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PremiumBeat: With Premiere Pro and FCPX on the Rise, Where Did Avid Go Wrong?
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[Andrew Kimery] “If Apple released FCP8 (retooled with new features such as 64-bit, GPU acceleration, redone multicam, background processing, etc., basically X but with a familiar GUI) then I doubt anyone gives PPro the time of day and Avid’s market share keeps getting eroded.”
I can see your point. But that would still keep 8/X as basically a tracked-based editor destined to be pretty much the same as the other to A’s. Apple did not want to play that game.
Perhaps Premiere is not where it is today, but you have to figure that long range development plans would’ve had Premiere getting to be a more equal part of the CS and now CC family. But, as you noted, the intro debacle of X and execution of 7 certainly helped and was a fortunate timing coincidence.
Scott Witthaus
Senior Editor/Post Production Supervisor
1708 Inc./Editorial
Professor, VCU Brandcenter -
[Tim Wilson] “So let’s ask the question, what did APPLE do wrong that has allowed Adobe Premiere to gain a foothold so quickly?”
Apple made the decision to streamline the editing process for non-fulltime editors.
When you look at Adobe’s latest video the talk about how you can mix audio like an experience audio mixer.
Who are they speaking to with that line? Yes, less experienced editors. They are doing the same thing now.
What Apple did “wrong” was they were the first to do it (as Scott pointed out they could afford to do it)
What Adobe did right was copy the tools that X has that people like and keep the old structure.
In fairness Adobe has come up with some really nice tools themselves and they have a very solid product, but they have to now. Gotta justify the extra money they are charging you.
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ACtually, Avid only decided to develop for the PC because Apple reduced the amount of PCI slots on their Macs. It went from 5 or 6 to 3. With a dedicated video I/O, 3D card, audio card and storage controller (SCSI cards) Avid was in a difficult position. A 3rd party solution, Magma PCI expansion, allowed Avid continued support for Macs but with additional cost. Remember there was no firewire, Thunderbolt or any other high speed bus technology that can be utilized as an alternative.
And not knowing what the next iteration of the Mac was going to be, Avid decided to protect their future by developing on the PC. Which in turn Apple decided to purchase Key Grip.
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[Neil Goodman] “Custom frame sizes up to 8192×8192 since v8.4.”
Oh wow… already?? ;-D
Thanks for the heads up. My bad then. Don’t follow all the intricate details of their incremental updates. Especially since we just killed Avid at two schools and that being one of the top reasons why. Bummers. About 6 months too slow. (actually more like six years, but who’s counting :D) Cheers.
– RK
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Deutsch? Hier gibt es ein umfassendes FCP X Training für dich! -
Missing the point on what makes Avid great. Not that it’s glamorous, high-end Hollywood, or that it was and has been the choice of broadcast, cable, even the Olympics. But that it’s outdated architecture remains for one simple reason: speed.
Avid was initially designed by editors who knew the all the ins and outs of creating content for deadlines. That’s the key. PPro was adapted from Photoshop which is a graphic design program having little to do with the rigors of producing film and TV on time.
I’ve used PPro. It’s not bad, just slow. If you are in a market that doesn’t require fast production, like corporate video, PPro is fine. You can even make your deadline with it.
One time I used Premiere for a five camera concert performance. No multi-cam at that point. Just stack up the the cameras on separate tracks and carve out the stuff you don’t want. Did a whole one hour show, including cutting the commercials and band interviews in a week and a 1/2. Met the deadline.
The difference is that with Avid, probably I wouldn’t have needed to work any 24hour shifts to finish on time. Yes just live in the editing room. Say goodbye to friends and family. Get your meals at 7 Eleven.
And here’s why. That ancient architecture is amazing for high-speed editing. How is that?
Simple. Almost every function in Avid can be mapped to single keys. If you watch seasoned Avid movie editors, they are just rapidly typing on the keyboard, like typing a document. You can go as fast as your typing speed allows. Very little reliance on the mouse, which cuts your time down. Multiple key strokes for single functions that are common in PPro will slow you down as well.
As for ScrptSync not being available on MC 8? I just never upgraded to 8 so I could keep using it. For those unfamiliar with it. You just import the text of a script, the program matches the footage with the text and you’re ready to go. The director comes in and says, “In scene 82, Joe says “Get going.” Show me all the takes of that line.” It’s easy and super fast. Maybe the director or you don’t remember where Joe says that line. Also easy and fast. You just type in the line in PhraseFind and there you have all the clips associated with it, even the off-camera takes.
Here’s an excerpt from the Premiere cut I did on the 5 camera shoot: https://youtu.be/DnzT5KU-hV4Some contents or functionalities here are not available due to your cookie preferences!This happens because the functionality/content marked as “Google Youtube” uses cookies that you choosed to keep disabled. In order to view this content or use this functionality, please enable cookies: click here to open your cookie preferences.
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