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Dumb NAB PR

Ok, it's NAB time and I've been receiving quite a few of those "MUST SEE" emails touting everything from Apple to Avid to everything in between. Today I received what has to be the dumbest PR I've ever gotten from someone who teaches Avid. I'm guessing this person doubles as a Porn Spammer on the side because it has all the qualities of the endless junk email I receive. Well, here, you can judge for yourself.

I guess Avid is going all out this year to woo Final Cut Pro users, I wonder what the "private session" will be like. Swedish massage? Body oils? Lap Dance? Ladies and Gentlemen, I give you my Numero Uno for worst NAB PR, and the award goes to Avid!



Posted by: walter biscardi on Mar 30, 2007 at 2:55:54 pmComments (18) avid, television, apple, nab, technology, final cut pro

Comments

never forget that the
by walter biscardi

never forget that the booths, including apple's, are for civilians. lots of 'em. avid has never ever been about reaching lots of people. they can afford the biggest booth downstairs (yes, bigger than apple) year after year because they're reaching exactly who they want....and you won't find more than a handful of them in the booth.

Actually, if you look at the floor plans and sizing, Apple's booth was bigger than Avid's this year, if you want to get technical about it.  

Also, I know some resellers who sell both Apple and Avid products who attended both the Apple and Avid resellers events this year.  Apple's was of course full of the promise of Final Cut Studio 2.  Avid's was full of "please don't leave the platform."  So I'm not sure Avid is still reaching exactly who they want to reach any longer and certainly ads like the one above do nothing to endear them to people like me.  

With the release of Final Cut Studio 2 I suddenly will have three very powerful color correction stations instead of one and the AJA Kona 3 makes working in 2K so easy that we're going to move into the Digital Intermediate arena by simply upgrading our hard drives.  Avid's reign at the top of the food chain is definitely coming to a close, not only by Apple but also by Adobe's impressive Creative Suite 3.  That was an incredible one-two punch in Vegas this year.

maybe it did
by David Walker
fwiw, the ad was to invite people out of the booth for private showings. so maybe it really did work.

never forget that the booths, including apple's, are for civilians. lots of 'em. avid has never ever been about reaching lots of people. they can afford the biggest booth downstairs (yes, bigger than apple) year after year because they're reaching exactly who they want....and you won't find more than a handful of them in the booth.

true for pretty much everyone at the show now that i think about it. yeah, yeah, everybody loves you, but if you're there to talk about a deal for 100 seats, they love you 100 times more.

still a tacky ad.

yrs,
dave
Looks like the ad worked
by walter biscardi

Looked the ad was just as effective as we expected it to be.  Adobe and Apple booths were hopping all day long.  Avid appeared to just have a steady stream of folks with no waiting at most of their kiosks.  Rather quiet compared to the other big guys.

HUGE show for Apple and Adobe.  I know both companies were quite happy with the show and how well all the products were received.

The dating personal theme is
by Jacki Schklar
The dating personal theme is new and edgy like Sebagos or Flock of Seagulls.

Avid did ask me if I knew of any "young, hip and trendy" female editors to hilight as a spokesperson. Since I'm so old and decrepit I don't know why they thought I'd have a suggestion...
Back to marketing
by Terence Curren
I didn't mean to claim a preference for any product. I was referring to marketing. Apple will own NAB from the marketing perpective.

Avid has historically been clueless in this deparment and the above ad doesn't show me any improvement.
Yes, but even if it happens, NAB is getting smaller every year..
by Ron Lindeboom

Not to be hard on either NAB or Apple but I think Adobe pulled off marketing brilliance by doing their preemptive marketing blitz long before NAB. Why? This way, they play to million of people, not less than 100,000 (that NAB claims but I believe is much less). The COW gets months were we do 4-times the number of people that NAB does. Month in and month out, dropping only in the Summer. Even then, we're two-and-a-half times the traffic of NAB. Add the other sites, communities, blogs, etc., etc., and this kind of viral marketing blitz will return far more media incursion and result than if Apple walked into NAB alone. Apple may own NAB but it's becoming less important every year. People already know what they want and who they want to get it from long before they ever set foot in NAB. The days where trade shows were needed to research buying possibilities is over. The web changed all that. Now people go for the social thing and to be a part of the buzz. That's it. Apple owning NAB? So what. I'll opt for a company that wants to hold open betas over one that invites a handful or less to test a major release. I have seen too many secretive beta programs not even get close to finding major bugs. Adobe's done it and so has Apple. Adobe seems to have learned and I can only hope Apple will do so in the future...
Ron Lindeboom

Millions of people is no misnomer...
by Ron Lindeboom

What Adobe does with CS3 will affect millions of people. Why? Photoshop, if nothing else. I read a report somewhere that said that over 95% of web graphics alone are originated in Photoshop. It has no competitors. By packaging their suite of tools priced for the whole enchilada for a price less than I paid for my first copy of After Effects, most media professionals and graphics pros will opt for the enchilada. This will open up a wide range of tools to people who know the Adobe interface and now will play with other tools as the integrations get tighter and tighter. Standardizing things across their product mix is going to simplify the jump between tools and the low cost of entry is also a plus.
Ron Lindeboom
Turning into a Cow Thread
by walter biscardi
Ok, this is turning into a regular Creative Cow thread where we're going completely off topic so if you have comments about the PR clip up top, feel free to comment.  If you want to debate Adobe vs. Apple, wait for another blog topic after April 15th.
We'll have to agree to disagree (somewhat)...
by Christian Glawe

 

First, let me say that I'm a Final Cut Pro user... I use it every day for broadcast television work. I've carried the FCP banner, arguing in favor of it with some of my Avid-centric colleagues. I'm a big fan, and I sincerely hope that Apple has a great show, and that they give us a bunch of new, innovative toys to play with over the next year.


And I agree with Tim - the development cycle is coming around, and I think it's quite likely that Apple will have a major reworking of the FCP Production Studio this year.

But...

I was fortunate enough to see a demo of CS 3 at LAFCPUG last Wednesday with Giles Baker from Adobe.

I was completely blown away.

Apple already has tight integration with their entire suite and with the Automatic Duck plug-ins, it even works directly with After Effects and Avids.

Somewhat true, somewhat not. Auto Duck doesn't always bring everything over (3rd party plug-ins?). When bringing a Motion project back to FCP, it's not split out into tracks ("Oh, I need to substitute that shot in that one layer... guess I have to go back into Motion"). Also, I have to render it in order to see it in FCP.

If I need to touch up a photograph with a clone brush, how do I do that seamlessly within FCP Studio?


All Photoshop layer styles now automatically show up in an After Effects composition.... and can be changed in After Effects. Any changes in After Effects compositions automatically update within its corresponding Premiere timeline, without rendering. In fact, the integration between Premiere and After Effects is light years beyond anything that Auto Duck currently provides. Premiere Pro now comes with a Photoshop-style "History" Palette. Premiere Pro supports surround mixing. Vanishing Point and Shape Layer have to be seen to be believed.

Adobe's acquisition of Macromedia is now coming to fruition... Rolling web authoring tools like Dreamweaver and Flash into the package is absolutely brilliant... Adobe realizes that the web is the next frontier of visual production. Encore (DVD authoring program) can export a Flash file with a click of a mouse - no more "one offs" for DVD approval. Now, a client will be able to preview their DVD online, with button behaviors, links to video, etc. completely intact.

Neither Apple, nor Avid, have addressed this "sea change" of how video will be distributed and consumed via internet. Also, neither Apple, nor Avid, have such tight integration between editing and graphics applications. In fact, I'd argue that CS3 blurs the line between editing and graphics.

With apologies to Motion fans, I think most serious graphics folks would agree that After Effects/Photoshop is the widespread standard in desktop graphics. Everyone has it, and everyone uses it. Have you ever tried to do a nice "Ken Burns" move on a still in Motion? And have it come to a nice, smooth stop?

I agree that rolling Final Touch into FCP Studio would be big. I've long thought that color correction is an area where Final Cut lagged behind Avid. There are also rumors that the next generation Shake product will also be rolled in to a "Final Cut Extreme" that would retail for around $10K a seat.

Again, all conjecture. No one knows for sure.

But, my concern is that, while Apple targets Avid's marketshare... in some ways they become Avid, with a multi-tiered product line (where some versions have all capabilities, other versions do not).

In the Atlanta area I don't know of a single production house or independent editor use Premiere, it's all FCP and Avid here.  In fact, I know of no independent editors I work with or interact with who uses Premiere either for corporate or professional post production.

Probably not.  But I'll bet that 95% of these people have Photoshop and/or After Effects.  And I bet most of these people wish they currently had better integration between editing and graphics applications.  A lot of these people are going to buy CS 3, and will, in my opinion, take a long look at Premiere for handling certain types of projects. 

Walter, I completely understand that Final Touch within FCP will be huge for what you do... it will be for me, too. But as someone who does both editing and graphic design, CS 3 rewrites the book for me. I will continue to use FCP on a daily basis, no question. But for short, graphics intensive projects (like spots, promos, etc.), I am going to take a long, hard look at Premiere Pro.

In part, I agree with you and Terrence that Apple will have a big show, and that there will be a lot of buzz around the new FCP.

But, in my opinion, CS 3 will revolutionize desktop post-production. No one else comes close to offering the same kind of seamless integration between graphics/editing/web authoring.

Looking forward to seeing all you guys at NAB!

 

 

"Pain is temporary... film is forever"

Christian Glawe

editor/compositor

http://www.ChristianGlawe.com

sorry man, i've been using
by walter biscardi

sorry man, i've been using fcp since v1. couldn't possibly care less about final touch. it will never have anything to do with me. same for most fcp users.

If you're not doing broadcast or complete finishing services in house, Final Touch won't matter for you.  But for folks like me who deliver high def broadcast including color correction, this is a major advance, provided it works.  We're using Colorista for the time being until we see how FT works.

cs3 will be the story for millions and millions of people.

More than likely wishful thinking.  Adobe lost a lot of people to FCP when they abandoned the Mac platform, something they probably should not have done.  In the Atlanta area I don't know of a single production house or independent editor use Premiere, it's all FCP and Avid here.  In fact, I know of no independent editors I work with or interact with who uses Premiere either for corporate or professional post production.  Not saying folks aren't using it that way, but I'm just not seeing it used by professional editors.  

CS3 is definitely a great step forward for Adobe.  Affecting "millions" of people probably is stretching it a bit. 

Apple will own NAB 2007
by Terence Curren
No doubt in my mind.
dont care abt final touch. pshop, ae, yes.
by David Walker
sorry man, i've been using fcp since v1. couldn't possibly care less about final touch. it will never have anything to do with me. same for most fcp users.

autoduck is awesome. use it every day with ae. but its not even in the same class with adobe. all kinds of things fall out with autoduck. no plug-ins cross. on and on. plus autoduck doesn't do anything for pshop integration. nothing for flash. nothign for illustrator. nothing with ae for dvd menus.

maybe 500 fcpers will use final touch. 1000? whatever. fcp6 will be great. apple will put on a good show. still only the second biggest news at the show. maybe third behind red camera if it actually ships.

cs3 will be the story for millions and millions of people. drove down from ri to see the ae demo in new york thursday. sorry man, love fcp, but no way it beats this.
I have to disagree
by walter biscardi

In a somewhat unrelated thought, unless Apple has something *really* big in store, I predict that the story of NAB will be Adobe CS 3, particularly the tight integration between the various components in the package....

I have to disagree. Apple owns Final Touch now so that will be rolled into the product line. There is NOTHING short of a daVinci that comes close to this thing and in fact I know daVinci artists who have switched to this product. It has failed us in the XML integration with FCP, but obviously Apple will fix that.

FCP 6 is sure to be shown at the show and we really don't know much about that yet. Apple already has tight integration with their entire suite and with the Automatic Duck plug-ins, it even works directly with After Effects and Avids.

You are correct, sir
by Tim Wilson

This feels like it should come from a small, "edgy" music library company or something...

Like I said, that's kinda they point. They wanted it to sound like it came from a small edgy company. They wanted it to look like it came from a small edgy company. Big and conservative hasn't gotten everything done that they'd like to do. No argument there. So right impulse, wrong move.

And yes, somebody at Avid had to have approved this. I wouldn't want to be them by the time the sh** finishes hitting the fan.

unless Apple has something *really* big in store, I predict that the story of NAB will be Adobe CS 3

I predict that Apple will have a HUGE show. That's why last year's was so weak -- the development cycle takes as long as it takes. The wheel has come around, and this should be a strong year for them....

...and the story of NAB will be CS3. Laughing This will be the big story for the rest of the year....if not longer.

I don't know what to say...
by Christian Glawe

 

Yes, I understand that this ad isn't directly from Avid, but they must know about it.  Is this really the kind of marketing that comes from the most mature product in the marketplace?  Does this convey a seasoned competence?

This feels like it should come from a small, "edgy" music library company or something...

 In a somewhat unrelated thought, unless Apple has something *really* big in store, I predict that the story of NAB will be Adobe CS 3, particularly the tight integration between the various components in the package....

 

 

"Pain is temporary... film is forever"

Christian Glawe

editor/compositor

http://www.ChristianGlawe.com

Wow... just wow. That
by Swickness
Wow... just wow. That is simply ugly. I guess they've given up on actually making their products better.
Sinking to a new low
by walter biscardi

The only thing I can think of is that Avid's market share is really start to hit the bottom or at least growth has truly stopped for this kind of crap to be sent out on their behalf.  I absolutely would not let anyone like this person represent my company, let alone a major industry player like Avid.

Makes me kind of happy I'm still with Apple and FCP.  Even with all the bugs I have to deal with from time to time, I could never be convinced to switch to Avid because a "hot teacher" wants to train me on Avid.   

Details matter
by Tim Wilson

A couple of things to keep in context.

First, this isn't from Avid. It's from a PR company known for being edgy. The company has also done MTV, ESPN, and other people who routinely do this sort of thing. Innuendo is part of their stock in trade.

Second, there are folks in Avid corporate marketing who are well aware that, as good as they are at reaching out to their core audience, know less about reaching out to the customers they want to have. So they hired someone who "knows" something about reaching out to "the kids."

Not the right campaign,



Professional Video Editor, Producer, Creative Director, Director since 1990.

Credits include multiple Emmys, Tellys, Aurora and CableAce Awards.

Creative Director for Georgia-Pacific and GP Studios, Atlanta. Former Owner / Operator of Biscardi Creative Media. The show you knew us best for was "Good Eats" on the Food Network. I developed the HD Post workflow and we also created all the animations for the series.

Favorite pastime is cooking with pizza on the grill one of my specialties. Each Christmas Eve we serve the Feast of the Seven Fishes, a traditional Italian seafood meal with approx. 30 items on the menu.

If I wasn't in video production I would either own a restaurant or a movie theater.

 




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