Have you ever seen a company advertisement that feels like a cinematic experience... I'm willing to bet that you have. It's pretty common place now a days to see high budget commercials from all leaders of every industry. This is the difference between corporate video and film... and when they collide.
The origin of this hybrid video approach is debatable, but it is obvious that the trend started to gain some steam after Tony Scott made it a standard in the 1980's. For decades, directors have been hired by fortune five hundred companies to produce commercials that resemble the look and feel of high dollar cinema. It seems to refine and polish the image of a company and raises the bar for their competitors at the same time. More recently, you have seen a lot of slow motion technique being used in big budget commercials and clever CGI tricks as well.
These are just elements that help to make it appear more cinematic in the hopes that you forget that it IS an advertisement and that you get sucked right in. That's the point, to make forget about the fact that... at the end of the day, it's just someone trying to sell you something.
But the road goes both ways here... Films have always been funded by corporate companies with larger agendas. In most movies, even low-budget, you will see an abundance of product placement or lifestyles being sold subliminally, which is actually a cleverly disguised commercial placed seamlessly in between or in the middle of a scene. Most people right it off as reality driven or the film trying to appear realistic, but this is not true. There has been plenty of comedy flicks in the past that poke fun and mock the product placement involved in the movie by blatantly calling the audiences attention to the product placement and purposely disrupting the flow of the movie. For most directors or producers, it is not an option. The financing behind a film decides how much or what product placement will be involved with the production.
In todays world, the lines between movies and commercials are starting to become blurred. Though there are plenty of bodies of work that have a distinct side of the line that they lie on, the majority of movies and commercials are trying to sell you something and hide it.
The necessity for disguise is really when corporate video and film collide. Take a glimpse of this high budgeted 2014 Toyota Corolla TV Commercial for a great over the top example.