One of the fundamental differences between TV and Cinema is cinema uses big wide shots.Think of Coronation Street with everything shot in The Rovers versus Gladiator, where Ridley Scott says 'Lets build Rome in 3D'. The dilemna for brands is that whereas most of their work shows on small screens of one sort or another, audiences still love wides, associating them with Scale, Stature and Glamour. And be under no illusions, most brands still need that. It's a dilemna compounded when directors (or more accurately their producers) look at your miniscule budget and automatically rule out wides. Of course, they'll never say that, telling you instead that the lack of wides in the treatment was a