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Cow News DroidNews: Boris FX and GenArts Announce Significant Merger of Industry-Leading Visual Effects Software Companies
by on Sep 9, 2016 at 4:24:02 am

Plug-in leader Boris FX acquires Sapphire tools and team to become the powerhouse in post-production software industry

(Boston, MA--September 9, 2016) Boris FX™, the leader in integrated VFX and workflow solutions for video and film, has signed a definitive agreement to acquire GenArts Inc., developers of premium special effects plug-ins. GenArts’ renowned flagship product, Sapphire™, is a gold standard for high-end visual effects creation at leading film studios and broadcast facilities around the world.

Since 1996, Sapphire effects have been used in at least one of each year’s VFX Oscar-nominated films, and numerous award-winning television shows. Sapphire will continue to be developed and sold in its current form alongside flagship products Boris Continuum Complete™ (BCC) andmocha Pro™, creating the industry’s most powerful complement to applications from Adobe, Apple, Avid, Autodesk, Blackmagic Design and others.

The acquisition is part of Boris FX founder Boris Yamnitsky’s aggressive growth strategy. Boris FX most recently acquired Imagineer Systems, the UK-based developer ofmocha: Academy Award-winning planar tracking tools.

“We are excited to announce this strategic merger and welcome the Sapphire team to the Boris FX/Imagineer group,” says Yamnitsky. “This acquisition makes Boris FX uniquely positioned to serve editors and effects artists with the industry’s leading tools for motion graphics, broadcast design, visual effects, image restoration, motion tracking and finishing — all under one roof. Sapphire’s exceptional suite of creative plug-ins has been used to design many of the last decades’ most memorable film images. Sapphireperfectly complements BCC and mocha as essential tools for professional VFX and we look forward to serving Sapphire’s extremely accomplished users.”



“Equally impressive is the team behind the technology,” continues Yamnitsky. “Key GenArts staff from engineering, sales, marketing and support will join our Boston office to ensure the smoothest transition for customers. Our shared goal is to serve our combined customer base with useful new tools and the highest quality training and technical support.”

The Sapphire team agrees on the value the merger will bring to the industry. "I'm excited about what a combined Boris FX/Imagineer/GenArts company can create," states Gary Oberbrunner, Chief Scientist and VP of Engineering at GenArts. “We are impressed with the collaborative integration of mocha technology in the recent BCC 10 release and look forward to exploring similar technology sharing and product improvement opportunities." Oberbrunner continues, "All of us share a passion for innovation, quality and creativity. Combining resources and knowledge, and working with our amazing customers, will enable us not just to continue the pace of innovation we've had separately, but to move even faster, creating entirely new effects, tools and combinations to delight our users.” Oberbrunner will now join the Boris FX senior management team as Chief Technical Officer for the combined group.

Longtime users of Continuum Complete and Sapphire are now sharing positive first impressions of the announcement:

Seth Buncher, Senior Finishing Editor at NYC’s Post Factory, recently completed the color grading and finishing on ESPN’s acclaimed mini-series “O.J.: Made in America.” According to Buncher, “BCC and Sapphire have been part of my finishing tools for over 10 years. I use Sapphire to create unique looks and BCC’s image restoration tools to help salvage and fix problematic footage. Both packages are essential to my finishing workflow on Avid Symphony and DaVinci Resolve, so learning that my favorite plug-in developers are joining forces is exciting news. I look forward to more BCC/Sapphire/mocha developments in the future.”

Yuhei Ogawa, longtime Sapphire user and current editor at Trailer Park in Hollywood, is thrilled at the announcement and all future collaborative possibilities. “Boris, Imagineer and GenArts joining forces is a colossal move for the post-production industry. Here at Trailer Park, we use all three products on a regular basis and they are a big part of our success. I can’t wait to see what the future holds for this new plug-in powerhouse."

Attendees visiting the IBC tradeshow in Amsterdam will have the opportunity to meet with teams from both GenArts and Boris FX and preview the latest new products and technology for professional post-production. Boris FX/Imagineer can be found at Booth 7.K29 and GenArts at Booth 7.J05.

# # #

About Boris FX
Founded in 1995, Boris FX is a leading developer of VFX, compositing, titling, video editing, and workflow tools for broadcast, post-production, and film professionals. Boris FX products have grown to serve over a million artists worldwide. The company's success lies in its ability to tightly integrate and leverage technologies through strong partnerships with Adobe, Apple, Avid, Grass Valley, Nexidia, Sony, Quantel, and other leading developers of video editing software.

About GenArts, Inc.
GenArts, Inc. has been a leading global provider in specialized visual effects software for industry standard editing and compositing solutions since 1996. Its flagship product,Sapphire, has become the standard for high-end visual effects creation at leading studio, broadcast, and post-production facilities of all sizes around the world.

About Imagineer Systems
Imagineer Systems Ltd is the Academy Award-winning developer of visual effects solutions for film, video and broadcast post-production markets. Imagineer Systems has made its mark on such marquee Hollywood blockbuster productions as "Star Wars: The Force Awakens" and the "Harry Potter" series. Imagineer's flagship product is mocha Pro: the planar tracking, masking and removal utility. Imagineer Systems was founded in 2000 and its headquarters is located in Guildford, United Kingdom.

All trademarks used herein, whether recognized or not, are the properties of their respective companies.



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David MathisRe: News: Boris FX and GenArts Announce Significant Merger of Industry-Leading Visual Effects Software Companies
by on Sep 9, 2016 at 10:30:12 am

I hope that Sapphire will be supported in FCPX at some point.


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Craig SeemanRe: News: Boris FX and GenArts Announce Significant Merger of Industry-Leading Visual Effects Software Companies
by on Sep 9, 2016 at 2:55:42 pm

[David Mathis] "I hope that Sapphire will be supported in FCPX at some point."

There was Sapphire Edge for a bit and, at the time, I asked they said that full Sapphire compatibility was on the roadmap.
I'll add that the folks at Boris aren't big fans of FCPX. I was told their Continuum Complete plugins don't sell well in that market.



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Duke SwedenRe: News: Boris FX and GenArts Announce Significant Merger of Industry-Leading Visual Effects Software Companies
by on Sep 9, 2016 at 1:52:17 pm

Or that Genarts will finally make Monsters GT CC 2015 compatible. I mean, it's been over a year now.


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Walter Soyka@Duke Sweden
by on Sep 10, 2016 at 10:36:35 am

Sorry, Duke, but GenArts discontinued Monsters GT a couple weeks ago. I miss it, too.

Walter Soyka
Designer & Mad Scientist at Keen Live [link]
Motion Graphics, Widescreen Events, Presentation Design, and Consulting
@keenlive [twitter]   |   RenderBreak [blog]   |   Profile [LinkedIn]


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Craig SeemanRe: News: Boris FX and GenArts Announce Significant Merger of Industry-Leading Visual Effects Software Companies
by on Sep 9, 2016 at 3:17:32 pm

Elsewhere I just spotted this when Boris was asked, "...but suggested that the average FCPX user wasn't their target market."



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Bret WilliamsRe: News: Boris FX and GenArts Announce Significant Merger of Industry-Leading Visual Effects Software Companies
by on Sep 9, 2016 at 6:02:10 pm

Could it be that both seem ridiculously overpriced in a market where there's been a groundswell of inexpensive and free plugins produced by small companies and individuals with nothing but a $50 copy of Motion?

Makes me wonder if some of these big hitters have lobbied Adobe not to create the same environment with AE.

_______________________________________________________________________
http://BretFX.com Plugins & Templates for FCP X Editors & Motion Graphics Artists


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Walter Soyka@Bret William
by on Sep 10, 2016 at 10:46:37 am

[Bret Williams] "Could it be that both seem ridiculously overpriced in a market where there's been a groundswell of inexpensive and free plugins produced by small companies and individuals with nothing but a $50 copy of Motion?"

I know it's heresy around these parts, but I have always thought that Continuum Complete and Sapphire were actually fairly priced for the value they provide. I think the groundswell of inexpensive and free plugins are underpriced.

Professional software development costs money -- especially when you're providing a large number of tools, supporting multiple hosts which are all under constant development themselves, and taking risks building innovative tools like Builder. I want the companies that build creative tools for users like me to thrive, because I think I'll be better off in the long run if they do.

Walter Soyka
Designer & Mad Scientist at Keen Live [link]
Motion Graphics, Widescreen Events, Presentation Design, and Consulting
@keenlive [twitter]   |   RenderBreak [blog]   |   Profile [LinkedIn]


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Herb SevushRe: News: Boris FX and GenArts Announce Significant Merger of Industry-Leading Visual Effects Software Companies
by on Sep 9, 2016 at 6:15:10 pm

"Could it be that both seem ridiculously overpriced in a market where there's been a groundswell of inexpensive and free plugins ?"

I would think this is it. The FCPX crowd demands everything be free/cheap and is incapable of supporting products like Saphire - which leaves them excluded from some great tools. Software is only overpriced if you can get something equivalent for less.

Herb Sevush
Zebra Productions
---------------------------
nothin' attached to nothin'
"Deciding the spine is the process of editing" F. Bieberkopf


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Tim WilsonRe: News: Boris FX and GenArts Announce Significant Merger of Industry-Leading Visual Effects Software Companies
by on Sep 9, 2016 at 6:35:56 pm

"The FCPX crowd demands everything be free/cheap and is incapable of supporting products like Saphire - which leaves them excluded from some great tools. "

Yes, it's not Boris has any lack of love for FCPX. The pioneering work that spun off into FX Factory began at Boris FX. I was there at the same time as Gabriele de Simone, and when he went off to start Noise Industries, I moved out of my cubicle into his lovely office. LOL

He's never met an NLE he didn't love -- he was supporting 24 of them when I was there; adding the brand new Sonic Foundry Vegas was one of my own projects -- but it's inevitable that he focuses on the markets that are paying him.

The merger with his cross-river friendly rivals (Boris in Boston, GenArts in Cambridge) has everything to do with Avid and Autodesk (both of them vivid and vital customer bases), as well as After Effects, whose customers have been used to spending money on plug-ins for over 20 years.

It's also going to be a big deal for OFX clients, including Resolve and Fusion, since GenArts was a founder member of the OpenFX coalition, and Boris happily joined in a few years back.

Boris and I have exchanged a couple of emails, and I'll definitely be following up with a major interview when he gets back to town. My years working for him are among my happiest professional memories, and I'm really thrilled for him.

I'll close with an observation I've made many times that the whole idea of competition in this industry is way WAY overrated. Boris plugs into so many applications and multiple platforms that it was very easy for us to have full visibility into how many people owned multiple apps and platforms.

We also saw that the overwhelming majority of our customers owned multiple plug-in packages. We LOVED Sapphire customers, because Boris cost so much less and did some significant things that Sapphire didn't. So rather than treat GenArts as competition, it was often just as easy to treat them as creating prospects for us. Much pleasanter, too. A great bunch of folks there.

Anyway, very cool stuff. Looking forward to talking more about it once some more dust settles.


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Oliver PetersRe: News: Boris FX and GenArts Announce Significant Merger of Industry-Leading Visual Effects Software Companies
by on Sep 9, 2016 at 11:35:28 pm

Making plug-ins from scratch for FCPX is a huge PITA for developers. They have to make something that works in Motion and then turn that into a Motion template. In the case of Boris, this also mean making it look and act like the comparable version of the effect works and looks like in other hosts. Meaning - a BCC10 effect in FCPX/Motion should be very similar to its equivalent filter in AE for example. Thus they lag behind on FCPX deployment whenever a new version comes out. And of course, then there's the price differential.

In addition, I haven't seen where any of the traditional third party folks are getting the same level of performance with FCPX as they do with other hosts like AE and PPro. Not to mention, the native filters performance quite well and offer an extensive playground.

So, with this level of consolidation going on, who's left? Red Giant and Video Co-pilot? I don't put FxFactory in this same group since they have a different structure working with a number of independent partner/developers.

- Oliver

Oliver Peters Post Production Services, LLC
Orlando, FL
http://www.oliverpeters.com


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Michael GissingRe: News: Boris FX and GenArts Announce Significant Merger of Industry-Leading Visual Effects Software Companies
by on Sep 12, 2016 at 4:57:13 am

I'm liking the current merger season. I've opted for Boris CC10 OFX for Resolve and I agree with Walter that they are not overpriced. I also have Red Giant Universe and hope that GenArts will start to turn up as part of Continuum. Makes for a very powerful and versatile finishing tool.


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