Story
Say what it is, and for whom, early
Name the category and the audience before the logo, within the first quarter.
Takeaways
- By the end of the turn, about 20 to 25 percent of the runtime.
- In plain words, not a tagline.
- Before the logo, never after it.
- A five-second cold read is the test: can a stranger name the category and the audience?
What it means
A viewer who cannot say what the product is and who it is for after the first quarter of the film stops watching. Clarity comes before the brand: the hook or the turn does it in plain words, and the product name waits for the meet.
In a RasanAI film
The concept check flags a score that reaches the logo without a line that makes the category and the audience clear. A hook such as "Your next deal is in here somewhere" does both at once: a deal, and a person who closes deals.
Origins and sources
RasanAI launch grammar, studied from real launch films. An engine rule, not an academic law.