Moving Forward

Posted on July 2, 2011 by Larry

Well, the last two weeks certainly have been tumultuous. But this weekend is a good time to take stock and figure out where we go from here.

Over the years I’ve learned that Apple does not follow the market, it tries to lead the market. And, with megahits like the iMac, iPod, iPhone, and iPad, it is impossible to ignore their success.

However, it isn’t always successful, which is why we find ourselves in the position we are in now. And, keep in mind that it is US, not Apple, that are in a difficult position. Apple’s DNA (and vast bank account) insulates them from clamor and controversy in the marketplace.

Yesterday, as I was thinking about this blog, I sent an email to my contacts at Apple asking if they would either announce a timetable of when we could see the next “major release” of Final Cut Pro X, or whether Apple was considering re-releasing Final Cut Studio (3) to the market.

Apple did not respond to my email; which I’ve also learned is an answer in itself.

So, the decision is not up to Apple, they have already told us what they are going to do. The decision is up to us – how will we respond?

THE MARKET

Apple has opened up a huge new market to video editing – I call it the “middle market” – people that need more than iMovie, but don’t need the vast capabilities of Final Cut Studio (3).

This is a good thing, I think, because ultimately it will give many of us work as these users push up against the barriers of FCP X and need to accomplish tasks that can’t currently be met with FCP X.

I remember the desktop publishing wars of the 1980’s. Graphics designers did not go away when our computers starting displaying fonts and images. What happened was that the graphics design tools got better and designers with creativity and skill got more work.

The situation is the same today. Creativity and story-telling are still in demand, but the audience and tools continue to evolve.

OUR CHOICE

As I see it, we all have three choices:

1. Convert to Final Cut Pro X
2. Do nothing, at least for a while
3. Switch to a different editing program

CONVERTING

For single editor shops that work exclusively with tapeless formats and principally output to files, Final Cut Pro X is very attractive.

I am getting many emails each day from people that are working with it and are pleased with their results.

For non-mission-critical projects, the current version of FCP X may meet your needs.

ABSTAINING

As I’ve written for years, however, even if Apple released an all-singing, all-dancing, rock-star of a program, I would still counsel waiting until a dot One release.

This is especially true for large shops, edit houses with massive amounts of existing material that they need to repurpose, or editors working on deadlines that cannot be missed.

Apple’s emphasis on secrecy during development in order to maximize surprise at launch means that the initial release of a product is almost never stable enough for serious use.

As examples, FCP 4.0 didn’t stabilize until version 4.0.2, FCP 5 took until version 5.0.4 and, some would argue, 5.1.4 to become solid. FCP 6 took until version 6.0.2 (with four more versions after that), and FCP 7 is currently sitting at version 7.0.3. (And the sordid history of QuickTime releases and bug fixes is best left for a mature audience…)

As I’ve written many times in the past, waiting before upgrading is never a mistake. I tend to wait a few months before upgrading my production gear. However, at the same time, I will upgrade my testing gear to the latest version – and start to learn it – as soon as it is released.

There is no harm in waiting until FCP X starts to stabilize.

SWITCHING

The wild card in this whole equation is the cancellation of Final Cut Studio (3). Our decisions would be a lot easier if Apple had not forced our hand.

First, I am deeply saddened that Apple’s vaunted engineering prowess is unable to code a conversion utility from FCP 7 to FCP X. However, they say they can’t, so I believe them. (And, even if they can, they won’t; which works out to the same thing.)

This means that if you have a large number of FCP 7 projects that you have even a remote possibility of needing in the future, you would be foolish NOT to purchase a product that can read them.

Whether you go with Avid Media Composer and Automatic Duck, or Adobe Production Premium, you, your company, your media and your projects have a far greater priority than the political and emotional issues of supporting, or not supporting, the latest release of Final Cut Pro.

Protect yourself first.

Pick the software you are most comfortable working with. Hire an assistant editor to have them do tests to see how well your projects transfer from FCP 7 into it.

Both Avid and Adobe are running “Switcher” campaigns — which doesn’t surprise me. If I were doing their marketing I would do exactly the same thing. Take advantage of this special pricing – protect your assets.

Apple says FCP 7 will run on Lion. However, it would be foolish to expect it to run on every operating system in the future. At some point, you will need to convert your assets. The best time to do so is now while all your projects, media, and the software you are using is current.

Whether you want to convert your whole operation to a new platform depends upon many different factors; cost not the least of them.

But the first rule of business is to stay in business. Protect yourself. Make sure you can get access to your assets in the future.

LARRY’S RECOMMENDATION

For new Final Cut users, purchase FCP X and enjoy it. It has many good things to recommend it.

For existing Final Cut 7 users, it is too early to know what FCP X is really going to be. But it is also way too risky to bet the ranch on it.

Download FCP X and learn it, but be very cautious putting it into serious production.

I recommend you create a system for converting your FCP 7 assets to either Avid or Adobe.

Then, wait and see what Apple does with the next release of FCP X. For me, the next release, not the current one, will set the direction for the future.

But protect yourself now.

CONCLUSION

This event gives all of us a chance to stop and reflect on who we are and what we do.

The core of what I do, personally, is to train, teach, and inform. I do this across a wide variety of products and using a wide variety of media. My core value does not change with this update.

What changes are the subjects that I teach. And, as we all know, technology is a constantly evolving mix of old and new products.

Think about what YOU do – are you a Final Cut editor, OR are you an editor that uses Final Cut? Are you defined by the technology you use or the stories that you tell?

As you are deciding whether to convert, abstain, or switch, spend a few minutes thinking about who you are, what you do, and how you want to earn a living.

In the past, religious wars were fought over Apple vs. Avid. The new war is FCP 7 vs. FCP X. Like all wars, these battles create a flurry of impressive fireworks, but leave a bloody trail of destruction in their wake. And very rarely do they settle anything. Old tensions still simmer.

So, let’s slow down and take stock. Apple has given us an opportunity to make a choice. They aren’t going to change their direction, so we need to decide if we are comfortable where they are taking us.

And that choice is different for each one of us.

Let me know what you think.

Larry

61 Responses to Moving Forward

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Wayne says:

July 4, 2011 at 12:02 pm

I’m not quite sure I understand, (which I’m sure would surprise anyone that knew me,) and maybe someone could enlighten me. When Apple releases a new OS, they stop producing a previous OS. The new one may, or may not, be to your liking, or even run on your machine. You do have a choice whether you want to upgrade or not.

What I don’t quite get is why would you, at a whole two weeks in, be making a death prediction of your current workflow? Why should your current workflow change at all? Does FCP7 suddenly stop working at all? Were there that many people making the decision of buying hundreds of new FCPS boxes and suddenly can’t?

Why can’t, when you really decide to outfit a new cutting studio, do you then decide which software fits you best? My ignorance might really be showing, but does a pro buy a new copy of FCP every time they do a new job? Not trying to be flippant here, just trying to understand why you can’t wait a few weeks for learning exactly what’s what.
Larry says:

July 4, 2011 at 12:36 pm

Wayne:

This is a good, and reasonable, question. The best analogy I can use to answer it is this: imagine how you would feel if, when upgrading to the latest operating system, you lost access to ALL your existing data.

The new features of FCP X are interesting – many of them amazing – but that isn’t the heart of the issue. The core of this controversy is that when Apple did not provide a conversion utility from FCP 7 to FCP X, then immediately canceled FCP 7, they, in effect, cut off all future access to past data.

If the two programs had both been available and supported, for a year or two after the launch of FCP X, much of this controversy and all of the angst could have been avoided.

On the other hand, if you have not used FCP 7, and are new to the market, FCP X has a lot to recommend it. That’s why you see such wide ranging comments.

Larry
Russ says:

July 4, 2011 at 12:54 pm

Okay I will become Russ (-1) and revert to my true nickname “russtafa” as I did not know that Russ had become a proprietary trademark. Maybe if you pop over to the forum I can introduce myself.
But in the meantime pop over to Vimeo to see…
http://www.vimeo.com/25506555
I have to say for the years I have followed Walter Biscardi’s posts/articles on CreativeCow and other places. This will be a great loss to the Final Cut Pro community as with other I am afraid will also follow this path.
Apple are down right stupid to alienate people of such high creative and other notable qualities.
Signed.
Russtafa
Gerry Fraiberg says:

July 4, 2011 at 1:02 pm

Hello Larry,

Thanks for the thoughtful blog. As editors, we live in interesting times.

I admit it, I drank the Kool-aid. I bought FCP X on day one, more out of curiosity than actual need. And a bit of response to the marketing hype. Another thing that swayed me to jump in is the fact that Randy Ubilos has been involved in the development. FCP 7 has been working quite well for me. In fact, FCP 5 still works on my G5.

There is a lot that I like in FCP X – I find the interface much easier on the eyes, especially how images stand out from the gray GUI. The scopes are much improved. Titling is improved, with changes easily made in the Inspector. Background rendering, 64 bit speed are a couple of other things to like. There is, however, a learning curve to this new editing paradigm. I will continue using FCP 7 until I’m up to speed and comfortable with X. I thought of asking for a refund, but then decided to hang in and learn this new radically different tool set.

As a one man band shop shooting HDV on a Sony Z5U, the lack of tape ingest is a disappointment. I could add a digital back for $800 or buy a Nikon D7000 (I’m a Nikon guy) for $1200. But I can buy a lot of tape for that money. So Log & Batch Capture in FCP7 will be the workaround.

I can certainly understand the sense of abandonment and betrayal felt by large post houses with a lot more invested than I have. But I’m not about to take advantage of cross grade offers from Adobe and Avid. I’ve already spent $400 with Apple (Compressor and Motion) and have no compelling reason to switch. Who knows – FCP X might just develop into the next great editing thing.
dennis Kane says:

July 4, 2011 at 1:10 pm

Larry
I am a little confused. Can’t someone continuing using FCP 7, thereby not losing access to all their existing data, and also have FCP X on their system ?
I don’t mean running at the same time, but on the boot drive, so one can explore and learn ? Does a new Mac OS prevent me from accessing FCP 7 ?
Thank you

Dennis
Larry says:

July 4, 2011 at 1:15 pm

Dennis:

You are correct. You can have both versions installed on the same system, but can only run one at time.

Larry
cesar says:

July 4, 2011 at 1:23 pm

Hola Larry, saludos desde España. Mi eterna duda (la cuál me llega a indignar) es porque no consta el español como idioma de cabecera .
Esto si es preocupante en pleno siglo XXI, y además de mal gusto, de poca cultura y de una prepotencia inusitada.

Mientras tanto iré tanteando FCPX y sus venideras actualizaciones.

[ Rough Translation via Google & SDL ]

Hello Larry, Greetings from Spain. My eternal question (which comes to enrage me) is because it has Spanish as the language header. This is worrisome in the 21ST century, and in addition to bad taste, of little culture and a unusual arrogance. In the meantime [i’m looking at] FCP X and its succeeding updates.
russtafa says:

July 4, 2011 at 1:26 pm

Just to clarify one issue.
I think Final Cut 10 is going to suit some people really really well and I am sure that this will be a truly great experience for some people who will use it for interesting creative projects.
Apple should have just given a timeline for continuing support for Final Cut Pro 7..say an 18 month timeline then us..the end users could have made thoughtful and logical decisions on how to proceed.
I am not sure this complies with EEC trading and consumer law which applies to use here in Europe..Interesting!!!
aegger says:

July 4, 2011 at 2:56 pm

I am in this business for 15 years. I had an online editor on my AMiga 4000, then SpeedRazor, then FAST Edition (later Pinnacle and finally Avid Liquid), then I used Edius and ended up in MAC-Land with FCP6 and 7.

Every time I switched I had to leave some good workflows behind (well, maybe not from the Amiga; but the OS rocked). And FCP7 was actually the WORSt editor I used for its time. It was based on old technology. AVID had the same problem with Liquid: a superior editor, but not ready for HD. So they simply EOLed it. Just like Apple did now with FCP…which was MIA anyway. I know many have their stuido built around it, many broadcaststation still use their standard-def facility, due to the costs involved, but does that mean it is a standard still?

APPLE looks forward. Always. They throw out the floppy and the FW400-plug while we all still use them.

I used FCPX now for a few weeks and today edited in FCP7 and man do I miss the skimmer there…and the connected clips, and many other features…..FCPX is just soooooo much faster and easier to edit.

Apple will fix the audio-bus, the XML and AJA, Matrox and BM will bring drivers. Then we are already halfway there.
A couple tweaks in the UI and a few old features back and we are all smiling again.

I will use FCPx for a big project next. The only real questionmark is the Audio-output, but we will find a workaround…..
Dick Applebaum says:

July 4, 2011 at 5:21 pm

I just realized something that could mitigate one of the issues!

With Lion, you will be able to run multiple instances of OS X on a single computer.

If done properly, that would mean that you could run FCPX under one instance and FCP7 under another — and have access to the files from either system.

Not as nice as an import or running both under a single OS X instance… but hey, we’re creative, right?