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Play, download and edit the free video Applying sunscreen whilst holding eye contact.

The next film in our 'What is a film?' project.

In this film, we test a form of the Kuleshov Effect (youtube.com/watch?v=_gGl3LJ7vHc), which can be argued is the essence of cinema language, by using shot of person, shot of subject, then back to shot of person to understand their reaction.

In this film, the character's performance changes from interest to disgust, however we never see what they are seeing (therefore not employing the Kuleshov Effect).

By using the title 'Applying sunscreen whilst holding eye contact' though, we still invite an idea of the gross occurrence that she's looking at. Also we invoke that the subject must changes to invoke her reaction. We also understand by her expression how she feels about it.

By literally telling you what she's looking at, it still gives us the same information (as when applying the Kuleshov Effect) by the end. The only difference in the language of this film, compared to one that applies the Kuleshov Effect, is the journey that we as the viewer goes on.

You may note this film is exactly the format of many video memes - a new type of film language only made possible from the internet (perhaps originally born from newspaper comic humour).

As in this film, this type of video meme will generally actually tell you in text what the character is either seeing or experiencing.

Eg: "When your ex calls you 5 times in a row". The video would perhaps just show someone's eyes rolling.

An interesting use of this type of video meme, is that it's viral ability generally depends on how much people wish to be identified by the idea that the video creator has presented, and thus sharing it.

The difference between this type of video meme, and a film, could be argued that:

The 'video meme' is created to be used as a way for the viewer to define their own personality, regardless of the character on screen.

Whereas a 'film', in employing the Kuleshov effect (character, subject of gaze, subject reaction), is using a character to take the audience on a journey, in order to understand the character. (therefore film becomes less of a mirror and more of a window - for those who have coe across this argument before).

Both the film and the video meme employ time (with a beginning, middle, and end), they are both technically a film.

But perhaps in trying to make an effective film (that has a character), it can be argued that the tool of the Kuleshov Effect in some form should be used.

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