Frame.io’s review and collaboration platform is now available on the iPad. The company acknowledges there are times when watching dailies, evaluating VFX shots or getting a better sense of composition and color benefits from a larger display than a smartphone can offer. Enter Frame.io for iPad. They also point to the tablet’s high-resolution screen, which allows users to view “true-to-life” color.
New features include a split view, which lets users keep Frame.io in view on one side of the iPad screen while using apps like Final Draft, Slack or FaceTime on the other. There is also the ability to draw detailed annotations with Apple Pencil. Users can fine-tune stills or moving images, create illustrations, or work in Photoshop and import assets into Frame.io right on the iPad.
In addition to this latest product news, Frame.io recently received $50 million in C Series funding led by Insight Partners. The company’s co-founders and brain trust say they will use this money to keep enhancing their product and further embrace cloud-based workflows.
In talking about these types of workflows, Frame.io co-founder Emery Wells says, “It’s not so much about how the Frame.io platform will continue to develop for the cloud, but how the development of the cloud will enable new platform capabilities.” He points to 5G as an example. “We’ve watched many industries go through the cloud adoption curve, and the filmmaking industry is at the precipice of that taking off. We just haven’t been able to get data into the cloud; that’s been the big blocker. Cameras can produce anywhere from 2TB to 5TB of footage per camera, per day — that is big data. Now that gigabit connections are becoming commonplace, we can start moving the data into the cloud.”
Wells and company believe the video creation process is finally adopting the cloud. “The virtualization of post is upon us,” he reports. “There will be intense security requirements, but every signal has shown we’ve turned a corner. We’re right at the start of that adoption curve.”
He points to the recent hire of post veteran Michael Cioni, who joined the Frame.io team to oversee a new initiative the company is calling “camera-to-cloud.” Wells says the goal is to integrate Frame.io right into the camera, allowing you to shoot from camera into Frame.io — into the cloud. “This transforms the way people will work because we’re already integrated into the creative tools, which means you’re shooting right into the editing tools — Premiere, Final Cut, Resolve — making it truly camera-to-cutting room.”
Cioni agrees, but realizes there is a learning curve. “Looking back at how other industry-changing technologies have evolved into Hollywood mainstream practices, we can predict the biggest challenge will likely be in the behavior changes required to join our plan. Blanketed resistance to change can be one of society’s worst characteristics, and we expect there will be a large amount of anxiety about relying more and more on the cloud and having less and less on-prem infrastructure.”
Cioni says the company has already begun to examine the value of education so they can work with the community to help reduce anxiety by listening to their concerns. “In order to do that, it’s imperative that we are able to engage in healthy conversations about what leaning more on the cloud means to each company, each department and each individual. We agree with the MovieLabs white paper, but the opportunity lies not only within who is willing to invest in cloud infrastructure, but who is willing to work with the community and strategically deploy each new iteration all within the right timing.”