Jeff Edson talks about Assimilate Scratch/Kinefinity camera bundle

Last week Assimilate announced a partnership with the Chinese camera company Kinefinity, which, says the company, provides a digital filmmaking path from on-set production to post to the high-growth Chinese marketplace, where Kinefinity has a large foothold.

Assimilate says this collaboration offers Chinese filmmakers an all-in-one solution for 2D/3D productions, from image capture with a high-resolution Kinefinity camera (4K, 6K) — which uses the KineRaw codec — to using Scratch tools for on-set data management and dailies and post, including conform, color grading, versioning, compositing, finishing and mastering. A key component of the partnership is the commitment to provide localized tutorials and technical support to the Chinese market.

The partnership also includes Kinefinity becoming a global reseller of the Scratch product line. Kinefinity is now offering a Kinefinity-Scratch bundle for new customers… worldwide. If someone buys a KineMini 4K or KineMax 6K camera, they receive one Scratch product license (a one-year subscription) for free. Kinefinity is also offering current Kinefinity camera owners special pricing for the purchase of Scratch.

In addition, Kinefinity is offering all of their camera customers the ability to acquire further Scratch licenses at a discounted price. (Without the discount, the current global pricing for Scratch 8.3 is one-year rental license at $650 US and a permanent license — including first-year maintenance/support — is $3,000 US.)

Jeff Edson, and milkshake

Jeff Edson, and a milkshake.

On the heels of this announcement we reached out to Assimilate CEO Jeff Edson to find out more.

Your announcement about this partnership emphasized the Chinese market, but you also mention these bundles are available worldwide. Are Kinefinity cameras only available in China?
No, the cameras are available worldwide. Kinefinity is building their channels outside of China, and have a reseller in Europe. But  this is clearly important to Assimilate from the standpoint of the Chinese market. For us this is a key partnership for that market: a localization and local support partner, etc.

In what other countries do you expect this bundle to play a big role?
With the number of digital cameras that keep coming to market — each one with their own set of unique offerings — we see more and more people who are camera neutral. Shooters are trying everything new that comes along, all in the name of creating the best images they can. I think that it is key for all cameras to be honest — a workflow that goes along with their cameras.

We see almost all cinema cameras providing some tool to get people from camera to some point in the post workflow. With the rate at which new technology comes to market, to keep this from becoming all about technology and focused on creating great stories, these kinds of bundles are important, in my opinion.

What are the benefits of this particular bundle for filmmakers? Is it only for the high-end or anyone shooting on any camera?
Kinefinity has a 4K Mini as well as their 6K high-end cameras. I talked a bit about the importance of these kinds of bundles with new cameras and, to be honest, the ability to deliver this kind of bundle helps with the deployment/use/success of using new cameras…so I  believe the target is everyone.

Can you walk us through the workflow benefits of this bundle?
It provides the kind of camera-to-dailies controls/workflow that is key to developing on-set looks and then takes it seamlessly to post and finishing, As you know, Scratch is used worldwide in all parts of the workflow, from on-set to finishing and everything in between. This provides filmmakers the ability to shoot with these new cameras and work in ways they are used to, focusing on the imagery as opposed to technology.

Can users expect other types of bundles like this with other camera makers?
Time will tell…there have been these kinds of conversations with camera vendors for years. For example, our relationship with Red started from day one. They did not bundle, but certainly promoted with us closely.

We have done some special promotions regionally with Sony, specifically in Latin America. It is not a bundle, per se, but it is a very aggressive offering with their F55/F65 cameras in that region. This was also done with Sony in the EMEA market.

At the channel level we have done a bundle with AJA Kona4/Io 4K products (via B&H) as well as announced a bundle with Bluefish444 with their 4K Neutron product. I believe that as all parts of the technology move ahead for 4K and beyond, focusing on workflow is more important than the pieces.

Anything I haven’t asked that you would like to add or elaborate on?
As you know from our history, Assimilate has always been on the front edge of technology in our markets, and the same is true with VR now. This is a market that screams for partnerships between the camera world and tools for finishing.

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