FCP or QT export to H.264 (best method)

I can't get the same low file size high quality results as I see in the QT movies on the QT site, or the Apple ads, or the Hollywood movie clips.
I'm exporting from FCP 5.xx
or from Quicktime 7.xx
or from Compressor (latest version)
I use the same intial settings as I see in the Apple ads Hollywood movies. But get much higher file sizes. What is the trick to getting the same quality and small file size I see in the QT and Apple ads?
Holding my breath,
Ben

I use the same intial settings as I see in the Apple ads Hollywood movies. But get much higher file sizes. What is the trick to getting the same quality and small file size I see in the QT and Apple ads?
Many factors are involved here. Try reading the following document which covers many of the elementary basics.
http://www.apple.com/quicktime/tutorials/h264.html
Once you master these techniques, you can then move on to more advanced strategies which optimize encoding based on changes in the actual scene content (e.g., complexity of motion vectors, lighting, application of editing effects/filters, etc.) and manually keyed into the project by the user. Afraid others would have to help you here as this is beyond my current level of expertise.

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