Video Essentials

Avid Offers Switcher Price for Unhappy Final Cut Editors

Several companies seem to be profiting from Apple’s decision to radically change Final Cut to Final Cut Pro X. Count Adobe and Avid among them.

Avid has just announced that, starting in October, it will offer a permanent discounted price for professional editors who want to transition from one of the pre-Final Cut Pro X versions of the suite to Media Composer. Adobe, as this site has noted, began luring unhappy Final Cut professionals with an Adobe Premiere discount soon after the latest version was released.

The offer from Avid actually marks that company’s second discount on Media Composer. It’s currently running a promotion that lets Final Cut Pro users who have a pre-FCPX version switch to Media Composer for $995. That’s a big savings off the $2,295 download and $2,495 boxed copy price.

That discount ends at the end of this month. Because of the response it’s getting, Avid will introduce a switcher price of $1,449 beginning October, 1, with no ending date.

To help make the transition as smooth as possible, Avid is offering free online training with both promotions.

“We’ve heard from many Final Cut Pro users as they are evaluating professional-level editing systems, and they’re concluding that the best choice is Media Composer. By introducing this ongoing crossgrade offer, Mac OS users have access to the most established, powerful, and versatile editing solution in the market today,” says Chris Gahagan, senior vice president of products and solutions for Avid. “We strive to be the most responsive to our customers’ needs and will continue to deliver the solutions that offer them the choice, flexibility, and capabilities to support their demanding production requirements.”

Apple itself has run switcher campaigns for years, luring Windows users to the Mac operating system. Now that Apple has introduced a version of Final Cut that many professionals find unsuitable for their work, thanks to missing features like multicamera editing and the inability to work with Final Cut Pro 7 projects, other companies are moving in.

Editors who know they want to leave the Apple workflow should try to upgrade by the end of the month for the best price, but even if they decide later Avid will have a good deal for them.


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