LIBRARY: Tutorials Reviews Interviews Editorials Features Business Authors RSS Feed

ASSIMILATE Opens Online Store

CreativeCOW presents ASSIMILATE Opens Online Store -- Assimilate Scratch Feature


CreativeCOW.net. All rights reserved.


Today, on October 25th, 2011, ASSIMILATE opened the door to the new online ASSIMILATE Store, which offers an ecosystem of tools surrounding the company's SCRATCH Lab workflow for production and VFX dailies, as well as the entire SCRATCH product line. Users will have the opportunity to test out SCRATCH Lab before purchasing it, all on the site. Also available for purchase will be third party software and hardware accessories that support SCRATCH products. SCRATCH Lab and SCRATCH Six will continue to be sold via the company's resellers worldwide.

Jeff Edson, ASSIMILATE CEO
Jeff Edson, ASSIMILATE CEO
"An online store has always been part of the rollout plan," says ASSIMILATE CEO Jeff Edson. "The web store is one building block, not only for selling, marketing, and promoting but also a vehicle for people to have easy access to evaluate the technology as well."

The ASSIMILATE Store is divided into four categories: ASSIMILATE software; third-party software; third-party hardware accessories; and ASSIMILATE logo merchandise. The company has partnered with several leading technology vendors for the new portal, which enables users to purchase and download SCRATCH Lab and extend their capabilities into DI color grading, 3D stereo, VFX, on-location and post production workflows, subtitling and image restoration.

Among the third-party partners supporting the SCRATCH platform, 3ality Technica, GenArts, RE:Vision Effects, 4K Co. Ltd, HS-Art, Calibrated Software and Tangent will offer products on the ASSIMILATE portal. Several third-party products are exclusive to the ASSIMILATE Store. For the fans, ASSIMILATE-branded merchandise such as T-shirts and stickers are also available.

Edson notes that one impetus that compelled ASSIMILATE to launch the store was the appearance of a new group of customers: DITs (Digital Image Technicians). "There's been a lot of demand for ASSIMILATE Lab among DITs," he says. "We suspected Lab would get to the DITs through the post and rental market, and I still think the rental market will be a driving vehicle for a product like Lab. But because of the price point, there's been a significant demand from DITs directly. It's been their tool of choice as they go to their projects.

As traction from DITs and other new customers increases, ASSIMILATE found the need to have a process "for people to access, evaluate and acquire in the marketplace," without waiting to talk to a human being. "This is a customer base whose buying habits have a faster cycle," says Edson. "Once they're on a project and need a new tool, they have only a couple of days to decide and get it installed."


ASSIMILATE store screen shot
The ASSIMILATE store front interface


The portal also serves as a site for developers to create new tools that could give them a direct route to the market. "The key there is that we intend to promote and continue to promote heavily SCRATCH as a development platform for the best brightest out there writing tools in our field," explains Edson, who notes that ASSIMILATE was one of the founding members of the Open GL effects group that started two years ago. "We're providing not just an Open API they can write to but the means to distribute their technology out to the marketplace without building their own portal or marketing arm."


Products available on the ASSIMILATE Store include:
ASSIMILATE's SCRATCH Lab is available immediately on Windows/Mac OSX as a download or for purchase. A new free trial version will be available in November 2011. Priced at $4,995, SCRATCH Lab is an end-to-end digital system for the review, QC, color grading, conform and deliverables of dailies created during production, or during the VFX process for 2D 3D stereo projects up to 5K resolution and beyond.

3ality Technica's 3Play Pro S, which is exclusive to the ASSIMILATE Store, is a professional stereoscopic monitoring system for post facilities, enabling playback/review of full resolution HD stereo material on a range of monitors from a single device. It can be used as a preview system for facilities with 3D projection theaters, or as the primary stereo-playback solution when used with SCRATCH.

4K Co. Ltd.'s UnicodeText Asian Language Subtitle plug-in
, also exclusive to the ASSIMILATE Store, provides Chinese, Japanese, English and Korean language subtitles to any media in SCRATCH or SCRATCH Lab.

Calibrated Software's Calibrated{Q} components
allow SCRATCH and SCRATCH Lab to import XDCAM EX .MP4 files and DVCProHD, XDCAM HD/EX and HDV .MOV files.

GenArts' Sapphire & Monsters GT plug-ins for SCRATCH and SCRATCH Lab, offered at reduced prices from $2,499 to $1,699 USD, includes organic glows, edge rays, lightning, film effects and more. Monsters GT provides over 50 VFX plug-ins, including physics-based particles, fluids, fire, smoke and other natural phenomena, time-based feedback effects, and other artistic effects.

HS-Art's PixelBuster plug-in, another exclusive to the ASSIMILATE Store, is a new, easy-to-use solution to quickly fix single image defects, such as dust spots, scratches and bad splices. Based on DustBuster+ and priced at $999, PixelBuster includes a more interactive toolset with automatic filters for image restoration. The full DustBuster+ restoration product is also available at the Store for $8,000.

RE:Vision Effects' Twixtor, DE:Noise & ReelSmart MotionBlur plug-ins received an Academy Award for Technical Achievement in 2006, for their variety of effects: Twixtor shot re-timer, DE:Noise for image-noise reduction, and ReelSmart Motion Blur for the addition of more-natural motion blur.

Tangent's CP200, Wave & Element Control Panels are a range of control surfaces for many software-based color grading systems. SCRATCH and Lab both support the CP200, Wave as well as the upcoming Element panels.

By opening not simply an online store but an online ecosystem, ASSIMILATE is creating a win-win for its technology partners and users. What technology company wouldn't like another online venue to sell hardware and software, especially to a potentially new customer base? ASSIMILATE's stated intent to create the store as a development platform is an ambitious next step. It will be interesting to see whether their bet that developers will find the platform a good place to build and launch comes to fruition. If so, ASSIMILATE may well have launched a new twist on the online store model.









Related Articles / Tutorials:
Assimilate Scratch
Prime Focus on Power & Flexibility

Prime Focus on Power & Flexibility

SCRATCH Lab integrates with high-end VFX, grading and compositing systems at Prime Focus UK, with features missing from much higher cost systems.

Feature, People / Interview
Michael Wrightson
Assimilate Scratch
Heroes of RAW Workflow

Heroes of RAW Workflow

Santa Monica’s Local Hero Post are using ASSIMILATE SCRATCH to change the future of RAW file-based workflows.

Feature
Leandro Marini
Recent Articles / Tutorials:
Broadcasting
Westdoc Online interview with National Geographic Channel's VP of Development, Charlie Parsons

Westdoc Online interview with National Geographic Channel's VP of Development, Charlie Parsons

Charlie Parsons is Vice President of Development for the National Geographic Channel, responsible for developing new projects, discovering new talent and serving as one of the network’s main points of contact for the global production community. Since joining the Channel in 2010, Parsons has developed popular series “Doomsday Preppers”, “Inside Combat Rescue”, “Mars” and “One Strange Rock”, as well as the global natural history event “Earth Live”. He developed the Emmy Award winning Special “Space Dive”,as well as the Emmy Award winning feature doc “LA 92”. He also served as an Executive Producer on the network’s most watched program in history, the Emmy nominated three-hour movie event “Killing Jesus”, as well as the second and third most watched programs, “Killing Kennedy”??"also Emmy nominated for Outstanding Television Movie??"and “Killing Lincoln”, respectively.

Editorial, Feature, People / Interview
Chuck Braverman
NAB Show
Avid, Adobe, Blackmagic: Talking With Titans at NAB 2018

Avid, Adobe, Blackmagic: Talking With Titans at NAB 2018

As much as each year's NAB Show is about what's completely new, it's about hearing what's new from the industry's most enduring companies. Creative COW Contributing Editor Hillary Lewis sat down with representatives from three of the biggest titan companies in production and post -- Avid's David Colantuoni, Adobe's Laura Williams Argilla, and Blackmagic Design's Dan May -- to discuss the thought process behind their releases, what people might overlook, and their outlooks on the future of the industry.


Hillary Lewis
Adobe After Effects
Fancy Title Animations In Adobe After Effects -- FAST!

Fancy Title Animations In Adobe After Effects -- FAST!

Follow along as VFX guru Tobias Gleissenberger shows you how how to quickly create professional-looking animated text elements using the free presets that are included with Adobe After Effects, customizing them to suit your needs. Tobias will also show you how to apply masks to your text layers to have them appear from behind other elements.

Tutorial
Tobias Gleissenberger
Art of the Edit
Editing Marvel's Black Panther: Debbie Berman ACE

Editing Marvel's Black Panther: Debbie Berman ACE

This is an epic tale spanning two decades, three countries, 12,000 miles -- and that's just the story of Debbie Berman, ACE, starting in reality TV and indie film in South Africa, making her way to Canada and then the US to edit Marvel's Spider-man: Homecoming and, most recently, Black Panther, already one of the most popular films of all time. In this exclusive interview with Creative COW Managing Editor Kylee Peña, Debbie talks about struggling toward US citizenship, a serendipitous meeting with an ambitious young director, helping to bring representation to the big screen and pride to her home country.

People / Interview
Kylee Peña
Cinematography
Get The Shot Without Getting Shot: Adventures in Stock Video

Get The Shot Without Getting Shot: Adventures in Stock Video

Rick Ray of DVArchive has traveled the world, lived in a Buddhist monastery in Thailand, played ragtime piano for money in Australian bars, and both been arrested in Ethiopa and recruited those same police to be in his videos the very next day. In his NAB Show presentation for Adobe Stock, Rick gets specific about how to make real money in stock video following your passion around the world, what kind of equipment to choose and avoid, and yes, some advice about talking your way out of trouble.


Cow News
NAB Show
Pure Mission: NAB 2018 Highlights for Video Creatives

Pure Mission: NAB 2018 Highlights for Video Creatives

Everyone who attended NAB this year was on a mission. A mission to create the best content, a mission to deliver content to the right audience, a mission to produce great films for device and theatre viewing. We'll start by discussing some of the best solutions for some of the creative people we know - shooters, production/post folks. And there was plenty of new products, new services, new features announced at the show to get a filmmakers motor running this year. And again SuperMeet was fun, insane and informative. Shoot it, produce it, store it. Then? Sell it. It's all good and getting better!


Andy Marken
NAB Show
NAB 2018: Journey, Connections, and Life-Changing Takeaways

NAB 2018: Journey, Connections, and Life-Changing Takeaways

Many people say that the best thing about the NAB Show is the people, but then their NAB conversations are mostly about products. Thanks to a grant from the Blue Collar Post Collective, longtime Creative COW member, editor, licensed drone operator, podcaster and videographer Hannah Byars-Walker set out to build an NAB experience not around this year's gear, but around the people she'd meet who could change the course of her career, if not her life. This is her inspiring story of what happened next.


Hannah Byars-Walker
Cinematography
Go Creative Show: The Cinematography of A Quiet Place

Go Creative Show: The Cinematography of A Quiet Place

Charlotte Bruus Christensen is the Danish cinematographer behind the lens of the horrifying and beautifully shot film A Quiet Place. Charlotte joins commercial director and Go Creative Show host Ben Consoli to discuss the camera, lighting, and lensing choices for A Quiet Place, its unique sound design and how show created its horrifying yet warm look.


Ben Consoli
MORE
© 2018 CreativeCOW.net All Rights Reserved
[TOP]