Open Forum

Hi All,
We're considering showing a documentary video called Pollinators Under Pressure - And How to Protect Them in our traveling exhibit Amazing Pollinators. The running time is just under 15 minutes. Is this too long to expect visitors to sit and watch? We would show it in a room with benches.

------------------------------
Kelly Fernandi
President/Creative Director
Minotaur Mazes
Seattle WA
------------------------------

Hi Kelly,
Glad to hear there will be benches!
I seem to remember some kind of study done where the maximum people would sit for a video in an exhibit - with or without benches - is 3 minutes. That said, I've also seen videos that are longer - up to 8 minutes - especially for a complicated topic or story. Not sure though that people stayed for the whole time to view it.

If you could cut the video down, I think that might be better - you get the point across and more people would stay to see it. Is there a clip that's relevant that could be shown? Is the video available widely so audiences could get it themselves as part of accompanying resource materials?

Whatever length you do, I think it's best practice to create signage that indicates the length of the video, so people know what to expect. 

Good luck!
Claudia

------------------------------
Claudia Ocello
President & CEO
Museum Partners Consulting, LLC
Maplewood NJ
------------------------------

Original Message:
Sent: 08-05-2022 10:25 AM
From: Kelly Fernandi
Subject: Video length

Hi All,
We're considering showing a documentary video called Pollinators Under Pressure - And How to Protect Them in our traveling exhibit Amazing Pollinators. The running time is just under 15 minutes. Is this too long to expect visitors to sit and watch? We would show it in a room with benches.

------------------------------
Kelly Fernandi
President/Creative Director
Minotaur Mazes
Seattle WA
------------------------------

Generally in an exhibit we're taking you on a journey.  A video has a similar story arc.  It might be possible to cut several 1-2 minute segments from a longer piece and disperse them throughout an exhibit at the appropriate point for the story arc.  I did a quick preview of the video you referenced on YouTube, and it seems like a piece that could be cut drastically shorter without losing much content.

I tend to agree with Claudia, 3 minutes is about the max in a museum setting without a theatre with closing doors.

------------------------------
Mike Watson
San Diego History Center
San Diego CA
------------------------------

Original Message:
Sent: 08-05-2022 10:25 AM
From: Kelly Fernandi
Subject: Video length

Hi All,
We're considering showing a documentary video called Pollinators Under Pressure - And How to Protect Them in our traveling exhibit Amazing Pollinators. The running time is just under 15 minutes. Is this too long to expect visitors to sit and watch? We would show it in a room with benches.

------------------------------
Kelly Fernandi
President/Creative Director
Minotaur Mazes
Seattle WA
------------------------------

We've seen people sit and watch videos that lasted more than half an hour. If the people aren't interested, they'll move on. We use a large screen tv that has the video on a flash drive, set to loop continuously. The visitors appreciate a sign stating the length of the video, it lets them know how long to expect the video to last.

------------------------------
Sherry Best
Collection Curator
Alice C. Sabatini Gallery - Topeka & Shawnee Co. Public Library
Topeka KS
------------------------------

Original Message:
Sent: 08-05-2022 10:25 AM
From: Kelly Fernandi
Subject: Video length

Hi All,
We're considering showing a documentary video called Pollinators Under Pressure - And How to Protect Them in our traveling exhibit Amazing Pollinators. The running time is just under 15 minutes. Is this too long to expect visitors to sit and watch? We would show it in a room with benches.

------------------------------
Kelly Fernandi
President/Creative Director
Minotaur Mazes
Seattle WA
------------------------------

Short answer, No, if it's a good program and relevant. I am very careful about generalizing appropriate video length. As noted in the thread, it depends on many factors. The subject and nature of the exhibit, where it appears in the exhibit flow, the visitor demographic, the environment provided for viewing, the uniqueness of the program, and so on. The "3 minutes" guidance is more about visitor comfort than visitor attention span. If a program is longer than 3 minutes then standing becomes a barrier to viewing, even if the program is compelling. Visitor attention in a "theater" is more about the design and quality of the program itself. If you can entice a visitor to sit, they will generally still as long as you hold their interest (or their families). In a museum, that limit tends to be somewhere in the 10-20 minute range depending on many factors.

If the program is unique, appropriate, relevant, and interesting, and you provide a comfortable environment for viewing, visitors will watch a longer program. Fifteen minutes is not unusual for a featured program in a controlled environment, particularly at the beginning or end of a short exhibit, or the middle of a long one. It's not uncommon in large exhibits to have 20-minute opening and/or closing theaters. Should it be shorter? The answer is usually, yes. I have shortened many, many programs. But it's not easy to shorten a program without breaking it.

The real question for you is whether the program provides potential value to the visitor, in the context of your exhibit. If the answer is yes, then the next question is whether showing the full program is the most cost-effective method for delivering this value. In your case, a traveling exhibit, you also have to consider whether this would be appropriate and desirable for your target venues. In general, a unique featured video is a good selling point.

Cheers,
                 tod


------------------------------
Tod Hopkins
Technical Director
Hillmann & Carr Inc.
Washington DC
------------------------------

Original Message:
Sent: 08-05-2022 10:25 AM
From: Kelly Fernandi
Subject: Video length

Hi All,
We're considering showing a documentary video called Pollinators Under Pressure - And How to Protect Them in our traveling exhibit Amazing Pollinators. The running time is just under 15 minutes. Is this too long to expect visitors to sit and watch? We would show it in a room with benches.

------------------------------
Kelly Fernandi
President/Creative Director
Minotaur Mazes
Seattle WA
------------------------------

Original Message:
Sent: 8/10/2022 10:05:00 AM
From: Tod Hopkins
Subject: RE: Video length

Short answer, No, if it's a good program and relevant. I am very careful about generalizing appropriate video length. As noted in the thread, it depends on many factors. The subject and nature of the exhibit, where it appears in the exhibit flow, the visitor demographic, the environment provided for viewing, the uniqueness of the program, and so on. The "3 minutes" guidance is more about visitor comfort than visitor attention span. If a program is longer than 3 minutes then standing becomes a barrier to viewing, even if the program is compelling. Visitor attention in a "theater" is more about the design and quality of the program itself. If you can entice a visitor to sit, they will generally still as long as you hold their interest (or their families). In a museum, that limit tends to be somewhere in the 10-20 minute range depending on many factors.

If the program is unique, appropriate, relevant, and interesting, and you provide a comfortable environment for viewing, visitors will watch a longer program. Fifteen minutes is not unusual for a featured program in a controlled environment, particularly at the beginning or end of a short exhibit, or the middle of a long one. It's not uncommon in large exhibits to have 20-minute opening and/or closing theaters. Should it be shorter? The answer is usually, yes. I have shortened many, many programs. But it's not easy to shorten a program without breaking it.

The real question for you is whether the program provides potential value to the visitor, in the context of your exhibit. If the answer is yes, then the next question is whether showing the full program is the most cost-effective method for delivering this value. In your case, a traveling exhibit, you also have to consider whether this would be appropriate and desirable for your target venues. In general, a unique featured video is a good selling point.

Cheers,
                 tod


------------------------------
Tod Hopkins
Technical Director
Hillmann & Carr Inc.
Washington DC
------------------------------

Original Message:
Sent: 08-05-2022 10:25 AM
From: Kelly Fernandi
Subject: Video length

Hi All,
We're considering showing a documentary video called Pollinators Under Pressure - And How to Protect Them in our traveling exhibit Amazing Pollinators. The running time is just under 15 minutes. Is this too long to expect visitors to sit and watch? We would show it in a room with benches.

------------------------------
Kelly Fernandi
President/Creative Director
Minotaur Mazes
Seattle WA
------------------------------