The source of the media for this essay was a Bank of America ATM on 24th St. and Bryant St. in the Mission District of San Francisco. At this bank there were two ATMs. One had a two-color screen with moving graphics and no sound. The one that will be written about had a full color screen with sound and full motion video. My system for examining this video was first my eyes. Then I recorded it on a Canon miniDV camcorder, this video was then captured on to my G4, where I was able to review the footage. The makers of this video were not credited. I choose to write on this video for several reasons. First off, I have noticed an ever-increasing number of ATMs with full motion video. Additionally I have seen video showing up at other locations, such as Gas Station pumps. I expect this to continue to other locations that already have LCD screens in place, such as the super market. Secondly, I have never read anything about these new venues, so it further interests me to explore this topic. These new venues use a combination of post-production techniques, specifically fxs and motion graphics to enhance the micro time of their presentation to a single viewer.

The criterion that I will be discussing revolves around post-production processing. Of this there are two elements, fxs, and motion graphics. In this example the effects are used for several purposes. The first and most apparent is to draw the viewers’ attention. The ATM is not a standard place to watch video and viewers are not there not watch something, they are there to get money. So the creators need to reach out and try to grab the viewers’ attention. The fxs move rapidly; these stand apart from the normal “look” of an ATM. Normal ATM screens are static until they completely change. Here the image moves rapidly in the shot, then changes. This is the second function of the fxs. Besides drawing the viewers’ attention they also serve as transitional devices. So besides visually differentiating this ATM, it also presents the screen changes in a different “edited” manner.

The second element of this video is the motion graphics. Because the producers have the viewers for such a short amount of time, the video needs to convey as much information as possible in the shortest amount of time. The text helps reinforce the images and sound. In some instances the text defines the images. A common element of modern advertisement is to sell a “lifestyle.” The product or service is no longer what is being sold, it is the lifestyle that people who would use such product or service that is being hocked to the viewer. A famous example this would be of “beer drinking” equaling “having the attention of attractive women.” Often these concepts are so abstract that exposition is needed to inform the viewer what they should equate the screen images with. In the ATM both mountain climbing and mountain biking are aligned with “checking.” Mountain climbing is shown with the title “Go, with better checking.” Biking has the title “Go faster, with free Online Banking.” The connection that Bank of America wants the viewer to make is that by enrolling in their online checking they will no longer have to spend the tremendous amounts of time that normal checking required and will be able to recreate in the aforementioned “extreme” sports.

These techniques are no different from standard television ads. What makes them stand apart is their venue. In other “new media” venues, such as the internet, narrative reigns supreme. But here the only thing shown is advertisements. Because ATMs have “down time,” while “your request is being processed,” they effectively have the viewer. They cannot turn the TV off, or close their browser window. The viewer is stuck and has to watch the ad or nothing at all. Another unique element to this example is the fact the ATM is a “one-viewer” venue. While this is factor of the venue has not currently been taken into account it offers potential in more directed programming. This could take the form of something like a “Yahoo” home page, where the viewer receives a combination of preselected information in addition to ads. However the depth that could be shown is limited by the fact that ATMs while being “single viewer” as still “multi-user.” So more likely the uniqueness would be used more directly market products and services to the viewer. Currently the ATM makes no distinction to whether or not the viewer/user already has “Online Banking” or watches “Connie Chung.” Since the ATM already know what person is using the machine, it would be (and I believe will be) simple to add this several of personalization to the content of the ATM video.

The production techniques used in this example appear to be very standard. The unique elements come during the post-production process. The images are highly composited, both with motion graphics and text. I think that the venue is more unique then the techniques used. In the genre of advertisement these techniques are standard.

In conclusion, ATM videos are by necessity very short and are presented for a single viewer. In order to effectively communicate their message they use motion graphics and fxs. The fxs draw the viewers’ attention and the motion graphics provide a link from the product or service that is being sold to the lifestyle that the image portrays. These techniques are all similar to traditional video with the exception that the video is for a single, identified viewer. In the future I believe there will be video monitors at more locations and the programming will be presented for a specific viewer.