast

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The Cinematography Podcast website: www.camnoir.com
Facebook: @cinepod
Instagram: @thecinepod
Twitter: @ShortEndz