My recent experience producing a test commercial entirely with AI revealed that the technology is more limited than I initially thought. The people I created felt soulless, leading me to conclude that AI is worse than I had first perceived.

In October [2025], I decided to experiment with using AI (specifically Google VEO 3) to handle the entire production process for my test commercial. The goal? Generate everything—the talent, the lighting, the location. No actors with “creative differences,” no lighting rigs, just me and a keyboard.

And let me tell you, it was a disaster.

I started with hours of research. I spent my time trying to figure out “continuity”, making sure the actors don’t have a beard in one shot and a clean shave in the next because the computer forgot what it was doing.

To keep the setting and the characters consistent, I had to write, rewrite, and copy-paste prompts that were longer than the T&Cs of your mobile phone contract. Honestly, at one point, I thought about just robbing a bank to fund a real crew. It would’ve been far less stressful.

But I persisted. And the results? Abysmal. Even the simplest scenes looked like a fever dream directed by my three-year-old. I eventually threw in the towel. And no, this isn’t the part of the story where I have a “Rocky” montage and figure it out. I just quit.The problem wasn’t just technical; it was visceral. The characters moved… weird. They had that “unnatural AI glide”—like they were trying to walk through a vat of invisible mayonnaise.

But more importantly, it had no soul. I know, I’m sounding all spiritual, but in filmmaking it’s real. You can prompt an AI character to cry, but that character hasn’t actually lived through anything. It hasn’t had its heart broken, it hasn’t lost a pet, and it certainly hasn’t spent three hours on the phone to HMRC.

When you know the “person” on screen has zero real-world experience to draw from, the whole thing feels two-dimensional. It’s flat.

We’re all hitting a bit of AI fatigue, aren’t we? It’s the new “gluten-free.” It’s everywhere, half the time we don’t need it, and it usually makes the final product taste like cardboard.

Yes, AI is here to stay. It’s a tool. It’s a glorified assistant. It can help you organise your calendar or find a recipe for kale chips, but it’s not a replacement for the human experience. At the end of the day, we don’t want to connect with code; we want to connect with people.

So, I’m finishing my commercial, but I’m doing it the old-fashioned way: Hiring humans. Using real talent. Collaborating with people who have actually lived.

I want a production that’s got some grit, some sweat, and maybe a little bit of human error. Because that’s what makes it art. Otherwise, it’s just math—and I didn’t get into this business to do math.

The post Why I’m Choosing Humans Over AI for My Test Commercial. appeared first on Theory Films.

Gain valuable insights into aspects of the production process by watching our helpful videos.

What Is The Best Format For Exporting My Video For Online Platforms

When venturing into the realm of online video, the selection of the correct format and bitrate is paramount to delivering an optimal viewing experience. Two prominent video formats, MP4 and H.264, have gained widespread popularity due to their extensive compatibility across various devices and platforms.

MP4, or MPEG-4 Part 14, stands out as a highly versatile container format. Its broad adoption for online streaming and sharing can be attributed to its ability to encapsulate high-quality video while maintaining relatively smaller file sizes. This efficiency makes it a go-to choice for platforms where quick loading times and reduced bandwidth consumption are crucial. Beyond video, MP4 can also store audio, subtitles, and even still images, making it a comprehensive solution for multimedia content.

H.264, also known as AVC (Advanced Video Coding), is a sophisticated video compression standard rather than a container format. It excels at delivering exceptional video quality even at lower bitrates, making it incredibly efficient for streaming and storage. H.264 achieves this through advanced compression algorithms that intelligently remove redundant information from the video stream without significantly compromising visual fidelity. While often found within an MP4 container, H.264’s core strength lies in its ability to encode video with remarkable clarity and detail.

The choice of bitrate is equally critical, as it directly influences both the visual quality and the size of the video file. Bitrate refers to the amount of data processed per unit of time, typically measured in kilobits per second (kbps) or megabits per second (Mbps). A higher bitrate translates to more data being processed, resulting in superior video quality with finer details and smoother motion. However, this comes at the cost of larger file sizes, which can lead to longer buffering times and increased storage requirements. Conversely, a lower bitrate will produce smaller file sizes, making videos quicker to download and stream. However, this comes at the expense of reduced video quality, which may manifest as pixelation, blurriness, or artifacting, especially during fast-moving scenes.

Therefore, achieving the ideal balance between bitrate and video quality is a crucial decision that requires careful consideration of the target audience’s internet speeds, the intended viewing devices, and the platform’s limitations. For example, a video intended for mobile viewing on a cellular network might prioritise a lower bitrate to ensure smooth playback. In contrast, a high-definition documentary streamed to a large TV screen would benefit from a higher bitrate to showcase its visual richness. Understanding these dynamics is essential for content creators to effectively cater to their audience and guarantee a seamless and enjoyable viewing experience.

Next week in our Insights Videos Series, we’ll cover how to make your videos more engaging.

The post What Is The Best Format For Exporting My Video For Online Platforms? appeared first on Theory Films.

I’m not talking about just using AI for parts of the production process. Can it fully replace the production process?. The challenge lies in AI’s ability not only to generate visual and auditory elements but also to understand and execute the subtle nuances that make a commercial effective, all from prompts.

Okay, Magnum Opus may be a tad OTT, but that doesn’t change the fact that for two years, I’ve been sitting on my test commercial idea—like an over-caffeinated hen. I’ve developed the concept, scripted, storyboarded, and edited the boards into a fully scored, sound-designed 60-second film. The vision is complete. All that’s left is shooting it.

And that’s where everything comes to a grinding halt.

You see, my test commercial requires a cast of ten people who, rightly, expect to be paid for their time. Add seven locations, the crew, who also expect some form of payment [again, rightly so], SFX makeup that would make a horror director blush, wardrobe, props, and multiple green-screen setups. I’ve even got a scene where our hero comes face-to-face with God. Oh, I forgot, I need a summer shoot, because my exotic locations are, you know, exotic, not a muddy field in winter.

So, unless I win the lottery, I’m resigned to waiting another year, maybe more, until the universe decides otherwise. Then, something truly pathetic happened.

I was putting my third youngest—yes, third—to bed, listening to a trumpet playing crocodile singing the blues (coming from her Tonies box, not actually in the room) and I drifted into that alpha state, that blissful void just before you fall into something called sleep. Something I can only reminisce about since having four kids. Yes, FOUR! Sorry, I digress. Then the delusion hit me: Why not just use AI to make your test commercial? Isn’t AI the answer to everything these days? The solution to world peace, climate change, and finding out how long to cook a whole chicken in an Air Fryer?

I’ve used AI before — obviously for air fryer recipes — but also for making short b-roll clips for the content we produce at Theory Films.

But a whole, coherent, sixty-second film? Where I’m “directing” the “talent”. And, who the hell is going to bring me my oat milk latte? 

“AI is killing the industry and taking jobs from real people,” I hear you say. I agree. AI is a genuine concern, especially given Sora 2’s capabilities. However, we must face the reality that AI is here to stay (at least until a dystopian future where servers are hacked and the internet ceases to exist, which, personally, I wouldn’t mind). I fully intend to create my test commercial for real. Still, this project is a personal and professional undertaking for these cold winter months. Who knows where it will lead and what insights it might offer.

So, here we go. The experiment nobody asked for, but the one Theory Films is now obligated to perform. I am officially attempting to produce and direct this entire, complicated, multi-scene commercial using Google VEO 3. The budget is officially £0. The sanity cost? Incalculable. Why VEO 3, you [didn’t] ask? Because we already pay for a Google account. So, there’s a reason.

I’m blogging the whole damn thing. Every step, every idiotic prompt, every rendering failure that looks like a Dali painting after a bad night. We need to know where the line is between innovation and self-parody, and I am strapping myself in to find out.

If nothing else, it’ll be a fantastic cautionary tale. Stay tuned for the failures—they’re going to be glorious.

The post Why I’m letting AI handle ‘production’ instead of using people. appeared first on Theory Films.

Gain valuable insights into aspects of the production process by watching our helpful videos.

Should I use natural or artificial light for my videos?

When it comes to video production, lighting plays a crucial role in setting the shot’s tone and atmosphere. Understanding the differences between lighting sources is essential for achieving the desired visual aesthetic and ensuring continuity in your final cut. There are two main options to consider: natural lighting or artificial lighting.

Natural lighting has the significant advantage of being cost-effective (free) and readily available. Often referred to as “available light,” it can provide a soft, diffuse, and warm look to your video, making the footage appear more natural and authentic to the viewer. This can be perfect for documentaries, outdoor scenes, or lifestyle videos. However, natural lighting is inherently unpredictable and can change quickly—a passing cloud or the sun’s movement can significantly affect a scene’s look, posing a challenge for video continuity and requiring fast-paced shooting.

On the other hand, artificial lighting, which includes equipment such as LED panels, Fresnel lights, and softboxes, provides much more control over the light source. This control allows filmmakers and videographers to meticulously adjust the light’s intensity, colour temperature, and direction to create specific moods and effects. It can be strategically used to highlight particular areas or subjects in the shot, creating visual interest, depth, and separation from the background. Furthermore, artificial lighting is indispensable for studio shoots or creating a dramatic, high-contrast, intense atmosphere. The trade-off is that professional lighting kits can be expensive, and setting up complex lighting arrangements can be time-consuming, adding to the overall production timeline.

Ultimately, the choice between utilising natural light and employing artificial lighting setups depends heavily on the desired aesthetic of your video, the shooting location, and the time and resources—including budget and crew size—available for the production.

Next week in our Insights Videos Series, we’ll cover the best format for exporting videos for online platforms.

The post Should I Use Natural or Artificial Lighting For My Videos? appeared first on Theory Films.

Gain valuable insights into aspects of the production process by watching our helpful videos.

Crafting visually appealing shots is paramount for creating captivating content that resonates with your audience. To achieve this, a meticulous approach to several key factors is essential, transforming ordinary visuals into extraordinary ones.

1. Embrace Experimentation with Camera Techniques:

• Camera Angles: Don’t be afraid to break free from conventional eye-level shots. Explore high-angle shots to make subjects appear smaller or vulnerable, or low-angle shots to convey power and dominance. Tilting the camera for Dutch angles can introduce a sense of unease or dynamism. Experimenting with worm’s-eye views or bird’s-eye views can offer fresh, unexpected perspectives that immediately grab attention.
• Compositions: The way elements are arranged within your frame significantly impacts visual appeal. Go beyond the rule of thirds and delve into other compositional guidelines. Utilize leading lines to guide the viewer’s eye, incorporate natural frames to draw focus, and explore symmetry or asymmetry to create balance or tension. Understanding negative space and how it contributes to a clean, impactful image is also crucial.
• Lighting Techniques: Lighting is perhaps the most powerful tool for shaping mood and aesthetic. Experiment with natural light, understanding how the time of day and weather affect its quality. Explore artificial lighting setups, from soft, diffused lighting for a gentle feel to harsh, dramatic lighting for emphasis. Learn about backlighting to create silhouettes or rim lighting to highlight outlines. The interplay of shadows and highlights can add depth, dimension, and emotion to your visuals.

2. The Crucial Role of Background Selection:

• Visual Prominence: A well-chosen background ensures your primary subject stands out, preventing it from blending in or being overshadowed by cluttered surroundings. Think about contrast – if your subject is dark, a lighter background will make it pop, and vice-versa.
• Complementary Aesthetics: The background should harmonise with your content, enhancing its message and aesthetic. If your content is vibrant and energetic, a dynamic and colourful background might be appropriate. For more serious or minimalist content, a clean, uncluttered background with subtle textures could be more effective.
• Adding to the Narrative: A background can provide context, tell a story, or evoke a specific emotion. For example, a rustic background might suggest tradition, while a modern, sleek background could imply innovation. Consider how the background contributes to the overall narrative you’re trying to convey.
• Minimising Distractions: A busy or irrelevant background can overwhelm the viewer and detract from your primary focus. Prioritise backgrounds that are either simple and unobtrusive or intentionally contribute to the visual narrative without competing for attention. Techniques like shallow depth of field (bokeh) can effectively blur distracting backgrounds, keeping the focus squarely on your subject.

By consciously paying attention to these details – the innovative use of camera techniques and the thoughtful selection of backgrounds – you can create visuals that are not only inherently appealing but also highly effective in communicating your intended message and leaving a lasting impression on your audience. This holistic approach transforms mere images into powerful visual statements.

Next week in our Insights Videos Series, we’ll cover whether you should use natural or artificial light in your videos.

The post How Can I Make My Shots More Visually Appealing? appeared first on Theory Films.

It might seem like a good idea to cut corners on your video project, but this can often lead to unexpected expenses down the line. This blog post explores why choosing a seemingly inexpensive option for your video production can ultimately cost you more than you bargained for. We’ll delve into the hidden pitfalls of under-investing and demonstrate how a considered approach can save you money and deliver a higher quality result in the long run.

Let’s agree that video is the king of communication. It’s engaging, it tells a story, and it puts a face to your brand. In fact, studies have shown that people are more likely to remember a message when it’s delivered by video. Investors? They love it. Consumers? Eating it up. So why, oh why, do so many businesses insist on spending as little as possible when it comes to producing their video content?

You’ve got a product or service you believe in—so why are you treating your video budget like it’s a trip to a second-hand car auction? This is the digital age; your corporate video is the equivalent of your brand’s first impression. And we all know what they say about first impressions: you don’t get a second!

You see, businesses often have this misconception that shopping for video services is like buying a coffee machine. Yes, there are a lot of competing brands all claiming to make the best latte or espresso. Some are expensive, some are less expensive. But if you go for the cheapest, don’t complain when your much-needed morning coffee tastes like crap. 

We live in a world where everyone is a ‘content creator’ thanks to their fancy smartphones or prosumer video cameras and free editing apps. But cutting corners on quality also means cutting corners on your message. If your audience sees a video that looks like it was shot on a toaster, they won’t just hit skip; they may completely forget about your brand altogether.

You might argue that these days we’re all on a “tight budget”. Ah, that old excuse. I get it. Budgets are essential—especially when you’re in a corporate environment where every penny is scrutinised. But let’s face it, the money you save on a cheap video is going to cost you more in the long run. When potential clients see a hastily thrown-together piece of content, guess what they think? “This company doesn’t care enough to invest in its own message.”

So here’s what I propose: instead of hovering over your video budget like a hawk, take a leap of faith. Commit to a well-produced video. Invest in a team that understands storytelling, branding, and, dare I say, human emotion. Think of it as an investment in your future. After all, that video is not just content; it’s your brand’s narrative, an ambassador for your business out there in the digital wilderness.

When you hold back a few thousand pounds, you’re not making a small saving. You’re essentially telling your audience, “We’re not really serious about this.” Instead, find the right video production company based on its portfolio. Tell them your budget in your initial meeting, and you’ll get a return on that investment that far exceeds your initial outlay. In the end, a professional, high-quality corporate video can pay dividends that an amateur production simply cannot match.

My advice is to invest in your message. After all, what would you say if you found out your £5.40 cup of Costa coffee was just a teaspoon of supermarket brand coffee granules mixed with hot milk? In the world of video production, you absolutely, positively, get what you pay for. And if you skimp, well… good luck explaining that to your shareholders.

The post You Get What You Pay For: The Corporate Video Catastrophe! appeared first on Theory Films.

Gain valuable insights into the pre-production process by watching our helpful video.

Pre-production planning stands as the bedrock of any successful video production. This foundational stage involves a meticulous and comprehensive assessment of every facet of the project, from the initial concept to the final polished product in post-production. It’s a period of intense creative and logistical orchestration, where the blueprint for the entire video is meticulously crafted.

Crucial elements within this stage include:

• Scriptwriting: At the heart of the video, the script outlines the narrative, dialogue, and specific actions. It’s where the story takes shape, conveying the intended message and emotional impact. This phase often involves multiple drafts and collaborative feedback to ensure clarity, coherence, and engagement.
• Storyboard Creation: Translating the script into a visual medium, storyboards are a sequence of drawings or images that depict each shot. They serve as a visual guide for the director and crew, illustrating camera angles, character movements, and scene transitions. This process helps to visualise the flow of the video and identify any potential challenges early on.
• Detailed Budget Preparation: A realistic and thorough budget is paramount. This involves itemising every potential expense, including equipment rental, crew salaries, location fees, permits, catering, and post-production costs. Careful budgeting prevents unexpected financial hurdles and ensures the project remains within its financial parameters.
• Casting: The selection of actors and on-screen talent is vital to bringing the script to life. Casting involves auditions, callbacks, and careful consideration of how each individual fits the characters and the overall tone of the video. The right cast can significantly elevate the production.
• Location Scouting: Identifying and securing appropriate filming locations is another critical task. This involves visiting potential sites, assessing lighting, acoustics, and accessibility, and obtaining necessary permits and permissions. The chosen locations must not only be visually suitable but also practical and conducive to efficient filming.
• Hiring Crew: This involves identifying and engaging the most suitable crew members for your specific project. Different roles require distinct skill sets and may come with specialised equipment. We ensure the right professionals are assembled for your job.

• Sourcing Equipment: Not all shoots are identical, and some may necessitate specialised filming equipment, lighting, wardrobe, or set design. Based on the production requirements, we source any unique equipment that isn’t provided by the crew.

• Researching and Compiling: A musical score is often integral to a video. At this stage, we begin the process of sourcing appropriate music and voiceover artists to present to you before moving into the post-production phase.

Investing significant time and dedicated effort during this pre-production phase is not merely a recommendation; it is an absolute necessity. This comprehensive planning ensures a seamless, efficient, and ultimately successful production process, from the initial conceptualisation through to the final delivery of the video. It mitigates risks, minimises last-minute complications, and allows for greater creative freedom and focus during the actual filming and editing stages.

Next week in our Insights Videos Series, we’ll cover how to make your shots more visually appealing.

The post The Importance of Pre-production in Video Production. appeared first on Theory Films.

Why Clients Need to Disclose Their Budget From The Start

When embarking on your video production journey and engaging with production companies, there’s one fundamental request that, if heeded, will streamline the entire process and lead to a more successful outcome. Are you ready for it? It’s simple, yet often overlooked: Disclose your damn budget! 

All too frequently, when I pose this crucial question of a client’s budget, the response is often, “Can you tell us what it costs?” This seemingly innocuous question creates an immediate roadblock.

For example, imagine walking into a car showroom and asking, “I need a car. What does it cost?” The salesperson wouldn’t simply quote a random figure. Their immediate and logical follow-up would be to ascertain your needs and your budget. They need to see if you need a Ford Kuga or a Land Rover Defender.

Why? Because there’s a significant difference. One vehicle, the Ford Kuga, is perfectly suited for everyday errands, supermarket runs, and comfortable urban driving, likely costing around £25,000. The other, a Land Rover Defender, is designed for a completely different purpose, and a snip at just £150,000.00. Both are vehicles, both cost money, but their price tags and capabilities are vastly different.

The same principle applies directly to your video project. Do we need a three-person crew with a mirrorless camera? Or do we need a crew of ten, specialist lenses and specific set designs? Both scenarios result in a video. Both will “tell your story.” 

What truly irritates me is the often-heard “Oh, we don’t have a budget, we just want to see what it costs to make this video, so please just send us a cost.” Let’s be frank: this is, in most cases, bullshit.

As a company, you operate within a financial framework. You have quarterly reports, meticulously detailed profit and loss statements, and a dedicated accounting department whose primary function is to say “no.”. You know exactly how much money you can allocate to a project. The reluctance to disclose this figure often stems from a desire to gauge the market and identify the cheapest option. While understandable in a climate of tightening purse strings, this approach ultimately hinders the collaborative process. If you’re genuinely committed to choosing the right video production company, empowering them with your budget allows them to tailor a proposal that not only meets your financial parameters but also effectively achieves your strategic goals.

Consider another analogy. You go to an estate agent and ask, “Please show me a three-bedroom property.” The agent, without further information, would be at a loss. Their immediate and sensible question would be, “Okay, a small flat in the centre of town? Or a sprawling farmhouse in the suburbs with a wrap-around garden?” and “What is your BUDGET!”.

Do you see how illogical the initial request is without a budget? The amount of money you have to spend dictates everything: the geographical location of the property, the square footage, the number of bathrooms, and whether you get an indoor pool. Consider producers the estate agents of the video production world.  

Please, let us end this charade. Be upfront and transparent about your budget. Do you have five thousand pounds? Ten? A hundred? Knowing that precise figure enables us to provide you with a realistic and relevant proposal.

It means we can show you the stunning small flat in the centre of town and not waste our time trying to sell you a farmhouse with a wrap-around garden. Or vice versa. Now we can have an honest and open conversation about your video that genuinely aligns with your financials, but also effectively achieves your objectives. This approach bypasses the pointless dance of guessing games, leading directly to a more efficient and satisfying outcome for everyone involved.

Discussing finances isn’t a secret to be guarded; it’s a fundamental aspect of doing business. Come on, people, let’s embrace transparency and talk numbers. It’s the most direct path to creating a great working relationship and us making the video that you needed.

The post Why Your Video Production Company Needs to Know Your Numbers appeared first on Theory Films.

For your video to achieve its objectives, a robust distribution strategy is vital.

It’s surprising how often I speak to new clients who have a “great idea for a promotional video” but no real plan for what to do with it after delivery. They often believe that posting their video to the home-page of their website, LinkedIn, and other social media guarantees thousands of views and an inbox flooded with new inquiries. When this doesn’t happen, and their video only gets a handful of views, they’ll probably blame the video. 

Let me break it down. An enthusiastic client describes their vision: the film will have emotion, a tracking shot, and an exploding cake! And I respond, “Great, let’s blow up a cake, but how are people going to find it and watch it?” The answer is almost always the same: “We’ll post it to LinkedIn and social media.” 

That’s it?!

You see, a great idea only goes so far without a solid distribution strategy, so here’s some advice. Before you engage a video production company, answer a fundamental question: how are we going to actively get this film in front of our target audience? “Actively” is the keyword here. If you plan to toss it like confetti into the online abyss, hoping it will magically sprinkle excitement everywhere, then spoiler alert: it won’t. Algorithms can’t sense your artistic vision.

However, if your answer involves direct sales email marketing, YouTube pre-rolls, or digital advertising, etc, you’ve a far greater chance of achieving a significant return on your investment. Hollywood blockbusters don’t become blockbusters without the studios having a meticulous marketing strategy!

And trust me, your production company will appreciate that you’ve thought about this, as it impacts the film creatively and technically.

Ultimately, video production isn’t just about making great films; it’s about creating a plan to ensure those films provide a significant return on investment. So, dear clients, before you leap into the world of flashy drone shots and endless coffees from artisan coffee shops, take a moment to decide how you’ll share your film once it’s made.

After all, a beautiful video without a plan is like a delicious cake no one gets to eat—just sitting there, growing stale. And nothing screams “missed opportunity” louder than a stale cake!

The post Why Clients Miss the Bigger Picture Beyond the Final Cut. appeared first on Theory Films.

Are major brands increasingly choosing influencers and content creators over traditional video production companies for their video content needs?

It’s 2025, and the world of “video production” isn’t what it used to be. We’ve reached a point where someone dancing to a song no one has ever heard of has been watched more than the EastEnders Christmas Special.

Or a clip of a guy cheating on his wife at a Coldplay concert has more marketing opportunities than the latest Jurassic Park movie. 

The democratisation of video production is a double-edged sword. These days, anyone can pick up their phone and do pretty much anything, believing they can earn a living. But here’s the deal: not everyone can create quality content that connects. Sure, you can throw together a video of you reacting to other people’s crappie home videos, but you won’t be winning any Oscars for that masterpiece…yet! Professional video making is an art, a craft that requires more than just pressing “record”, owning a ringlight and uploading to an App!

And what about good storytelling? Sure, Uncle Bob can film his DIY project, but does he know how to shape a narrative, manage a crew, or develop a compelling arc? Spoiler alert: chances are the answer is unlikely. That’s where we, the professional directors, producers, editors, make-up artists, sound engineers [the list goes on], come in, wielding not just the latest smartphone but an arsenal of knowledge, skills, and a team that can execute a vision. Don’t get me wrong, there are some fantastic, talented creatives out there making great content on their phones, but they really are the minority.

So, is the craft of professional video making dead? In my opinion, absolutely not. Professional video production is like that stubborn houseplant that refuses to die despite everything else going on in your household. We may have wilted, but wait till next season when we come back even stronger to light up the room.

I believe there’s still a thriving market for quality, professionally produced content. Yes, brands are eager to hop on the “influencer train,” but guess what? They still need properly crafted stories that help them connect emotionally with their audience. That’s something your mate with a ring light and a TikTok account can’t always provide.

So, while I admire the entrepreneurial spirit of all the “content creators” out there, the reality is, not every video shot in your bedroom is destined for glory. And when brands need more than just someone shouting a review down the lens of their smartphone, they’ll come looking for the seasoned producers, directors and established production companies who know how to make magic happen.

The post Is Professional Video Dead? (Asking for a Friend) appeared first on Theory Films.