VIA goes entrepreneurial

The crew at VIA Studios Global is thinking. Gathered around a small set - a table upon which sits a delectable-looking turkey sandwich and a bowl of green apples - the art directors and camera . team can't decide which shot best shows this culinary delight to its greatest advantage. The apples are moved about, the sandwich plate is turned by degrees, the camera zooms in and pulls back.

In this case, the meticulous attention to detail was being provided to Weis Markets for "webisodes" teaching shoppers how to prepare nutritious meals. However, VIA Studios Global, the "entrepreneurial" arm of WVIA, has shot webisodes for everyone from international companies, like Kraft Foods and to local firms, like Benco Dental.

VIA (pronounced 'vee-ah, not V-I-A') Global is "a little gem," according to producer, Robert May of SenArt Films. The New York City firm has produced such quality films as Errol Morris' Oscar-winning film, "The Fog of War: Eleven Lessons from the Life of Robert S. McNamara" and the critically acclaimed, "Stevie." Mr. May said he is delighted to receive New York City quality at northeastern Pennsylvania prices from VIA.

To VIA's executive producer, Tom Curra, this is the crux of the studio's value proposition. He said VIA will give the same "high level look" it gives to Mr. May's projects to any NEPA business that wants to create videos or "webisodes" to promote itself, enhance its Internet presence or communicate with employees and customers.

Costs for VIA's services are anything but Manhattan-like. VIA does not charge by the time it takes to produce the finished product. Rather, its prices are based on the length of the finished content. Pricing begins here, not with an hourly rate.

A case in point is Weis Markets. The supermarket chain features video on its Web site, starring one of its registered dieticians, Karen Buch. On the day the "turkey, cheddar and tart apple sandwich" was filmed, VIA's production crew, consisting of Mr. Curra; Ben Payavis II, production manager/director; Chris Fry, lighting director; Neil Prisco, technical director/editor; and Chris Zellers, editor, was first unhappy with Ms. Buch's blouse. It contained tiny sequins that looked great under normal light, but garish in the harsh light of the set.

After she was sent to change, the crew turned its attention to the still shot of the sandwich. Everything in that shot was carefully analyzed. Weis brought a small truckload of props to the shoot - everything from china to mixing bowls to the food ingredients themselves. After the crew and the team from Weis selected which props to use, the recipes were actually cooked in the studio. Delicious scents wafted about as the team hunkered down around the sandwich.

Doug Cook, VIA's vice president of marketing and special events, said this painstaking attention to detail is something the studio provides to every customer. If you have a hair out of place, if your clothing looks rumpled or the light isn't flattering, the crew at VIA is going to notice and fix it. "Our attention to detail and client satisfaction come first," said Mr. Cook. "This really is priority No. 1."

Ms. Buch at last emerged, now clad in a soft green blouse that looked just fine under the lights. She took her place on the set - a small replica of a modern family kitchen. Several times she ran through her lines - there is no teleprompter - and the actions she was to perform, in this case, picking up half the sandwich and taking a bite. Then everyone was ready. The fastidious process yielded 2 minutes and 48 seconds of high quality video.

Mr. May, who had been visiting with Mr. Curra, nodded his approval. "It's state-of-the-art stuff," he said.