Sign up for the FREE Tell Membership and receive benefits that include the digital edition of Tell Magazine sent straight to your inbox, product giveaways, coupons and much more!
Sign up for the FREE Tell Membership and receive benefits that include the digital edition of Tell Magazine sent straight to your inbox, product giveaways, coupons and much more!
10.54 – People are still being seated.
10:55 – It is a MacWorld-style conference hall (aka very large). 3 Macs are on stage and set up to the right
11:05 – Lights dimmed, music still playing
11:06 – “Ladies and gentlemen, as a reminder, there is no recording of today’s event.” Ok?
11:08 – Music is done, here we go
11:09 – Rob Schoeben, VP of Apps and Product Marketing. “Welcome, we have a TON to cover today, so I’m not going to to any kind of preamble. Just gonna dive right into it.”
11:11 – “We are now over 800k paid Final Cut users worldwide. By the looks of things, a few of them didn’t get in. But a lot of you are here, so thanks for coming.” He’s going over Final Cut community, books, plugins, all that fun business. “It’s a Final Cut World.” Proceeds to play video.
11:13 – Final cut server, media asset manager
11:14 – “There are massive, massive amounts of content. We have to start working in parallel. What we’ve done is to combine the feedback we get from our customers with our obsession. We’re introducing Final Cut server.”
11:15 – Apple UK store down
11:16 – Final cut server: Scalable from small boutiques to multinational news organizations. Interface works on PC as well.
11:16 – Media asset management: catalogues 100 file types, proxy generation, keyword searching, access controls. Workflow automation: workflow templates, watch and respond system, review and approve tools, automated encode and publish
11:18 – btw. Apple store is down.
11:19 – video showing final cut server playing
11:21 – Final Cut Pro uncompressed HD
11:22 – Price for Final Cut Server: $999 for 10 concurent users, unlimited = $1999
11:24 – “We’ve been working hard to make this the biggest upgrade we’ve ever seen seen in professional applications at Apple. Final Cut Studio 2. Final Cut Pro is version 6, and we’re introducing ProRes 422.” Can compress full raster HD quality video from 1TB to 170GB.
11:26 – Bandwidth efficient, portable, color space headroom, and next gen device support. Including Sony’s new HDCAM SR 1080p60 storage system introduced here at NAB.
11:27 – “Not only are we working with the leaders, we’re working with…. ” Showing a RED 4k demo.
11:28 – “You can take 4k files, plug it directly into a MacBook Pro, and see and edit them right there. The industry is going to change. You will be able to work with this whole new breed of moviemaking.”
11:29 – New input for HD, called IO-HD
11:30 – Realtime SD to HD conversion with IO-HD, cost $3495
11:32 – Demo is underway
11:33 – borrowed Smooth Cam functionality from Shake, and brought it down to Final Cut Pro. Removes camera shake
11:34 – editable motion templates, you don’t have to leave Final Cut to edit them
11:39 – GPU-accelerated realtime playback of filters and effects. Switching over to ProRes — comparing ProRes and uncompressed video, 127MBps vs 19MBps.”Visually indistinguishable.”
11:41 – Embracing 3D in Motion, “create the kind of graphics you want to create”
11:43 – “Retiming is a powerful tool, but is too complicated. We’ve married retiming with behaviors, and created the exactly the kind of retiming effects you want.”
11:46 – Demoing Motion, showing off syncing between 3D video and audio
11:48 – Showcasing 3D video, everyone has 3D-glasses under their seats.
11:52 – Showing 3D camera perspectives, crazy 3D editing effects, and vector effects/graphics
11:55 – Finished with Motion, moving onto Soundtrack Pro 2
11:57 – Update: Apple US Store still down
11:58 – “The incredible new Conform feature. Change tracking, sync changes, difference highlights, accept or override…”
11:58 – Alec Little demoing features
12:01 – Fade selector tool, built-in waveform editor, built into SoundTrack Pro 2
12:07 – Still demoing. Stay tuned for updates.
12:09 – Take editor — making a comp, select which portion of which take to use.
12:10 – Demoing Conform feature — new edits with cut (or added clips) that would otherwise take hours with a bunch of sound effects and bites can now be pushed through rapidly with grouped approvals of intelligently re-synced edits.
12:11 – Royalty-free surround-sound sound-effects come bundled in SounTrack Pro 2
12:13 – Compressor 3, iPod and Apple TV presets (of course)
12:15 – [Compressor] now features simplified cluster setup, extended to MPEG-2, H.264, Telestream Episode Pro plug-in with VC-1, WMV, FLV… dynamic filters with timecode overlays, animated motion watermarks.
12:17 – From Engadget: With a Mac Pro 8-core with this sample it will take us 16:45 in Compressor 2. In Compressor 3 it’s down almost 3x to 6:02. I’ve encoded a 10 minute clip in less than ten minutes. Compressor 3 demo time.
12:20 – Easy to use preset list, Custom default presets, drag groups of batch preset encodes, Preview overlays and watermarks with a before and after slider, integrated chapter markers.
12:23 – Easy to spread over multiple cores — shows 8 core mac pro with 100% on all 8 cores — shows live bookmarks in video, publishing to iTunes.
12:25 – New Final Cut Studio still $1299, only $499 to upgrade from previous versions, and $699 to upgrade from Final Cut Pro
12:27 – Final Cut Studio will be available next month
12:29 – New app, Color. Real-time application color grading. – Displaying demo
12:31 – “Color is revolutionary and helpful. It seems calculated to appeal to us, we make movies from beginning to end.”
12:33 – Color is meant to be a natural extension of FCP. Real time color grading, color effects, geometry, tons of mattes, color correction.
12:35 – Demo going on.
12:40 – Update: US Apple Store back up, looks like that’s all the product updates for today.
12:43 – Showing gradients and multiple secondaries. Auto-balance tool for contrast, color, etc., and makes automated colorization adjustments.
12:49 – Supports custom shapesfor colorization effects, not just cicular and square. Now color effects. All these effects / look presets are easily exportable and emailed between editors.
12:51 – “I had a weird feeling you were going to like that part. But now everyone can use color as a powerful tool in the editorial process. Now FCS2 includes all the applications I talked about before, and now includes Color. Editing unleashed. Recap: we think we’ve done our job.”
12:52 – Final reel playing, looks like we’re almost done.
12:54 – Okay folks, it looks like that’s it.
12:55 – Playing “Feel Good Inc.”, this song is almost necessary for any Apple event.
*Images from Engadget*
Related Posts