Hook
The first second of a short film: what it shows must raise a question before the viewer decides to scroll on.
Why it matters in production
On social media, a film is decided in its first second. We test the hook on its own, before the rest: two or three versions, an image legible at once, sound present from the start. A spoken hook (the voice asks the question) holds less well than a visual one (a child pointing at a plane).
Other names
opening · cold open
