By Eric Larson, CEO/Stellar Media

I often have people ask me how much a video would cost. What I would like to answer is inspired by my late grandfather, who might retort: “How long is a piece of string?”

It would be like approaching a home builder and saying: “How much for a house?” Well, it all depends on the house, doesn’t it? To get closer to a meaningful answer, there needs to be a blueprint for the house.

It’s the same with video production. But in this case, the blueprint is the script.

For most productions, if a script does not already exist, Stellar Media will first contract with the client to create one. A script allows for an accurate estimate of the production.

Here’s an example:

Client: “How much would it cost for my company’s commercial? It’s just 30 seconds.”

My Honest Answer: “Anywhere from $500 to $250,000: $500 if you want me to interview you in your office and pick out the ‘best’ 30 secs. of soundbites. $250K if you want me to interview you in a hot-air balloon over an ocean, and show you being rescued by dolphins.” Some of the 30-sec. commercials you see on television literally cost millions to produce.

For a fee, Stellar Media will receive input from the client to create a script. If the client has a specific budget in mind for the entire video, we’ll write the script such that the production would not exceed that budget. What impacts budget in a script?

• Whether or not people speak on camera, and if so, whether they are paid actors or company officials.
• Whether there is voiceover narration, and, if so, if a certain person’s voice is required (ex. James Earl Jones).
• The number of shooting locations.
• The amount of animation, motion, or other special effects.
• Whether the shoots require special lighting or other equipment.
• The length of the production.

All of the above can be derived from a detailed script. Here’s an example of a script:

ACME INC. 30-SEC. COMMERCIAL

FADE IN:

EXT. BEACH - DAY

STEEL DRUM music plays. The ACME CEO, wearing a Hawaiian shirt and Bermuda shorts, sits at a BUSINESS DESK on a BEACH, staring at the camera as he speaks.

ACME CEO
If you want to take your work
on vacation, then there is an
easier way.
(holds up a small device)
Bring the Acme Strawberry.
It’s got your email and phone
all in one.
(presses a button on his phone)
Waiter, please bring
me another drink.

CUT TO:

EXT. BEACH BAR - DAY

A JAMAICAN WAITER, holding a tray of drinks, is accepting the call.

WAITER
I’ll be right there, Mon!

OVER SHOT OF CEO BEING SERVED HIS DRINK:

VOICEOVER
The ACME Strawberry…
Make it your strawberry dacquiri!

From Script to Estimating the Cost of Production

Once we have a script, there is something to go on. Let’s look at the line items and possible costs:

Locations:
- Beach (closest beach to CEO. Let’s say it’s Myrtle Beach, S.C. - $2,000 - $2,500)
- Beach bar ($0 to $250)

Notes: Cost savings if we find a qualified vendor in Myrtle Beach to shoot. Possible further cost savings if we shoot in a studio in front of a green screen and use faux backgrounds.

Talent:
- ACME CEO ($0)
- Waiter ($250-$500. Must look and sound Jamaican)
- Voiceover artist ($250)

Costumes:
- CEO’s beach get-up ($0 - as CEO already owns).
- Waiter’s uniform ($100 rental)

Props:
- Desk ($100 rental, $100 transportation fee)
- ACME Strawberry Device ($0, provided by client)
- Tray ($0, part of bar rental fee)
- Drinks ($50, includes tip for actual bartender)

Editing Fees: $500

Music Fee: $100 (Royalty free steel drum instrumental.)

Add it up: $3,450 - $4,450

CLIENT: “But our budget is $3,000 - no more. What can you do?”

Well, we could shoot in front of the green screen. Just to be sure we’re on budget, we could use a company staffer instead of an actor to play the waiter. That might mean re-writing the server as a regular beach barman. But the main point of the commercial would not be sacrificed too badly.

The point: A script (or, in the case of a documentary-style video, a detailed outline) is a solid foundation for your production. What’s more, you can show a finished script to any number of production companies and allow each one to price the cost of production.

Create the script, then produce your video. It’s really the only way that makes sense. My grandfather would have agreed. He was a carpenter by trade.

Eric Larson is President/CEO of Stellar Media, a multi-media company based in Candler, N.C.