From 30 October to 2 November, shutterbugs, cinephiles and photographic pros
flock to the Coca-Cola Dome in Johannesburg to indulge in the latest industry tech
and trends.
The Photo and Film Expo is more than just an exhibition of filmmaking and
photographic equipment – though with over 400 related brands on show, the spread
is enough to get any gear head’s fingers itching. Now in its sixth year, the event has
grown to be a valuable and informative hub for those wanting insights and a
competitive edge in a fast advancing industry. The expo offers attendees free
access to over 120 unique presentations, which are aimed at empowering
photographers of any skill level with the creative and practical tools they need to
take that next step, or snap, forward.
Through-the-lense learning
According to expo organiser Matt Raven, workshops cover everything from planning
and setting up a shoot, right through to different photographic genres and editing
processes, and as there is such a wide range of presentations being held
simultaneously, visitors are able to hand pick the topics which suit them personally.
“The punchy 45-minute sessions are designed to cater to photographers of all skill
levels – even if you currently only snap a few shots on your cellphone you will
benefit from the wealth of information our speakers are able to impart. Most
sessions (unless stated particularly in the description) are broad based and light
hearted, intended to inspire and teach at the same time.’
Presenters are made up of top South African talent as well as some seasoned
imports from abroad including Israeli photographer and philosopher Pierre Poulain,
UK advertising and editorial photographer Bruce Smith, and UK photographer and
trainer Andrew Appleton.
One workshop titled “Shocking Portraits’ features a number of well-known stars who
courageously forego the stereotypical celeb shoot environment for a worthy cause.
Instead of presenting the camera with a perfect pose they are to be shocked by a
stun gun in front of high speed cameras and flash systems. Over and above the
unique still and video footage which the shoot is expected to produce, the initiative
raises money which goes to charity.
Raven adds that there are also a number of appealing workshops for filmmakers,
covering topics which range “from the challenges of filming on location to shooting
styles and even the editing processes. Adobe is also giving dedicated feature
sessions discussing their new software abilities for filmmakers.’
A close-up on the cutting edge
The photographic realm is a constantly evolving landscape and with the emergence
of new technology, capabilities in this medium have exploded. In recent times it has
become paramount for creatives and professionals to keep abreast of the latest
tools and trends shaping the industry.
Raven comments, “This year the focus is on products that are usually unavailable
(or have limited availability) in general photographic stores,’ and explains that
although photography is the expo’s primary focus, spin-off industries such as
filmmaking, beauty, styling, advertising, training and safari venues have a place at
the event as well. Among the many engaging spaces featuring on the expo floor is a
beauty area, underwater area and places dedicated to live product demos where
attendees can experience a variety of products, be it a quadcopter or studio shoot-
out demonstrations.
According to Raven, a number of participating brands are offering products which
align with global trends, including photography designed to summon a sense of
nostalgia and filming which brings the viewer incredibly close to real-life
experiences. Raven says, “There is a major trend toward retro styling, with
cameras and accessories being styled to appear vintage. Additionally the
filmmaking abilities of high end SLR and action cameras have been increased
dramatically, with high frame rates, improved low light capability and super
resolutions being the primary selling points.’
Worth a shot
A feast of gadget giveaways, prizes and skill-advancing opportunities is a Photo and
Film Expo norm and this year is no different.
“As per the last five events we are once again offering a massive lucky draw prize
available to an attendee of the event. This is a massive bundle prize consisting of a
camera, tripod, backdrop system, software, training manuals and courses, carry
cases, memory card, editing tablet and more,’ says Raven.
In addition, other large contests are being run at the event and on the Photo and
Film Expo’s social networks. Individual brand contests are running from exhibitors’
stands, plenty of spot prizes are to be handed out, at least 10 main competition
draws are set to take place at Sunday’s prize-giving and, by completing the expo
survey at www.photosurvey.co.za, visitors have the opportunity to win an extra
bundled prize.
Raven adds, “There will be a “Selfie Contest’ this year that is open to private
colleges, public varsities and technikons as well as those who are studying privately
or are self-taught. The contest will demand creativity from attendees and can be
entered by visitors of all skill levels.’
The event runs from 09h00 to 18h00 on each day and tickets can be purchased at
the door or online from webtickets.co.za. If purchased online, tickets are priced at
R200 for a four-day weekend pass and R80 for an adult’s one-day pass (R40 for
pensioners and under 16’s). If purchased at the door, tickets cost R100 for an
adult’s one-day pass (R50 for pensioners and under 16’s).
Visit the Photo and Film Expo website at www.photofilmexpo.com for more
information.
