Final Cut Controversy Has Editors Revisiting Avid and Adobe

Studio Daily By Bryant Frazer and Beth Marchant

Industry blogs and Twitter feeds have been exploding over the past two weeks, as pro editors vent their frustration over features — mostly having to do with import/export functions and other collaborative workflow issues — that have gone missing from Final Cut Pro X, even as Final Cut Pro 7 has been deleted from the Apple catalog. Apple promises that various fixes are in the works, but some users have threatened to switch NLEs entirely rather than wait out the chaos. That means an opportunity for Apple’s primary competitors in this space: Avid and Adobe.

Yesterday, Avid CEO and President Gary Greenfield announced an extension of the company’s “crossgrade” offer — announced at NAB but since expired — which offers users of previous versions of Final Cut Pro (but not FCPX) a promotional price of $995 for Media Composer 5.5, through September. The discounted price will be in effect again starting July 5 and staying in effect through September. For good measure, Greenfield and EVP/COO Kirk Arnold will be hitting Los Angeles on July 13 to discuss the company’s strategy with editors.

And Adobe today announced a new “switcher” program that offers a 50 percent discount on Adobe Premiere Pro CS5.5 by itself or on the full Production Premium package to users of Final Cut Pro (including FCPX) or Media Composer. Adobe’s price cuts are also valid through September.

“[Avid and Adobe specials] were selling strong prior to Final Cut Pro X coming out, but since the release we’ve had sales more than double,” says Gary Bettan, owner of Videoguys in Glen Cove, NY, who kept Avid’s expired “crossgrade” offer alive before Avid officially extended the program. “While the potential of FCPX is incredible, the reality of this release is that far too many must-have features are missing. Lack of third-party hardware support, no ability to import existing FCP projects, no multicam and limited plug-in support are just the top of the list.” read more...

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