With the release Tuesday of Final Cut Pro 10.0.1, Apple added the ability to import and export XML files. While not a direct benefit to FCP X editors, indirectly, this is huge. Let me explain why.

Video, and film, editing is accomplished using a wide variety of software tools. I like to think of editing as a wheel, where the editing software is at the hub and lots of different specialized tools orbit around it. From Photoshop, to ProTools or Soundtrack Pro, to After Effects or Motion, Compressor, DVD Studio Pro…. well, you get the idea — it takes a whole suite to raise a project.

This was one of the big problems with FCP X at release — it offered a walled garden. As long as what you needed was in the program, you were fine. But if you needed to share files to other applications, you had problems. Basically, you couldn’t.

One of the most glaring omissions was audio mixing — we couldn’t get our audio out of FCP X into Soundtrack Pro or ProTools for an audio mix. Wes Plate and the talented folks at Automatic Duck came to our rescue with Pro Export FCP 5.0, which exported FCP X projects for ProTools. — http://www.automaticduck.com/products/pefcp/ –

But that solved only a part of the problem; it got us to ProTools, but we were still essentially caught inside FCP X.

With the release of FCP X 10.0.1, Apple provided the ability to export and import XML. XML is the interchange language of applications. From XML we can derive EDLs, OMFs, AAFs, and all the other acronyms we need to move files from one place to another.

However, there’s still a problem – XML is like language, there are variations. Which means that before we, as editors, can take advantage of this, developers need to work with it first.

Let me explain by way of an analogy. Think of XML as a tab-delimited text file (it isn’t, really, this is an analogy…). However, that file is written in French, while other applications expect the file to be in English. So, a developer needs to convert this XML format from the version exported by FCP X, into the version needed by their application.

Wednesday night, Philip Hodgetts, CEO of Intelligent Assistance, demoed a beta program they are developing that illustrates what this new XML feature provides. Philip showed how an FCP X project can be exported as XML, converted, then imported into FCP 7. From FCP 7, it can be sent to Soundtrack Pro for mixing, or ProTools via OMF, or Color for color correction, or any of the other applications that link in with FCP 7.

The program is called: “Project X27″ and should be released in the next couple of weeks. It is SO new, in fact, it doesn’t have a webpage yet – when it does, you’ll find it at this website: — www. intelligentassistance.com –

I think this signals the tip of the iceberg where, finally, FCP X editors can start to share elements of their programs with the rest of the world. This still requires developers to do their part to support this, but the new XML export in FCP X 10.0.1 is the essential first step.

As always, let me know what you think.

Larry

[Updated Sept. 21 with a few extra details and the link to the free trial.]
[Updated with a link for the QuickTime update.]
[Updated with more information on Roles, and clarification on Davinci and AutoDesk.]
[Updated with clarification on XSAN.]

About two hours after Apple updated Final Cut Pro X to version 10.0.1, earlier today, I was in a meeting with key Apple product marketing folks to discuss the new features. Let me share with you what I learned.

UPDATE ACCESS
Unlike past versions of Final Cut, upgrades are only available through the App Store. In fact, if you look closely at the App Store icon in the Dock, you’ll see a small badge appear, indicating that an upgrade is available for FCP; or any other application that you purchased through the App Store.

(By the way, a benefit to upgrading to Lion is that upgrades only download the differences between the old and new software versions, which significantly reduce the download time. I’m still on Snow Leopard, so my download is, um, continuing. Some people are reporting problems with the update. I downloaded mine with no difficulty, however, if you have troubles wait a day and try again. Otherwise, the workaround is to remove FCP X from the Applications folder, then redownload from the App Store. Or contact Apple Support.)

FREE TRIAL
Also, for the first time that I can recall, Apple is offering a free 30-day trial for Final Cut. The 30-day period starts when you launch the program, so you can download today, yet not work with it till the weekend without costing yourself time on the demo.

Here’s the link: http://www.apple.com/finalcutpro/trial/

Apple also updated QuickTime with new codecs. Get more information here:
http://support.apple.com/kb/DL1396

APPLE’S KEY POINTS
As our meeting began, I asked what were the key points Apple wanted to convey with this upgrade. The answers were instantaneous:

1. Apple is committed to the professional user.
2. Apple is listening to user feedback and adding major new features far faster than they could do in the past.

I remarked that a release labeled: “10.0.1″ was hardly a new feature release. At which point, our discussion began.

VERSION NUMBERING
The new version is numbered 10.0.1 – which, given the past numbering system Final Cut used, implies this is only a minor bug-fix.

However, Apple has moved FCP X to the same numbering system that OS X uses. Using that example, the current version of OS X is 10.7.1, which we commonly call “7.1″. Using the same convention, the upgrade moved FCP X to version 0.1. In other words, Apple views this as a significant product enhancement.

HIGHLIGHTS

You've probably read the highlights on Apple's webpage (by the way, Apple also refreshed the FCP webpage with this update): http://www.apple.com/finalcutpro/software-update.html

* Media Stems Export
* XML Import and Export
* XSAN network support
* Customized timecode by project

…and others. Let me go into detail.

XSAN (NETWORK) SUPPORT

XSAN is bundled with Lion (a small fact that I forgot). However, these network features should work with any network file server provided the data transfer rate is fast enough from the server to the local computer to support media file transfers, and the server supports user permissions and record-locking, which OS X Server does.

Shared media on a server has always been supported by FCP X. However, Project and Event folders needed to be stored locally.

Now, media, Projects, and Events can all be stored on a server. Media can be accessed by multiple users at the same time, however Project and Event folders can only be accessed by one person at a time. In other words, multiple editors can now access the same project, however only one editor can be in the Project at the same time. FCP X provides a simple menu choice allowing editors to move Events and Projects into, or out of, the app as necessary.

(As a network bandwidth thought, render files are stored in the Project folder. You might want to consider putting Events on the Server and storing Projects locally to minimize network traffic. Just a thought…)

XML IMPORT AND EXPORT

The core of Final Cut Pro is metadata and XML is the language of interchange of this metadata from one application to another. From XML we can get EDLs, OMFs, and all the other acronyms that we need. However, the first step is XML. The new version supports both XML import and export. While this feature will be used primarily by developers, the benefits of this feature will be used by all of us.

At our meeting, I was shown an XML export of an FCP X project directly into a pre-release version of Blackmagic Design’s DaVinci Lite! This replicates the ability to send a project to Color, with fewer restrictions and faster export. The Apple representatives told me that all the DaVinci Resolve line would support XML transfers from FCP X. (This is a correction, as I earlier wrote that this would be supported by the entire Davinci family.)

This is great news for anyone looking to do serious color grading of their FCP projects.

Another use of XML involved CatDV. Again, Apple showed a collection of media stored and cataloged in CatDV, a great media asset manager for the Mac. We built a short rough-cut, using clips stored in CatDV then, with a single AppleEvent keyboard shortcut which activated an Apple Event — Shift+Command+X — the entire rough cut was sent to FCP X, along with all the media and project data. The whole XML transfer process took about two seconds from pressing the button to seeing the new Event with media and the Project opened in the Timeline. This was very impressive.

Two other programs that use XML transfer were mentioned:

AutoDesk Smoke. Apple demoed an FCP X export to Autodesk Smoke. UPDATE: However, Apple told me that they are working with Autodesk and collaborating to support XML based workflows for FCP X. It is not supported just yet.

Atomos, I was told, is also launching an export utility for their file-based digital recorders that transfers ProRes files and metadata directly into FCP X. In fact, more than 20 companies are in the process of announcing new utilities or programs to work with the new version. (As we realized at the launch, XML import and export is the critical first step to unlocking the flow of third-party applications.)

AUDIO ROLES AND MEDIA STEMS

We spent a long time talking about Roles and Media Stems. Roles are a new metadata category that allow you to assign “roles” to clips. The most obvious is tagging audio for export to mixing, but the benefits are deeper than that.

FCP X is trackless. This means that the “age-old” method of putting the same audio in the same track so that you can mix all your dialog separately from your effects won’t work.

Instead, we assign Roles, which is a special metadata tag similar to a keyword. Some Roles are assigned on import. FCP looks at the file and attempts to determine if it is dialog, effects, or music. (If it guesses right, you save time. If it guesses wrong, you can easily change it.) You can create an unlimited number of new Roles.

Roles can apply to video, titles, or audio. There are three default audio Roles: Dialog, Effects, and Music. All have keyboard shortcuts and you can add as many as you want. You can even add “subroles” — roles related to other roles.

You can also apply Roles to titles – say to flag all English titles or Spanish titles.

When you export, you can export all audio that is flagged with a specific Role. You can export just music clips, or dialog, or effects.

But, Roles can be a real benefit in the Project, separate from exporting. You can solo all clips that belong to a specific role. For example, you can just listen to all dialog clips.

You can highlight all clips that belong to a specific Role – for instance, display all sound effects clips.

You can make invisible all clips in any combination of Roles. This is the equivalent of turning off the green Visibility light at the left side of the FCP 7 Timeline. This is VERY cool, because now, you can hide or reveal any combination of clips that all have the same Role assigned to it.

When it comes to exporting audio, using Roles we can export all our different audio stems, for example dialog, in a single pass. Or, for multiple-language video, Roles makes exporting video in different languages simple. Turn on all the English titles and export. Then, turn on all the Spanish titles and export again. I can see all kinds of ways to use Roles in editing.

UPDATE: For moving projects to ProTools, use Automatic Duck. According to Apple, the stems are really for delivery of final mixes either as a digital delivery or output to tape using a third party app like the upcoming Media Express or VTRxchange. The Roles info is in the XML so a third party could use the metadata for a wide range of workflows.

Apple took Roles far further than simply flagging clips for export into something that can help make sense of a complex timeline.

EXPORTING
Apple added an entirely new export option to allow exporting Roles. In fact, the process of exporting a QuickTime movie is now faster – if you are working with optimized media FCP just does a simple file copy of the ProRes in the Project to the ProRes of the export. Also, you can export a master QuickTime file and have it automatically loaded into Compressor, while still retaining the master file.

Then, both Blackmagic Design and AJA have announced products that will take the exported file and output it to tape.

OTHER NEW FEATURES

We can now change the starting timecode in a Project. Timecode is set in Project Properties.

We can now add transitions to connected clips with a single keystroke. What this does is both add the transition and converts the connected clip into a connected storyline. (We still can’t add an audio transition to audio in the Primary Storyline without detaching clips, however.)

A new Theme — Tribute — was added.

If you have Lion, FCP X now supports editing in full-screen mode. However, there are no other Lion-specific features in FCP X, so if you are still running OS X 10.6, you aren’t missing anything else in Final Cut.

Exports are now GPU accelerated. In the initial version, exports ran in the background, and they took advantage of multiple CPUs, but they didn’t take advantage of the graphics card. Now, exports are significantly faster. However, in order to take advantage of GPU acceleration, you need to export in the foreground, because the GPU is shared for both exports and real-time playback of Timeline effects.

(An interesting sidenote: Given the technical specs of the H.264 codec, exporting directly to H.264 will be MUCH faster if you use single-pass than multiple-pass. Apple suggested using single-pass unless you can see a difference in image quality, at which point compress as multi-pass.)

Apple released a camera import SDK so that camera manufacturers can provide support for their latest cameras without waiting for Apple to update the software. What this means to us is that we should see cameras launch with support for FCP X built-in.

THINGS STILL MISSING

For the first time ever, outside a Steve Jobs speech, Apple announced products that are coming, but more than 30-days away. Apple publicly stated that both multicam editing and output to broadcast monitors will arrive “early in 2012.”

I tried to pin them down to a more specific date; no success.

Apple said they also fixed a number of bugs, but I didn’t have time to find out what some of them were.

There are still some significant missing features which are not addressed in this upgrade or their announcement: Retaining In and Out points for clips in the Event Browser is undergoing a debate in Apple. So is the ability to read source timecode for clips in the Timeline. Drop shadows for elements other than text and a few generators requires creating a custom Motion template. The ability to apply an effect to a group of clips, then modify that effect — think audio mixing — is still severely limited. There is no out-of-sync indicator for detached audio clips that have shifted in the Timeline. There is no way to set the default project audio to stereo.

Apple stresses that there is far more development planned for the program.

But this update is significant for several reasons:

1. The speed with which Apple was able to get it released.
2. The fact that most of these features are of interest to pro editors; an iMovie editor is not going to care about audio stems
3. The flexibility Roles provide as part of the editing process is really amazing.

If you currently own FCP X, I recommend you get the update as time permits.

Let me know what you think.

Larry

P.S. If you have purchased my Final Cut Pro X training, I will be providing a FREE upgrade later this month highlighting how to use the new features. (This update applies to all new purchases as well.) We’ll send you an email notice when our update is available. Learn more about my FCP X training here: www.larryjordan.biz/fcpx

According to MacRumors, and confirmed by two other sources, Apple is now offering FCP 7 (and the entire Final Cut Studio (3) suite) for sale.

You can read MacRumors here.

While only available on an 800 number – 800-MY-APPLE – using part #MB642Z/A – it is good to know that Apple is selling the product again.

I have contacted my sources within Apple to get the “official word” on this.

I’ll let you know what I find out.

Larry

- – -

UPDATE

I spoke with an official Apple spokesperson, who told me that: “As we’ve done before with many end-of-life software products, we have a limited quantity of Final Cut Studio still available through Apple telesales to customers who need them for ongoing projects.”

I received the following email today from someone who needs to remain anonymous. However, I trust them and their opinion and wanted to share their thoughts with you here as a way to continue our discussion.

While I don’t agree with all of this, it does spark an interesting chain of thought.

Larry

P.S. I did not write this, nor did I ask it to be written. I have obtained permission to share it with you.

- – -

Apple says that FCP X is about the future of NLE. After thinking about it, I think they are right.

It’s not just about the GUI or features per se… but the fact that our culture is going mobile and our work along with it. A new generation is growing up and moving them from iMovie to FCPX will be easy. Also the new generation will invent their own workflows and their own content and their own way of doing things. Apple may have jumped the gun in a way that made it impossible for a percentage of the current editing community to go along, but those folks are not the future. Not in the same way a 16-year-old iMovie whiz is.

Look at the big picture. Sales of standard PCs have fallen while portable products have been flying off the shelves. This is no fad, it’s the future.

Watch as the system requirements for NLE on the Apple side look more and more lean. Apple owns both hardware and OS, my bet is that they will leverage that to guarantee they are ahead of the curve in performance requiring smaller and smaller hardware overhead. It’s in this way, as the new generation of editors comes up, FCP will take back it’s place as the de facto platform for any level of project. I’m absolutely convinced (as is Apple) that sooner than you think, a teenager today will be working on an episode of “Extreme _____ Makeover” using an iPad__ with lots of storage on board. I already saw someone using an iPad as a 2nd display for FCP X and how some functions were already touch screen enabled. Those pissed off edit suite owners may be pissed off at what Apple has done, but just wait till all those up-and-coming digital kids start to see those very expensive edit suites as dinosaur grave yards.

That’s where Apple is headed and a powerful, sleek FCP that uses iCloud technology along with all the other new technologies is where the future really is. Does anyone remember those $250,000 edit suites that got replaced by a $1,300.00 Final Cut Studio, back in the day? Well, Apple is doing it again with one major change, this time they are obsoleting themselves before someone else does.

It really is the future, or at least it’s headed in that direction.

We are all looking forward to the release of Lion on Wednesday this week.

So I thought I’d dust off a few thoughts from operating system upgrades from year’s past – just to prevent any problems.

First – and most important – NEVER upgrade anything in the middle of a project. Lion will be just as dandy if you wait to upgrade when your project is complete. Yes, Lion is new. Yes, Lion is exciting. But both of those pale into insignificance if the upgrade breaks something on your edit system.

ALWAYS upgrade between projects.

Second, Lion is a big upgrade. For this reason, I recommend not upgrading any production systems for at least three months after a new OS ships. Give the third-party developers time to make sure everything works properly. Nothing is worse than upgrading only to discover that one filter you REALLY need for your project doesn’t work.

Third, a couple of weeks ago, I contacted Apple to see if Lion would bring any new features to Final Cut Pro X. Apple told me that it would not. My hope is that Apple will have new updates for FCP X in the near future, however, I don’t expect that at the same time as a Lion release.

For all these reasons, I recommend taking a cautious approach to upgrading any systems that you depend upon for editing. If you have a machine that you can spare for testing, by all means, give Lion a whirl.

Just be really, really, really cautious about putting it on any systems you depend upon until Apple has released at least one maintenance update.

Practicing patience can be difficult. But not being able to output a project is far worse.

Larry

Some interesting news this morning.

FIRST

Apple has quietly notified developers that it is preparing to offer volume purchases for business customers via the App Store.

MacNN has more about this.

The significance of this is that volume purchases of Final Cut Pro will no longer be tied to individual iTunes accounts. This might also presage the arrival of volume pricing and distribution for educational customers.

SECOND

I’ve had emails or phone calls from three different resellers telling me that Apple has notified resellers that it is offering them a one-time, two-day opportunity to buy as many copies of Final Cut Studio (3) as they want.

While this is not the same as putting FCS (3) on the open market, it does mean that the product will be available from selected retailers for a while longer. If you need licenses, contact your favorite, non-Apple store reseller.

THIRD

A large number of Final Cut Pro editors are thinking about switching platforms. Last week, my podcast – the Digital Production Buzz – had a series of discussions on switching to Avid. (Details here.)

This week, we have the product manager for Premiere Pro on the show, along with a recent Final Cut Pro post house that switched to Premiere. (Details here.) If you are thinking about switching, listen to this show first.

Larry

One of the problems of being in the middle is that I can see both sides. I don’t necessarily agree with them, but I can appreciate their point of view.

My blog this morning – Who’s Accountable – touched a nerve because, in addition to the people that commented directly on the blog, I’ve also had several private conversations with Apple and people who are very, very upset with Apple.

What’s become obvious over the last week, is that the way the Final Cut Pro X launch was handled has totally overshadowed the features of Final Cut Pro X.

Over the last several days, I’ve been consumed with trying to decide what to do – stay with Final Cut or move to another platform. If I switch, what do I switch to? What advice should I give to others trying to make the same choice?

As my office will attest, all this internal debating has not made me a pleasant person to be around.

Let me share my thinking with you — then, you can decide for yourself whether you agree or disagree.

First, let me say that I think the launch of Final Cut Pro X was very badly handled. As I’ve written, I don’t think Apple needed to cancel Final Cut Studio (3) as abruptly and coldly as they did. They should have given us more time to make an orderly transition. They were thinking as a technology company, not as editors managing a decade of assets.

Canceling Final Cut Server, even though it was incompatible with Final Cut Pro X, has unnecessarily jeopardized companies building a business on that platform.

Apple never does things accidentally, so they will disagree with me. Probably strongly disagree… I remember a remark one of the people at Apple told me before the launch, in that they were expecting a lot of controversy over the new version of Final Cut Pro.

Well, we can certainly agree about that.

I also think that Apple seriously erred in not providing a conversion utility between Final Cut Pro 7 and FCP X. The one-two punch of canceling FCS (3) and an inability to convert old projects dominated the discussion far more than the merits of FCP X.

Apple will disagree, but the launch did not take the feelings and passion of editors properly into account. And damage was done.

On the other hand, there are some very cool new features in Final Cut Pro X. Some editors are writing and telling me how much they are enjoying the new program. (Just as other editors are writing to tell me, at length, why they are moving to Avid or Adobe.)

There’s a lot of passion on both sides. And both sides have some truth behind them.

But, let’s look at a few more points:

* Apple said in their presentation at NAB that FCP X redefines video editing for the next ten years. There is lots of additional development planned.

* Apple told me that because FCP X is distributed via the App Store, they can update the program much more frequently than when it was sold as a package on DVD.

* Apple wrote in their FAQ that they are already working on adding new features, such as XML and multicam, to the product and releasing updates quickly.

* Apple has stressed that FCP X is designed to provide a feature set for professionals, and not just as an upgrade for iMovie. (I am not saying they MET the needs of professionals, but a look at the architecture of FCP X reveals features that no iMovie user would ever need.)

* However, it is also self-evident that Apple needed to provide a clear and consistent upgrade path to iMovie users who were totally lost trying to understand how Final Cut Express works. Apple feels that it is possible for one product to meet both needs.

As I wrote in an earlier blog – Moving Forward – the first rule of business is to stay in business. All of us should keep an eye on our options. Check out what Avid, Adobe, and Media 100 are offering. If you feel you can’t wait, then switch.

But I would also suggest that many of us would benefit by taking a deep breath and giving Apple a chance to live up to their promises for the program.

Final Cut Studio (3) still works.

It took Avid, Adobe, and Apple many years to evolve their programs to their current feature set. I’m willing to give Apple a few months to get their act together and fix what’s broken with FCP X.

I’m going to stay with Final Cut Pro for a while. Work at learning the new version. Give feedback to Apple on what they need to do to improve things. And share what I learn with you.

Final Cut Pro X has a lot of exciting potential – but, for many of us, that potential is not yet realized.

The burden is on Apple to deliver on their promises, update the program quickly, and repair the damage they did during the launch. The proof is in the program.

If they succeed, great. If not, Avid and Adobe will still be around in six months.

Larry

Like many of you, I’ve been losing sleep this last week trying to figure out what’s going to happen to my business after the debacle of the Final Cut Pro X launch.

I read in a blog last night that Steve Jobs has gotten involved in this mess and that “really great things will be happening really soon.”

So my first question is: “Why does Steve Jobs need to get directly involved in what is essentially a straight-forward upgrade to one of their well-established products?”

And this led me to a bigger thought: “Who’s Accountable?”

As I woke up this morning, I had a day-dream of Phil Schiller, VP of Worldwide Marketing, appearing on my podcast, the Digital Production Buzz, to answer questions from listeners.

(In reality, this will never happen. Apple stopped giving on-the-record interviews, with the exception of Mr. Jobs, many years ago.)

So, imagining that Mr. Schiller were on the program, here are the questions I would ask:

1. What was the benefit to Apple of immediately canceling Final Cut Studio (3) with the release of a brand-new and untested product; when there was no technical reason (according to Apple) to do so?

2. Why did Apple feel it was necessary to alienate one of their most passionate fan bases with this release; were professional users that expendable?

3. What responsibility does Apple have when canceling a product to companies that built businesses around those products in terms of notification and support?

4. Conversely, what does Apple require of its vendors, when a supplier to Apple decides to modify a manufacturing method?

5. What is the benefit to Apple for assuming a strict rule of silence whenever something goes wrong? (A short period for research is understandable, but not when it stretches for weeks. The number one rule of PR is communication – but, apparently, not for Apple.)

6. Conversely, what would Apple’s reaction be if one of its vendors, say FoxConn, refused to talk to Apple when something went wrong, such as an explosion?

7. Why is Apple unwilling to provide a general roadmap to those products it considers “professional”?

8. Conversely, what would Apple’s reaction be if Intel refused to tell it about new chips it was developing?

9. Trust is a very tricky thing. It takes time to create and can be destroyed in an instant. Does Apple perceive the extent to which it has breached this trust and what will Apple do to recover from it?

Not one of these questions deals with the features of a product. They deal with the moral character of a company.

As consumers, we are held accountable through license agreements, laws, and regulation.

But who holds corporations accountable?

The sad part is that no one holds corporations accountable. We will never learn these answers. And the damage that’s been done will be irreparable.

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

I’ve been inundated with comments on my two most recent blogs on the release of Final Cut Pro X:

#1: Ain’t Nothing Like It in the World

#2: Apple’s Challenges (with FCP X)

Late last night, Apple published an FAQ answering some of the questions that have been raised during this discussion. Notice that for the first time, they are using words like “not yet” and “coming this summer.”

I recommend you read this.

http://www.apple.com/finalcutpro/faq/

Also, yesterday I heard a reasonably substantial rumor that Apple has decided to re-release Final Cut Studio (3) back into the market. I checked with my sources at Apple and was told this was NOT true.

I still think this is a serious mistake and urge Apple to reconsider – it does not hurt the launch of FCP X to also sell Final Cut Studio (3).

By the way, I want to reiterate something I said last night at the LAFCPUG meeting – it is way too early to make any final decisions on Final Cut Pro. FCP X is in its infancy. Apple IS listening to the discussion. To my way of thinking, Apple totally blew the launch of FCP X and needs to move quickly to fix things. Before you make any final decisions for yourself or your company, wait a bit. My suggestion is a month.

At the end of that time, passions will have cooled, Apple will have time to respond, and we will all have time to think. It is always better to make decisions with a cool head after thinking about it for a while.

The situation many editors find themselves in is difficult, but not hopeless. Give this a little time to play out.

I’ll have more later this week – still trying to wade through all the email — thanks to everyone for writing.

I am always interested in your comments.

Larry

P.S. By the way, I read every email and every comment, but I am just buried in trying to answer them all. I’m sorry if I haven’t gotten to yours yet.