Post production is the process of taking the original cut of your commercial and polishing it to perfection. Like a diamond in the rough, the filmed segments of your commercial have the potential to shine when placed in the ideal sequence - after the commercial goes through several editing processes.

Here's what happens after the director gives the final command to "Cut!" and once post production begins. Once your commercial has been filmed, the "magic" occurs in the hands of several editors. The television production company will put the finishing touches on your commercial to ensure that it has superior quality - audio and visual - to represent your sales message most effectively.

In essence, post film production adds substance to the original content of your commercial. The video will be edited, the soundtrack will be edited, and any special effects or animation will be added to the final product, if necessary. The end result will be a commercial that will get results.

The following is a brief explanation of what happens during the film production editing process:

What happens in post production audio editing?

Audio editing ensures that your commercial has sound that is of exceptional quality. This could mean reducing background noise, amplifying voices, or adding a musical score to your commercial. Audio editing may also include adding sound effects or voice-overs. This is usually accomplished with audio editing software. Many television production companies prefer to "clean up" the audio first before synchronizing it with the video.

What happens in post production video editing?

The purpose of video editing is to cut, splice, and arrange video in a sequenced timeline. The editor will choose the appropriate shots, select the transitions, and create the pace of the story. With video editing, the editor can adjust colors, create visual effects, and enhance the picture quality.

Subtitles or closed captioning may also be added in the video editing process. The goal of the video editing process is to provide continuity to the storyline. This includes close-ups of actors or the product as well as cutting to a scene that advances the story. Ultimately, the goal of video editing is to provide a smooth video transition from start to finish so that the message is believable to the viewer.

What happens in post production special effects and animation editing?

Special effects may be added, for instance, when a blue screen has been used in the filming process. The film editor may add a background, animation, or 3D effect - even lip synching. With special effects and animation editing, "movie magic" can make people fly, show an earthquake swallow an entire city, or add a cartoon character beside a human being. The special effects editing can make viewers believe that something that is ordinarily impossible is real.

Post production is an essential part of the television production process. That's why it is important to contract with a professional film production company that has a track record of success. Before you sign a contract with a commercial production company, do a little advance research. Look at samples of commercials they've produced for other companies so that you may ensure that they are - from start to finish -- the right fit for your needs.

Are you tired of production companies with glitz but little substance?

For a company that can deliver exactly what you've dreamed of in your commercial or music video production, let Revolution Pictures show you the way from the first meeting through post production. We have the award hardware (MTV, CMT, ACM awards) to prove we will provide you with outstanding commercial and music video production. More at www.revolutionpictures.com.