Archive for the ‘Final Cut’ category

Avid’s Road Show

May 23, 2007

Avid’s NAB road show event last night, co-hosted by Creative Media Partners at a small sound stage in Hollywood, was well produced and informative but also offered several stark contrasts to Apple’s event last week.

Three technologies were featured: DNxHD 36, Interplay and ScriptSync. All have been discussed on this site before (here and here) so I won’t focus on the technical details. The seminar was only about an hour long and there wasn’t too much time for specifics. The presentation, ably handled by Michael Krulik and Steve Holyhead from Avid Burbank with an assist from Mina Savet of CMP, attempted to show how these technologies might interact in a real-world workflow on the show “Lost.”

The audience was small — less than 60 people. Avid has chosen to partner with its resellers for this demo and the seminar that Keycode gave recently (covered here), but somehow they don’t have the ability to bring out big crowds anymore. Apple got 400 people to the DGA and spent five hours covering new features.

There was lots of equipment on stage: Media Composer Adrenaline on PC, Unity with Interplay, Symphony Nitris. Macintosh systems got scant attention — a Mac Pro setup was available only for people to play with after the demo was completed. Contrast this with Apple’s event that featured nothing but a Quad-core Mac Pro and you begin to see how the companies are differentiating themselves.

Apple is serving independents, editors who would like to do everything in one cutting room at the lowest possible cost. Avid doesn’t want to lose this market but seems mostly focused on big installations: TV stations, newsrooms, reality shows and effects-heavy TV series, where lots of people need to share lots of media. Interplay piggybacks on Unity or Isis and offers them the ability to hand files and sequences back and forth, keep track of versions and tame some of the chaos that such environments inevitably create.

But Interplay doesn’t offer much to an independent feature or even a smaller studio film where a few people work on a single show. It also doesn’t do much in a work environment where sound, visual effects and editing are located miles apart. For that, you’re looking at something like DigiDelivery, Digidesign’s easy-to-use encrypted ftp appliance. And Interplay feels pretty darn geeky to me. You spend most of your time with a Windows-style file browser where the options and choices (and the look and feel) would only appeal to a true nerd. I’ve seen it demoed three times now and I still find the choices intimidating.

Apple is focused on empowering creative individuals. Avid is focused on empowering the workgroup. Avid’s innovations have to do with plumbing, Apple is building tools. DNx36 doesn’t change anything except storage and bandwidth. Don’t get me wrong — we’re going to use it and we’re going to like it. But it doesn’t help you expand creatively. Avid’s script-based editing tools haven’t changed for a decade. What’s new is that your script now gets lined automatically. Again, it’s a plumbing improvement.

The Avid presenters did a good job trying to inspire the crowd, but it’s not easy to get people fired up over plumbing. We saw much the same thing when Meridien was rolled out. The main improvement was better video quality. Over and over again I saw Avid folks gamely trying to convince editors that they should turn in all their current equipment for a small bump in video quality — but four years later people here were still using their old ABVB machines. Adrenaline has seen much the same fate.

DNx36 will probably get a better reception because HD really is better than SD. And that should motivate people to move to Adrenaline. ScriptSync will probably get more people to try out script-based editing. And Interplay will be adopted at many facilities. But Avid has got to start inspiring editors. Final Cut may not work as well for editors and assistants on long-form TV and features, but the 400 people at the DGA represent a tide that is rapidly becoming unstoppable.

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NAB in Hindsight

May 18, 2007

Looking back at Apple’s DGA event and Keycode’s ScriptSync demo (described here and here), I’m starting to get a feeling for what those of you who went to NAB this year must have felt. Avid’s announcements for editors were just eclipsed by Apple’s. Our friends in Tewksbury seem much more focused on asset management and on pleasing big corporate customers than they are on inspiring their original customer base — editors like me.

The non-linear editing revolution has been all about democratizing our technology. Avid was at the forefront of this revolution for years. But at every turn now, it seems, Apple trumps Avid by bringing down the price point for yet another supposedly high-end product and integrating it into the Final Cut environment. Even though many editors will never use Color, they are drawn to what it represents: the destruction of another barrier to entry, the possibility that you can do it all from your spare bedroom.

Apple also continues to innovate in terms of the editing UI. Soundtrack, Motion and Color are chock full of interface improvements, new ways to visualize and manipulate our increasingly complex sequences. From Color’s 3D spectrum display, to Soundtrack’s intuitive panner and contextual toolbar, to Motion’s 3D controls and semi-automatic tracker, the message was that these tools feel responsive and expressive and are fun to use.

Media Composer is a whole lot better right now than it was even a year ago. Without a lot of flash, Avid has been slowly and steadily improving it, and it remains, despite everything we’ve seen from Apple, the best tool for the kind of work I do. ScriptSync and DNX36, though not particularly flashy, are probably going to change my life. Many of the new features in Final Cut Studio, exciting as they are, won’t.

Avid’s new ad, on the back of Post Magazine this month, uses the tagline “Pure Belief.” That’s better than anything I’ve heard from them in a long time. But I sure hope they’re busy working on new features, too. They face the real challenge of re-inventing the Media Composer from the inside out — without damaging the hundreds of subtle enhancements that have been built up over nearly two decades of editor feedback. That won’t be easy.

More than ever, they need to inspire editors with a clear vision of the future.

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Apple’s Post-NAB Roadshow

May 16, 2007

It isn’t news that vision and leadership are the key ingredients in the evolving non-linear editing wars, but it was reinforced at yesterday’s “Final Cut Studio 2 Tour” at the DGA in Hollywood. I didn’t make it to NAB this year, so for me, and apparently for the rest of the audience, this was a chance to get up close and personal with the new announcements. As usual, Apple put on a great show. The presenters, led by Richard Townhill, were smart, engaging, knowledgeable, and though the show was well-rehearsed, it had a folksy quality that was very appealing.

I’m guessing that about 400 people attended — almost all of them men. (By my count there were just 11 women in the room, including two who were translating the event for the deaf.) I didn’t recognize a single editor, which means that there wasn’t much of a presence from features and long-form TV. Most attendees seemed pretty familiar with Final Cut.

The event consisted of a series of demonstrations, and there was so much to show that I often felt that features were glossed over. There was no Q&A at all, and I left with many questions unanswered.

What struck me was how willing Apple is to fundamentally re-envision basic editing features. I’ve been saying this for a long time, but it bears repeating — there is plenty of room for improvement in our tools.

What we didn’t see was much change in FCP itself. I continue to be frustrated by its anemic trim controls and I had hoped to see change in that area this year. No joy.

Details and impressions:

Motion

Motion gained some beautifully integrated 3D capabilities. You can design in a 3D world, and behaviors can be laid out in 3D space. The whole thing seemed well-visualized and wonderfully accessible. Motion also gained a slick, semi-automatic motion tracker, and a very powerful and automatic stabilizer, as well as the ability to paint with vector-based brushes.

You can now create effect templates in Motion and use them in FCP. When you modify the template, every instance of the effect in FCP is automatically updated. This means that it’s possible to create a main title and make global changes to it in a single step. Font changes within motion are also implemented in a new way. Set up your text and drag through a list of fonts and the whole text block instantly updates as you drag through the list.

Because it’s live all the time, and because you never have to look at a keyframe, motion represents a fundamentally new way to create graphics, and a testament to how intuitive and dynamic our tools can be when engineers think outside the box.

Soundtrack Pro

STP gained 5.1 panning and mixing capabilities, which I now want bad. A 5.1 mix can be represented by a single clip in the timeline, complete with 6 little waveforms. Panning couldn’t be easier.

The program also gained the ability to do automatic conforms against picture changes, something we should have had in Avid and Pro Tools long ago. (Without naming names, Townhill made an off-handed quip about how one of their competitors hadn’t been able to integrate its leading applications.) Conforms are done in a unique way, based not on footages or timecodes but on objects. The tool gives you a list of clips that were moved. The list is organized into groups, which helps, but I found myself wondering whether a big conform wouldn’t get totally unwieldy this way.

There was a new tool that helps you quickly spot hard effects (the presenter kept calling them foley) and another that was supposed to help you combine ADR readings. We were told how difficult and time-consuming it is to do this and how revolutionary (“breakthrough” was the word used) the new tools are. I found them moderately interesting, but it ain’t that hard to cut dialog and effects and Apple’s new take on this seemed pretty naive. Nevertheless, I was gratified to see the company, once again, thinking outside the box.

More useful is Soundtrack’s easily applied and very flexible fade controls. Just drag the corner of a clip to add your fade. And Soundtrack now offers a contextual tool menu that appears right under your cursor whenever you need it. Slick.

There’s also a new frequency spectrum tool that seemed much more intuitive than a graphic equalizer. And you can ask the program to mimic the sound qualities of one clip and apply that, as an EQ setting, to another — but it wasn’t very effective in the demo. You can also work on several mixes at once, each based on the same underlying cut tracks.

All changes were said to be non-destructive, and, as before, you can go from FCP to Soundtrack and back again with a couple of mouse clicks. The problem is that what comes back is just an aif file. For picture editors like me that means that we’re stuck using two programs to do basic temp mixing and when we work in our editing application all the stuff we’ve done in STP can’t be modified. Maybe there’s no way around this, but I’d sure like to have some of these capabilities (and the ability to move, cut and paste audio keyframes) in my primary editing application. I don’t want to conform my own changes!

Color

Color is an entirely new and very powerful application, almost too powerful for FCP’s core audience. Maybe it was my imagination, but it seemed like people glazed over a bit during the demo, not because of the demo itself, but because the problems Color is designed to solve just aren’t on the radar of the average FCP user. You can do full, DI style corrections, with eight secondaries per shot, powerful and easy-to-use masking and a beautiful 3D spectrum display. You can easily switch between multiple corrections for a specific shot and you can group shots from the same scene or setup and correct them together. A flowchart-based effect editor allows you to create and use complex “looks.”

Color is almost certainly going to get used for DI work and it will dramatically lower the price of entry into this field. Whether it gets used by editors remains to be seen.

Compressor

There were several changes here, including a nearly three-fold speed increase and the ability to easily link multiple computers together to create informal render farms. You can also chain jobs so that basic time-consuming work is only done once.

Final Cut Pro

As mentioned, Final Cut didn’t change much in terms of UI and editorial capabilities. But we did see some important improvements to the plumbing.

You can now combine resolutions, frame sizes and frame rates in a single timeline and the system will generally do the right thing with it in real time. But I couldn’t quite see how you’d use this in a production environment where you’re planning to conform in another box. How do you deliver a list with multiple frame rates within the same sequence? Apple can offer this because many users will never conform anything, or they’ll conform in FCP itself.

Apple also introduced their ProRes 422 codec, which is more or less analogous to Avid’s DNxHD, allowing you to work with “mastering quality” HD but with lower storage and bandwidth requirements. Aja introduced the IO HD box which allows you to compress to this format in hardware for only $3500. That will give Adrenaline HD some serious competition.

Final Cut will also now deal natively with 4K compressed material from the Red camera. You can load this material and actually cut with it because the codec is wavelet-based and allows you to “peel off” a lower-res version from the full-res file in real time. What the performance will be like remains to be seen. They screened Peter Jackson’s new 12 minute WWI short, shot with a couple of prototype Red cameras. It was impressive, but to my eye it didn’t really look like film. Whether that matters anymore is an open question.

Last Thoughts

Final Cut Studio will be shipping in the next few weeks (the presenters said it would ship by the end of this month, but rumors today say it might happen a bit later). I expect that some of the excitement will get tamped down when people actually get their hands on these applications and see what their limits are.

Hardware needs may be pretty severe. The demo was done on an eight-core Mac Pro with a lot of RAM (“probably 8 gigs”) and a Radeon X1900. Everything looked quite responsive in the demo, and nothing ever needed to be rendered, but I heard one of the presenters say that Color and Motion are dependent on the video card for realtime processes and that you should invest some money there. Everything is supposed to work on an Intel laptop, but what kind of performance you’re going to get remains to be seen.

Richard Townhill claimed that they’ve now got 800,000 users. That’s formidable. Apple is pushing the technology and finding new ways to make our work more intuitive and responsive. I won’t use everything that was shown, but the fact that they are aggressively thinking of new ways to support the creative process was gratifying, to say the least.

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Xpress Pro Exit Stage Left

May 7, 2007

Tell me again — what is Xpress Pro doing for Avid? Sure, when Media Composer meant Adrenaline, Xpress Pro gave Avid something that ran on the desktop. But now that Media Composer can run fine without extra hardware, Xpress just exists to support Media Composer’s high price. That might have looked ingenious to Avid management a year ago, but today it’s wasting resources and confusing editors.

Xpress is nobody’s first choice. The only reason you use it is because it’s cheaper. That breeds a subtle resentment. If you’re familiar with Media Composer, and you do a show with Xpress, you have to go through a week figuring out how to outsmart it and work around its limitations. The fact that you can do this makes you unconsciously lose respect for Avid. If you are a new user, your value proposition is this: either buy the full version of Final Cut, no limits, with all its applications, or get the stripped-down version of Media Composer — for $300 more! What kind of weird motivation makes you buy MC? “Well, it’s used by professionals. I better get it. Even though the pros use the pro version, I’ll be fine with the amateur version.” Nobody thinks that way. You get angry at Avid for its lack of respect for what you do — and you love Apple for liberating you.

But the worst part of this is that Xpress, by its very existence, is sucking resources from Media Composer and weakening Avid’s ability to compete. It requires its own engineers, support staff, testers, its own marketing, packaging, distribution, it’s own part of their website. Somebody has to figure out what features to take out of Media Composer to create Xpress and what features to put into Xpress to make it compete with Final Cut. It’s an impossible proposition.

Collectively, Avid has lots of great engineers — but they work on so many different products that their creativity is dissipated. How many editing applications does the company make? Xpress Pro, Media Composer, Symphony Nitris, DS, Pinnacle, Liquid and Newscutter. Many run on both Mac and PC.

Avid is making a valiant effort to support its margins by keeping the editing world segmented. Apple is breaking down those barriers by offering a Swiss Army Knife at a low price. Long term, Avid cannot win at this game. All the energy involved in differentiating its products is subtracted from the core issue: innovation and leadership. The first and easiest move is to get rid of Xpress — and lower the price of Media Composer.

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Who is the Customer?

April 30, 2007

I don’t know about you but I’m starting to wonder if I’m Avid’s customer anymore. It’s not that I don’t use their products. I do. A lot. But the more I look at Avid’s corporate communications, and what they introduced at NAB, the more I wonder whether they see me that way. If this sounds awfully basic, it is.

Most of the action at Avid in recent years has been on big iron: Unity, Isis, Interplay. On the Media Composer side the only new feature shown this year was ScriptSync. Otherwise, what we got were plumbing improvements — the ability to run DNX 36, for example — and platform changes — porting the Media Composer to Mac Intel. Those things are important, all right, and they’ve helped keep the Media Composer competitive. But they don’t inspire editors. We saw no changes to our aging mixing or title tools, no improvements to the timeline, no changes to the editing feature set at all.

Avid’s tagline used to be “Tools for Storytellers.” Then, as Oliver Peters points out on Avid-L2, it went to “Make, Manage, Move Media.” That says it all.

Avid is playing to their base — to the people who write the big checks. But as I see it, Avid cannot succeed as a general purpose media company if it doesn’t have a best-of-breed editing application at the core of its business, an application that inspires editors and empowers them to do their most creative work.

Do we really think that big producers will force their editors to use Media Composers when the editors tell them they can be more creative and productive with Final Cut or Premiere? Do we really think, long term, that those big customers are going to continue to buy Avid networking and asset management systems when all their workstations are running the other guy’s programs? It just doesn’t make sense.

Avid has a tremendous amount of engineering talent under its collective roof, but it has had a lot of trouble bringing that talent together. DS has some great features (many of which ended up in FCP), Pro Tools has some great features, Media Composer has some great features. Avid just doesn’t seem able to bring all that functionality together in one product.

But they’re going to have to do something. For the moment, they still have the lead: trim mode, matchframe, track patching, syncing dailies, media management — all work far better in Media Composer. And the incremental improvements they’ve made lately have been helpful. But FCP has Sound Track, DVD Studio, Compressor and now, Color. It has a very nice segment mode and the ability to search across bins, and it costs less.

It’s time for Avid to show us what it can do. The company used to be in the business of inspiring editors. It needs to start doing that again.

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Can Avid Still Lead?

April 26, 2007

I’ve spent the last couple of days browsing through some of the post-NAB dialog on Avid-L2, the venerable Avid mail list and discussion group (now located in Yahoo Groups). Many of the people on the list have been active in the Avid community since the beginning, and their responses to this year’s NAB were pretty discouraging. Comments included:

  • “Avid hasn’t really upgraded the toolset in years.”
  • “While the basic edit functions are stable and reliable, the user experience remains lacking.”
  • “Avid is about Interplay and Unity and enterprise level solutions and not about editing systems.”
  • “Apple hasn’t told themselves that there’s no room to grow in the NLE market, and that’s why they steal customers from Avid every day.”
  • “If Avid is serious about staying in the NLE business for the long haul and taking a leadership position, it’s time for it to show editors something — anything — new and innovative.”
  • “I remember when the crowds at NAB around Avid’s booth were so large that security would have to try to clear the aisles. That’s sort of what the Apple booth was like.”
  • “It’s time for Avid to learn to innovate and lead again.”

Personally, I’m not quite so negative. Avid did introduce some new things — ScriptSync comes to mind, along with DNxHD 36. And the importance of a fast, portable Media Composer should not be underestimated. But I am also frustrated by how old and creaky some parts of the application feel.

Some people think that editing tools are now a commodity. I don’t agree. There’s plenty left to do. Here are just a few examples:

  • A Live Interface. I’m tired of being able to do absolutely nothing while video plays, or while exporting a Quicktime, or rendering an effect. A live interface will make everything else seem antiquated.
  • Background Saves. Heck, we had this in the Montage, and Pro Tools has it now.
  • Automatic Version Control. All I do all day is manage versions. The machine should help.
  • Better Mixing Capabilities. We need to be able to cut and paste keyframes and move them in groups. We need to be able to mix with sparse keyframes. We need waveforms that don’t extract a performance penalty. We need 5.1 capabilities and track nesting.
  • A New Titler. The Title Tool is almost 15 years old. It’s been showing it’s age for a decade.
  • Search Across Bins. How long have we been asking for this?
  • Improvements to Segment Mode. FCP is in segment mode all the time. I prefer Avid’s approach most of the time, but with a few improvements it would be possible to have the best of both worlds.

Give us just a few things like this and I wager we’d all get pretty excited again.

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