Multicam “Focus”

[Bill Davis]

[Oliver Peters] “However, I think we are also ready to see more high-profile examples of Premiere, so that will add some counteracting balance.
“

This is just me, but I don’t really think this is the Ford or Chevy deal that some of this implies.

Like it or not, Apple did invest a LOT of effort in the teardown and rebuild. So X is singular.

They’re betting that it’s singularities will eventually appeal to far more people than does the traditional ‘rooted in an A/B roll timeline” approach that the other NLEs still are organized around.

To me the key question, is more about how the world of day to day content creation has changed.

I’m writing this in a Sheraton ballroom waiting for my next executive interview to arrive. During the “activity” period I just was asked to cover, (not on my original shot sheet) I had a traditional video camera, and a DSLR set up to grab content. The actual best coverage of the contemporaneous scene unfolding in real time, however, came from my wife’s iPhone 6+. She had position, and the sensor in that wasn’t anywhere near as bothered by the crappy ballroom lighting. She got the money shots.

10 minutes after the gig, her footage got into X FIRST. Then the video camera, then the DSLR.

In the real world, you often can’t wait for the crew to finish rigging stuff. You go when you need to go. X fits into this new reality perfectly.

Get the job done. As well as possible. Now.

It’s ONE mode that you can make really good money with today. Not the only one. But one.

Know how to light and rig and perfect and focus – and know when to dump it all and follow the advice of one of my first and best clients. “Why meet when we can shoot?”

Not always. But sometimes for sure.

FWIW.

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