Scott Witthaus
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Apple Final Cut Pro X Coins
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COW Coins
Forum Replies Created
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[Oliver Peters] ” Directors usually don’t dictate NLEs. “
It’s advertising! Bend the truth a bit. A director picking your product is much more sexy than some production company. 😉
Scott Witthaus
Senior Editor/Post Production Supervisor
1708 Inc./Editorial
Professor, VCU Brandcenter -
Maybe Apple will buy Media Composer and then kill it.
Kidding, just kidding….
Scott Witthaus
Senior Editor/Post Production Supervisor
1708 Inc./Editorial
Professor, VCU Brandcenter -
[Andrew Kimery] “Adobe looks to be someplace in between Apple and Avid in terms of dependence on the creative sphere for revenue.”
I think this is what I was saying.
[Andrew Kimery] “AFAIK Adobe is split into three main silos; Creative Cloud, Marketing Cloud and Document Cloud.”
I met with 2 Adobe reps today, one of whom I met with in San Diego at the Max conference. We had an interesting conversation around how the CC has gotten so huge, it’s hard to show value of every piece to a potential client (they want to sell a site license to our university). I talked to them about the challenge of selling the the cloud package to schools as different as the School of the Arts and the Nursing School, for example. Perhaps Adobe should break the cloud up into “cloud-lets”: Adobe Social Cloud, Adobe Motion Cloud, Adobe Image Cloud, etc.
[Andrew Kimery] “FCP’s “In Action” page is populated with movies,”
Perhaps, but I see more problem solving on Apple’s In Action page than Avid’s marketing (but I am biased towards this as a one man shop). Problem: I don’t like cluttered interfaces. Solution: The first thing I noticed was how clean the interface is in FCPX 10.3. Oh, and I cut Audi branded content on it too.
Whereas Avid seems to be “when the **insert big name director here** came to cut their new film ‘Martian 2: On to Venus’, they of course chose Media Composer, because all the great films are cut on Media Composer… 90% of all the Academy Award films are cut on Media Composer”. Yeah, so how does that help me here in Sheboygan? I want an uncluttered interface. “Did we mention 90% of all the Academy Award films are cut on Media Composer?”. Doesn’t solve my problem.
But I can see your point. And I am being sarcastic. I still have a few shares of Avid stock…
[Andrew Kimery] “I’m sure they wouldn’t just start listing off names of movies and TV shows that used their NLE.”
I was agreeing with Shane here on the point that many editors might choose a system because some big film was cut on it. Wrong way to do things.
Scott Witthaus
Senior Editor/Post Production Supervisor
1708 Inc./Editorial
Professor, VCU Brandcenter -
[Herb Sevush] “But nowhere is there a premium for merely doing it differently.”
But if ‘different’ makes one faster and more efficient, then there is a premium.
Scott Witthaus
Senior Editor/Post Production Supervisor
1708 Inc./Editorial
Professor, VCU Brandcenter -
[Shane Ross] “Avid burned us too, and it’s taken us a LOT to trust them again, but they have earned it, and continue to earn it. “
DS, Symphony, Xpress, Pinnacle, Script Sync, Phrase Find (I think they might be back, however)……and with the company bleeding money, giving very sketchy financial statements, laying off people while giving huge bonuses to top execs, I’m not sure I would trust such a company. At least Apple cut Tim Cook’s salary when they didn’t hit sales projections (however ceremonial that might have been). Avid gives out bonuses.
However, MC is a great product for your market, so where else do you go?
Scott Witthaus
Senior Editor/Post Production Supervisor
1708 Inc./Editorial
Professor, VCU Brandcenter -
[Herb Sevush] ” the EMC2 was the first modern digital NLE and came out a few months before”
Now THAT brings back memories. I clearly remember the optical drives that the media was stored on….ugh.
Scott Witthaus
Senior Editor/Post Production Supervisor
1708 Inc./Editorial
Professor, VCU Brandcenter -
[Shane Ross] “EVERY ASPECT OF PRODUCTION AND POST IS NICHE!
“OK, let’s go up a bit more. You can very roughly divide visual storytelling workflows between broadcast (or screened) and non-broadcast, correct? Of course, those line are blurring too. And one might assume that the non-broadcast market is far larger than the broadcast market (in terms of number of editors and systems)? If true, broadcast is a niche in the global visual storytelling market. Agreed? So, from a business standpoint, it made sense for Apple to try and capture the non-broadcast market (first) with FCPX. With recent releases, however, Apple seems to want to move into that broadcast niche.
More to the point, I don’t think Apple gave a shit about old editors like me doing commercial (broadcast) work 5 years ago at the X release (and seemingly confirmed that with the bungled release and EOL of Legacy). Capture the new editors with a totally new workflow (“damn, FCPX looks like the free iMovie I have on my computer”) and grow with that group. Sooner or later, they will be in all niches of visual storytelling. Not being a company that needs to sell NLE software to survive, Apple had the option to make such a radical change (the good and bad of that are still debated). Long term strategy while iPhones fund the company. Avid can’t do that, and Adobe would have a very difficult time trying this. Of course commitment by Apple is another issue…
[Shane Ross] “Yet interestingly, people who don’t cut film/TV always ask “what NLE is used to cut film and TV…I want to use that!” I”
Avid has used this “aspirational” marketing strategy for years and one only needs to look at stock price to see how well that has done for them. It’s not a smart strategy and certainly not a smart way to choose an NLE.
[Shane Ross] “Instead, they should ask, “hey, what’s the best NLE for cutting what I’m cutting?””
Exactly. What product solves the problem you have. For me, the solution is not the fact that some movie or doc was cut on a Media Composer. But pose the product as a solution (“I need to have multiple editors cutting in various locations and need to be able to output multiple formats for different screens and regions, etc. . What system solves this problem…”) and then you can more easily sell it.
Just my humble opine.
Scott Witthaus
Senior Editor/Post Production Supervisor
1708 Inc./Editorial
Professor, VCU Brandcenter -
[Shane Ross] “THAT is how interested Apple is in our market…”
Shane, would you agree that film and tv editing could be considered a niche market? High profile, but niche?
Scott Witthaus
Senior Editor/Post Production Supervisor
1708 Inc./Editorial
Professor, VCU Brandcenter -
All due respect Rohan, but isn’t this blog post about 3 years too late? And my personal observation was that Premiere benefitted the most from the FCPX intro-debacle, not Avid.
Anyway, thanks for sharing. You can scroll back through the history of this forum for LOTS of opinions about FCPX! 🙂
Scott Witthaus
Senior Editor/Post Production Supervisor
1708 Inc./Editorial
Professor, VCU Brandcenter -
Can’t you just “Save Current Frame” under the Share menu and go the the settings and select PNG?
Scott Witthaus
Senior Editor/Post Production Supervisor
1708 Inc./Editorial
Professor, VCU Brandcenter