Posts Tagged ‘Red camera’

ASSIMILATE Realizes Record Sales of SCRATCH into RED Workflows in 2010

January 11, 2011 Leave a comment

Key Code Media is proud to relay the latest information from Assimilate. Although there were two recent shifts within Assimilate where Tony and Lucas both left to pursue career changes, Assimilate quickly secured new employees and with the strong growth, we foresee a great year helping our clients invest in Scratch and RED workflows.

Latest SCRATCH Version Includes Support for RMD, REDGamma2, and REDColor

January 11, 2011, Santa Clara, CA, USA – ASSIMILATE (, a leading provider of powerful post-production tools for digital workflows, today underscored its long-term leadership in supporting 4K set-to-post workflows for RED Digital Cinema camera systems, with the announcement that it realized a 40 percent year-over-year increase of SCRATCH® sales into RED features, commercials, broadcast and music video projects.

The company also experienced record revenue for SCRATCH sales in 2010. New features harnessing the power of SCRATCH include director John Cameron Mitchell’s Rabbit Hole, starring Nicole Kidman, and director Doug Liman’s Fair Game, starring Naomi Watts and Sean Penn. Post production for both films was done by Offhollywood (NYC).

ASSIMILATE maintained its tradition of spearheading support for native RED digital workflows, with the recent v5.2 update to SCRATCH, which supports new technologies including REDColor2, REDGamma2, RED Meta Data (RMD), and is available free to SCRATCH users under maintenance.

“The great thing about SCRATCH is that it always evolves so rapidly when RED changes,” said Arnaud Paris, co-founder and stereographer, Sysmic Films in France. “ASSIMILATE is always the first to react, while others can take weeks or months. Others may claim they have the same workflow, but it’s just not the case.”

With the imminent release of RED’s new Epic camera, ASSIMILATE has already begun working with 5K test footage shot by the first RED Epic users, including New York-based OffHollywood. ASSIMILATE will ship SCRATCH with full Epic support when RED makes the final SDK available.

“The ASSIMILATE team is to be applauded for continually blazing the trail with RED, and for making SCRATCH workflows ready so quickly for early adopters,” said Mark Pederson, CTO and co-founder, Offhollywood. “SCRATCH gives us an extremely rich toolset that smoothly handles any RED footage and metadata. We look forward to the same rock solid support for Epic.”

SCRATCH is the industry’s most comprehensive, high-performance digital cinema and broadcast imaging tool for dailies, conforming, color grading and finishing. Resolution independent, SCRATCH supports native RED 4K, RED MX, RED MX-3D, and ALEXA ARRIRAW, as well as 3D, HD/SD, DPX, AVID MXF, film, or any mix of formats. The SCRATCH v5.2 robust core feature set includes data management, review/playback, conform/editorial, dailies, color grading, compositing, finishing, and final mastering to virtually any format, including DCP.

Jeff Edson, CEO, ASSIMILATE, stated, “SCRATCH is a mature, battle-tested tool suite, with an esteemed pedigree in features, videos, and commercials. Our 2010 sales achievements are a testament to the fact that hundreds of filmmakers and post houses rely on SCRATCH to maximize their creativity and productivity while working in digital workflows. We were one of the very first companies to support native RED formats and we are committed to delivering the most intuitive, stable and reliable suite of tools for the post-production of RED projects.”

ASSIMILATE, a leading force in developing digital cinema technologies, is transforming the post-production of complex imagery projects with its SCRATCH data workflow and DI tool suite. ASSIMILATE is committed to empowering the broad spectrum of creative and post-production professionals with state-of-the-art, intuitive, data-centric solutions that enable increased productivity and deliver optimal price/performance. Along with data management, SCRATCH features a robust set of DI and post tools for working in any combination of native RED 4K, RED MX and beyond, RED MX-3D, ALEXA ARRIRAW, as well as 3D, HD/SD, film, DPX, and AVID MXF. To learn more, visit or

SCRATCH v5.1 Ready to Rumble with RED Digital Cinema at NAB 2010

SCRATCH Supports MX Sensor

Santa Clara, CA – April 8, 2010 – NAB 2010

New and powerful post-production tools for RED Digital Cinema camera users are a highlight of ASSIMILATE’s roll out of its SCRATCH® v5.1 Digital Finishing Solution at NAB 2010.

With the RED Digital Camera taking the entertainment world by storm, SCRATCH v5.1 leads the industry with first support for RED MX (and beyond) cameras, such as support for multiple RED Rocket cards in a single SCRATCH system; first dual RED Rocket support for MX-R3D; and first non-RED application to support the new RED MX sensor and revised color math, with native real-time playback and adjustment of all on-camera color parameters, such as FLUT, exposure, and curves. Working easily with the native R3D files, SCRATCH streamlines the RED MX workflow and delivers a high-quality master for multiple delivery formats.

Ted Schilowitz, at RED Digital Cinema, comments, “We’ve seen a tremendous amount of success with RED projects using the SCRATCH solution for high-resolution DI finishing. ASSIMILATE was one of the very first to embrace the RED workflow, and SCRATCH v5.1 continues its industry leading support for real-time RED MX and MX-3D workflows, enriching its feature set to bring out the best in native RED R3D material.”

Mark L. Pederson, Offhollywood CTO and co-founder, notes, “We got on board with RED and SCRATCH as early adopters. It was clear to us that an all-data post workflow is the future of films, TV, and commercials.  We chose SCRATCH for its streamlined workflow, stability, data management tools, and real-time color grading and finishing for HD, 2K, and 4K. It’s the ideal tool for working with native RED R3D files, and especially RED MX-3D. The ASSIMILATE guys are continually updating the features within SCRATCH, so it remains a rock-solid tool and very relevant to us for our future plans.”

SCRATCH v5.1 Demos at RED Events:

REDucation Las Vegas, April 8 – 12, Tropicana Hotel

REDucation will be 2.5 days of hands-on camera practices and 2.5 days of post-production techniques. Lucas Wilson, SCRATCH and RED demo pro, and business development manager at ASSIMILATE, will be showing the latest features and functionality of the SCRATCH-RED MX and 3D Workflows. To register and learn more about REDucation, see

REDUSER NAB 2010 Party, April 14, Tropicana Hotel, 11:00 a.m. – 11:00 p.m: ASSIMILATE’s Lucas Wilson and RED Digital Cinema’s Ted Schilowitz will present content shot using a 3D RED camera system and integrated with ASSIMILATE’s SCRATCH® Digital Finishing Solution on dual RED ROCKET decoding cards in a DI workstation provided from JMR Electronics.  The audience will be wowed by images viewed with standard polarized 3D glasses.  For more information, see

Lucas Wilson, ASSIMILATE’s Director of Business Development, notes, “RED training and user events are gatherings of enthusiastic filmmakers and creative pros who enjoy sharing their technical knowledge and creative insights.  REDucation is an incredible learning resource, and if last year is any indication, this year’s RED Day will be a knock-out. We support RED and RED users with first-to-market high-performance DI tools, and we’ll be at these events to show you how SCRATCH V5.1 can simplify your RED workflows. If you’re into RED production or post production, this is definitely the place to be.”

SCRATCH v5.1 Basics
ASSIMILATE’s SCRATCH® v5.1 Digital Process Solution™ is a streamlined, real-time, easy-to-use, cost-effective, resolution-independent, end-to-end pipeline for pre-and-post-production.  A broad spectrum of creative and post artists benefit from the bottom-line advantages of the SCRATCH digital workflow: increased speed and productivity, ability to easily experiment, high quality output to any format, and an up-tick in profits. Whether an imaging project is film (2K/4K), HD/SD, 3D, RED MX, or RED MX-3D, SCRATCH v5.1 enables your workflow of choice. SCRATCH includes a robust core feature set with real-time data management, review/playback, conform/editorial, color grading, compositing, finishing, and final mastering to any format.


During NAB 2010, ASSIMILATE will demo its SCRATCH workflows at its three demo suites located at the Renaissance Hotel (#730, 732, 739), a 3-minute walk from the LVCC south hall.  Highlights include SCRATCH 3D, RED MX-3D, and RED MX data workflows; workflows for mixed formats (film, HD/SD, data); as well as finishing and compositing. To schedule a demonstration, contact or

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Digital Vision Demo Day & Holiday Soiree Dec 9, 2009 @ Digital Vision North Hollywood

December 1, 2009 Leave a comment

Digital Vision’s Holiday Soiree

Please join us for cocktails and good cheer to toast the Holidays and the upcoming New Year.

Wednesday, December 9th 2009
4605 Lankershim Blvd. Suite #700
North Hollywood, CA 91602 

Cocktail party begins at 5:00pm
Demos will occur prior to our cocktail hour from 11:00am to 5:00pm.

See our latest software release, Nucoda Platform 2009 in semi-private demo appointments.

Our footage will showcase a Music Video color graded on Film Master by Lit Post in Hollywood. The music video features an iconic rock band from Seattle, which is debuting December 1st on iTunes. We will also showcase ‘The English Patient’ restored on Phoenix at HTV Illuminate in Los Angeles.

Choose the demonstration below that best fits your interest:Film Master

. File Based Color Correction/Finishing for Film, TV and Commercials.
– 4K Color grading
– DI and finishing
– Real time grading and online conforming of RED digital cinema projects
– File-based grading in an Avid environmentPhoenix

Restoration and Image Enhancement for Film and Television
– Standards conversion, detail enhancement, and automatic defect removal
– Conform and primary grading
– Digital remastering for film and video archive sources for all formats include 4k Digital Cinema and Blu-ray

Register to the party: 818.769.8111 or

Book a demo: 818.769.8111 or

RSVP before Friday December 4th .

Join Key Code Media @ REDucation Community Day Monday December 7, 2009

November 30, 2009 Leave a comment

Join us at LA Center Studios on

Monday December 7, 2009 at the REDucation Community Day


Come visit us to discuss your RED workflow needs with KCM tehnical experts Michael Kammes and David Sconyers for both Avid and Final Cut Pro workflows.

One-on-One discussions of your solution from capture to deliver.

 35 sponsor booths, 5 forty-five minute presentations, and an opportunity to network with hundreds of RED users.

Schedule of Presentations
12:00pm – 1:00pm / Adobe
1:00pm – 2:00pm / Digital Vision
2:00pm – 3:00pm / AJA
3:00pm – 4:00pm / Autodesk
5:00pm – 6:00pm / Assimilate


December 7, 2009 – Los Angeles, CA – REGISTER NOW – Pre Registration is FREE
(online registration closes December 3rd at 12:00 PM)

At Los Angeles Center Studio –
12:00pm – 6:30pm Doors open to the REDucation Community, students, and attendees.
Lunch will be available from In-N-Out Burger for $8.
View floorplan and exhibitor list + View the Schedule

Parking Info for Community Day Attendees Only:
General Admission parking $5 per vehicle located at:
The Athena lot – 1037 West 6th Street, Los Angeles, CA 90017
(6th Street is one way and can only be accessed heading west)


For more information visit:


Assimilate ROCKET FUEL Launch Exclusive Promotion

October 22, 2009 Leave a comment


Exclusive Promotion


Introducing Assimilate’s Rocket Fuel

Savings of up to $14,000.00 for anyone working with RED material

rocket fuel v5-9












With Rocket Fuel, you can now do the following:

  • Tape Dailies to any format: from NTSC & PAL up to dual-link 2048 x 1080
  • Screening in any format
  • QC for on-set and for post dailies
  • R3D CONFORM from Editorial EDLs
  • PAN/SCAN + OUTPUT in real time, with animated curves

and much more………………

Assimilate Rocket Fuel Promotional Bundle Includes:

  • Assimilate Rocket Fuel-nvidia Quadro 3800 SDI card, RED Rocket, SCRATCH CINE***
  • HPZ400-Intel Xeon W3540 2.93GHZ; HP 6GB RAM; HP 320 GB HDD; HP 16X DVD +-RW SuperMulti SATA 1st Drive; HP FireWire IEEE 1394a 3-Port PCI Card; Windows 7 64 BIT OS
  • Key Code Media FREE Bench Installation ($500 value)

Installation of hardware, software and testing (ask your sales representative for complete details on installation)

Total $12898.00 + sales tax

$443.39 + sales tax

(based on 36 monthly payments)

CLICK HERE TO contact your Key Code Media sales representative for more information This e-mail address is being protected from spambots, you need JavaScript enabled to view it


questions about financing? This e-mail address is being protected from spambots, you need JavaScript enabled to view it

***Scratch Cine software owners will be issued a 30 day temp license until payment arrangements have been processed.

Once payment has been made a permanent license file will be issued and can be quickly installed to prevent any delay.

This can be performed onsite and does not require any special handling of your system hardware.

This promotion will expire on November 25, 2009

subject to credit + documentation approval

lease must be signed by 11/13/09

offer may be changed or withdrawn without notice-available in the US only-all standard taxes + fees apply

Avid Announces RED support; releases version updates to editing solutions & other news

October 2, 2008 1 comment


This Channel Update contains information on the following subjects:


·          Avid signs R3D software developers kit licence agreement

·          Avid launches new RED portal on

·          Avid releases Media Composer v3.0.5, Avid Symphony v3.0.5 and Avid NewsCutter v7.0.5

·          Avid closes newmediareseller.avid website



Avid Announces RED support


Avid Technology, Inc. is today showing its commitment to supporting RED customers with a series of new initiatives designed to enhance its RED camera workflows. Firstly, Avid has signed an R3D Software Developer’s Kit (SDK) License agreement with the manufacturers of the RED camera. The establishment of a more formal relationship between the two companies signals Avid’s intention to build upon and to further streamline its current RED workflows to provide a better customer experience.


Secondly, Avid has created a new web destination: which will act as a portal to information on Avid RED workflows, relevant third party information and other RED resources. This information will shortly appear on Avid’s other country websites.


By working closely with RED, and incorporating the best third party tools currently available, Avid has already developed a solid offline and online solution for working with RED files and our partners should feel confident in promoting Avid’s workflow with RED files today. Many of Avid’s customers have already completed RED projects using Avid systems including Media Composer, Symphony and Avid DS and you find out more by viewing this press release.

Check for the most recent workflow information, additional workflow enhancers from Avid and third parties, and even more sales and end user tools. While visiting the web page sign up for automatic RED solution update notification on the web page.


The following sales and end user tools are currently available:


  • Avid/RED Workflow Guide (PDF): A comprehensive guide to moving RED files through post production using Media Composer® or Symphony®.
  • Workflow Benefits: Differentiators that set the Avid workflow apart from those offered with other editing systems.
  • Avid Resources Tab: A full library of templates, XSLT (XML) Transforms, and other handy tools developed by Avid.
  • Third Party Resources Tab: Enablers and enhancers supported by Avid’s open workflow.
  • Links to RED support and forums
  • Partner and customer email notification of Avid/RED-related updates.  


Competitive Statement
Final Cut Studio is perceived as being advantaged in RED ONE support due to native play back of QT-wrapped R3D files. In actuality there are serious limitations to the Final Cut workflow:


  • Final Cut Studio cannot play back R3D files reliably without dropping frames
  • No real-time effects supported (even dissolves)
  • Cannot render back to R3D format (system must now manage R3D and non-R3D formats)
  • Apple Color does not support R3D natively (transcode required)

The bottom line is that both Avid and Final Cut Studio systems require a transcode of RED files before true editorial can begin. When talking to customers and prospects, be sure to highlight Avid’s core strengths that Final Cut Studio can’t touch:


  • Availability of Avid DNxHD® 36 (requiring 2/3 less storage than ProRes)
  • More complete and flexible metadata tracking
  • Additional benefits listed on the Overview page at

New dot releases for Avid editing products


On 29th September 2008 Avid has introduced updated dot releases of its editing product range. These are:


  • Avid Media Composer v3.0.5
  • Avid Symphony v3.0.5
  • Avid NewsCutter v7.0.5

The principle benefit of these new releases is to introduce formal qualification of the XDCam 50 mbps format. These releases are not currently included in the boxed version of the product and are only available via the methods outlined below:


How to obtain the new versions

There are four ways that customers can obtain the new version releases:


1.      Customers with a valid Avid Assurance support contract can download the latest versions at no additional charge from the Avid Download Centre as software upgrades are a standard feature of Avid Assurance contracts.


2.      Customers without a valid Avid Assurance support contract are still entitled to download these releases if they have already purchased and registered a copy of the Media Composer v3.0 / 3.0.1, Symphony v3.0 or NewsCutter v7.0 products. They can do so by visiting the Avid update download page on


3.      Customers without a valid Avid Assurance support contract who are using earlier versions of the products (before version 3.0 / version 7.0) can either purchase an Avid Assurance contract, visit the Avid Web Store to purchase a Media Composer v3.0.5 software upgrade or contact their local reseller.


4.      However, upgrades to Symphony v3.0.5 and NewsCutter v7.0.5 are not available through the webstore and customers must buy these though the Avid reseller channel.

Road Grader Van & 4K Ninjas

September 3, 2008 Leave a comment
Evolution, revolution, rebellion – call it what you will – traditional methods of creating motion media are undergoing fundamental change. It is my quest to leverage the newest technologies to both realize the amazing efficiencies now possible and attain image quality on par with 35mm film. The key pieces are the RedOne Digital Cinema Camera and the digital post process solution offered by Assimilate’s Scratch Cine system.

The Road Grader van is a mobile implementation of a data based pipeline capable of:

– primary grading of 4K footage in real time with full quality de- bayer at 2K or 1080P using a proper control surface for lift, gamma and gain

– complete Final Cut Studio editorial system capable of creating EDLs for conform in Scratch using offline proxies that require no render time

– DPs can view their images on an eCinema color evaluation monitor in a proper viewing environment with color correction applied in real time

– real time layoff to tape via uncompressed HD-SDI in 4:4:4 or 4:2:2 color space

recently added – the ability to view images in full 10 bit space on the HP DreamColor monitor

The future is here; it’s on wheels and it can be on your set – complete with a 4K Ninja. The Road Grader van can give back control of the image to the DP and pre-digest the data from the RedOne to suit your preferred post workflow. We will also make proper backups for safety and so you can always re-master your project for future deliverables with a full 4K RAW color digital data set in hand. The efficiencies of our solution will save you more than we cost and by offering the DP such a high level of feedback so quickly it will improve the look of the project as well.

Next generation digital camera support – the 4K Ninjas and the Road Grader mobile data process solution.

Check out the Road Grader mobile van at the next Red workflow event in San Diego on September 11, 2008 @ Humphrey’s Half Moon Inn & Suites!