Avid Technology announced that LA Digital Post, an exclusive post production solutions provider serving major television and motion picture clients, is enabling post teams to edit offline at HD image quality and assemble cuts more efficiently with the latest Media Composer Adrenaline systems.
In June, the company purchased 10 Windows XP-based systems and 10 Intel-based Mac systems to enable creative teams to work at higher image quality, save time, and enhance their creative control by using Avid DNxHD 36 and Avid ScriptSync. Since June, LA Digital has answered increased demand from customers requesting to use the new Adrenaline based systems on a number of high-profile television and film productions.
“Our clients are always under pressure to deliver the highest quality content on time, and the new technology in these Media Composer Adrenaline systems enables post teams to have more creative control and meet deliverables faster,” said Gary Migdal, president and CEO of LA Digital Post. “These benefits have generated significant demand for Media Composer systems in the field as well as at our facility locations in Los Angeles and New York City. Upon delivery, our new systems went out to client productions such as <em>Damages</em> on FX Network, <em>The Contender 3</em>, <em>Rush Hour 3</em> and the <em>X-Games</em> – to name a few.”
Migdal added, “Down the road, we expect demand for HD offline codecs like DNxHD 36 to explode. By working with higher image quality, editors have a better approximation of their final deliverable, which translates into more creative control and time savings in the editing suite. Additionally, as acquisition with 2K and 4K cameras becomes more practical, HD will become the natural proxy for those resolutions. We expect AvidDNxHD to play a key role in enabling HD workflows across the post pipeline by managing file size and substantially lowering storage costs. With this in mind, all of our Media Composer Adrenaline systems are outfitted with the DNxcel card for DNxHD encoding, and these systems now account for about half of our Avid offline rental fleet.”
Jeff Krueger, director of operations, Western and Southern U.S. for Avid, said, “LA Digital is known for delivering clients excellent technical expertise and service. With a high-profile client roster, it is one of the most respected rental facilities in the business. As industry demand for HD offline continues to grow, we are pleased to see LA Digital embrace Media Composer Adrenaline as the solution of choice to help clients meet deadlines more efficiently and deliver the best end product possible.”
For more information about Media Composer Adrenaline version 2.7 on Mac or Windows, visit Avid’s adrenaline <a href="http://www.avid.com/adrenaline">web site</a>.
<font size=1>Source: Avid press release</font>