Avid
Avid is the granddaddy of digital
editing
and has set the standard for other manufacturers. The company has five
products, each intended for a different segment of the market.
The three systems below are Avid's anchor
products, which can be used in both film and video production. When working
in film, they can generate a
negative cut list for matching back to camera original negative. Each
system is progressively more complex, and prices range from $10,000 to over
$100,000:
Media
Composer
Symphony
Nitris
DS Nitris
Avid also has two systems
that are geared to digital video:
Xpress Pro - Xpress
Pro is designed to compete directly with Apple's Final Cut
Pro. The system can be purchased as a stand alone application and marks Avid's first shift away from turnkey packaging.
The
price is $1,700.
Free DV -
This is a stripped down version of Xpress DV, which is designed to compete
with Final Cut Express. There is a big difference, though--it's free! This
goodwill marketing strategy is designed to develop a grassroots following
like Apple's.
These systems feature superior
titling, compositing, and special effects. In addition, third party
developers support them with numerous specialized plug-ins.
Originally, Avids were designed
to run on Apple computers, but the company has been drifting
towards PCs since the introduction of Final Cut Pro. This
is understandable now that Avid and Apple are in direct competition
with each other. Currently, new Avids can be
adapted to either Apple or PC platforms.
Apple
In the early 1990s, Apple purchased the rights to a
software application being developed by Macromedia, code named "Key Grip." Apple finished
developing the program and
released it as "Final Cut Pro." It took the industry by storm and
ended Avid's total market dominance. There are several
reasons for its success:
Program vs. Turnkey
- Apple proved once and for all that NLE systems are essentially software
applications. While Avid forced editors to buy a turnkey package (hardware,
proprietary software, service contract, etc.), Apple sold Final Cut Pro
as a stand alone program. This allowed editors to buy and configure
their own hardware.
Price
- At the time of Final Cut Pro's release, Avids ranged in price from
$50,000 to well over $100,000. Final Cut Pro was priced at a mere
$1,000, with compatible Apple computers starting at an equally low
$1,500. After adding extra memory and storage, the entire system
cost less than $3,500. This was a far cry from Avid pricing and it
leveled the playing field for low budget filmmakers.
Features
- Final Cut Pro 1 was jam-packed with features. Not only was it an editing
program, but it incorporated special effects, compositing, titling, and DAW
features, as well. This versatility for such a low price was unheard of at
the time.
Apple currently has three NLE products:
Final Cut Pro
HD
- This is Apple's professional level system. As discussed, it is a full
featured application with a relatively low price of $1,300. Out of the
box, it is geared to digital video editing. It includes
Apple's
CinemaTools, which has negative match-back capability.
Final Cut
Express - Apple released Final Cut Express for the serious amateur.
It looks and functions like
Final Cut Pro, except that it doesn't have certain advanced features
like visible time code and EDL support. The
cost is $300.
iMovie HD -
This incredible little program allows you to do broadcast
quality editing with no prior training. You can add sophisticated transitions
and titles, and do sound design on multiple audio tracks. Your final product can
be exported using various compression ratios, depending on your needs. It
is part of Apple's iLife software bundle, which sells for $80.
Apple programs can only be used in
conjunction with Apple computers.
Adobe
Adobe's entry into the NLE market is
Premiere
Pro.
Early versions of Premiere left much to
be desired, but version 6 and above are excellent. The
program is designed to run on PCs.
Benefits include
perfect integration with Adobe's outstanding imaging
software (e.g.,
Photoshop,
After Effects), an excellent audio mixer and an amazing price of
$800.
