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Avid, Adobe Cater to Disgruntled Final Cut Pro editors

Avid and Adobe try to entice Final Cut Pro editors to make the switch.

You know what they say—strike while the iron’s hot—and it seems these days, there’s nothing hotter than the tempers of those Final Cut Pro editors who feel that Apple has abandoned their needs as professionals with the recent launch of FCP X.  Thus, it’s no surprise that the makers of FCP’s two chief competitors, Avid and Adobe, are choosing to strike a bargain with FCP users in major ways.

Avid attempts to lure FCP users to Media Composer with special deal

Avid’s CEO, Gary Greenfield, personally acknowledged editors’ “passionate and personal” reactions in a letter he posted on the Avid community pages.  “We are listening,” Greenfield said.  “And one of the things you have clearly said is that you want Media Composer to be more accessible.”

Therefore, Greenfield announced that Avid will be extending the offer to switch to Media Composer from FCP—not from FCP X—through September.  (The deal had previously ended in mid-June.)  The promotion offers FCP users the opportunity to purchase Media Composer 5.5 at the promotional price of $995 USD, which is roughly 57% off from the normally priced $2,295 software.

Greenfield also announced that he was personally headed out to the L.A area (i.e., filmmaking mecca) to meet with editors and “listen and talk about Avid’s ongoing commitment to professional editors.”

Financial incentives, personal meetings — this seems like only the beginning of a major push from Avid to cater to FCP users and get them to try things out on the other side of the proverbial editing fence.

Adobe offers record-low prices to make the switch to Premiere Pro

Adobe Product Manager Steve Fordes offered similar sentiments, but doesn’t necessarily focus the offer to solely FCP users.  “Many of you commented that there should be some sort of incentive to switch to Premiere Pro and CS 5.5 Production Premium while moving from your current toolset,” Fordes said.  “Well – in the spirit of putting our money where our mouth is, we are now offering for a limited time – 50% off either CS 5.5 Production Premium, OR Premiere Pro CS 5.5 standalone.  This is open to anyone, worldwide, coming from either Apple or Avid workflows.”

In the US Adobe store, for example, this offer translates into the opportunity for any editor to purchase the full license of CS 5.5 Production Premium suite for $849.50, or the full license of Premiere Pro CS 5.5 for $399 by using the promo code “SWITCH.”

“I don’t believe that Adobe has ever had a promotion like this in history,” Fordes says.

Indeed, it seems that Adobe is all in for trying to cater to professional editors, offering not only deals on Adobe’s chief editing software, but on the entire CS 5.5 suite, which also includes After Effects, Photoshop, Audition, Flash Catalyst, Flash Professional, Illustrator, OnLocation, Encore, Device Central, Bridge and Media Encoder.

Trying it out for free

With fully functioning 30-day free trials that allow editors to test-drive both Avid Media Composer and Adobe Premiere Pro—in addition each product’s unprecedented deals—we could very well see a shift in the editing marketplace after the dust from the FCP X product launch settles.

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  • Bo Reidler

    Those who take up the offer better make sure that their hardware is MPE ready or the cost of upgrading can be very expensive. (Adobe have been rather disingenuous about this part of their model.) Either that or have long render times every time you want to move forward. The simple solution is to wait. Apple are starting to realise some of the mistakes they have made – like pulling FCP off the shelves and have put it back from all reports. And at the end of the PPro still has issues, just like any other NLE application. IF you run a Mac I would just sit this one out for a while and see what eventuates. Apple’s pricing paradigm is solid and once FCPX settles it will be very good. You just have to look at the background rendering aspect of the model.

  • http://YourSite(Optional) Angelo

    I Agree with Bo. If the editors already are looking at Avid and Premiere, they’re not really loyal to their software. I’m sure Apple will add a lot of features that were missing. I’m giving them a second chance (even a 3rd). I’m waiting for multicam functionality in fcpx.

  • http://YourSite(Optional) Ashley Kennedy

    @Bo and Angelo — I definitely agree with you that it’s probably a tad early to jump ship quite yet. However, you can’t blame the competitors for reaching out early and aggressively to try to catch the waverers. And believe me — there are plenty of people currently on the fence.

    From the conversations I’ve had with editors, the sentiments are basically that folks don’t want to spend their time with a product whose limitations seemingly might affect their future professional livelihood. Loyalty has nothing to do with it in that case; it’s all about preparing for the future. (i.e., “I’d better learn this product now if I’m going to have to be working with it in a year…”)

    Just the same — I do agree that it’s a little early, yet. I’m excited to see how Apple will respond to the public feedback in terms of immediate improvements to the product. But they’d better hurry.

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