"Establishing shot.
Opening shot or sequence, frequently an exterior 'General View' as an Extreme Long Shot (ELS). Used to set the scene."
http://www.aber.ac.uk/media/Documents/short/gramtv.html

This form of shot is often referred to in film making. It could always be qualified with "atmospheric", as per example below:



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Note added at 4 hrs (2012-08-27 16:57:09 GMT)
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This film review describes the success of an "establishing shot" in creating "atmosphere" relevant to the storyline:

"But at least that establishing shot got my attention. And although it might have confused a casual viewer, it established the humorous atmosphere that transferred well to the first dialogue scene."
http://www.bookofchiaroscuro.com/tag/establishing-shot/

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Note added at 18 hrs (2012-08-28 06:51:05 GMT)
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"The establishing shot evokes John Milton’s “dark satanic mills” and the gusto with which the north of England took to the industrial revolution as we see the mills overshadow the cramped terraces and inhabitants. "
http://cinemaroll.com/action/the-man-in-the-white-suit-film-...