Hollywood DI™ Together with Avid® Technology, Inc., Blackmagic Design™ Pty. Ltd and Sony Electronics Will Provide a Technology Preview of an Efficient and Cost-effective Workflow for Sony SR® Codec Digital Content at the SMPTE 2011 Annual Technical Conference and Exhibition in Los Angeles

Oct 22, 2011, 20:51 ET from Hollywood DI

LOS ANGELES, Oct. 22, 2011 /PRNewswire/ -- Hollywood DI, a leading Hollywood post-house and developer of file-based workflows for digital content creators announces that at the 2011 SMPTE (Society of Motion Picture and Television Engineers) Technical Conference and Exhibition they will conduct a technology preview of the interchange of SR Codec footage between Avid Media Composer and Blackmagic Design DaVinci Resolve. The demonstration footage was shot on Sony's F65 CineAlta™ camera and converted to the SR Codec using the SRMASTER™ Recording system.

Satoshi Kanemura, Vice President of Sony Electronics' Beyond HD Solutions Group, is pleased with the way the systems handle the SR workflow. "Sony's new open approach to working with strategic alliances to develop software solutions that can deal easily with the SR Codec workflow is progressing well," said Kanemura. "Companies like Avid, Blackmagic Design and Hollywood DI are taking our SDK (Software Development Kit) and SR codecs and testing them in a production environment. Already we can see that the workflows they are developing are efficient and elegant."

Neil Smith, Managing Director of Hollywood DI, commented that, "For a modern post-house like Hollywood DI that specializes in file-based workflow for filmmakers and TV shows, it's imperative that we find the most robust and cost-effective tools to deliver our editing, color correction and finishing services," said Smith. "Using Avid Media Composer for editing and conforming projects in conjunction with DaVinci Resolve for color correction has proven to be a winning combination. The two software platforms tie in with our FLOworks methodology of a Flexible, Lean and Open workflow for digital content creation and finishing."

Vincent Maza, Worldwide Marketing Manager for Avid Post Production services is a strong advocate of the standards approach to technology integration. "Avid is a strong supporter of both the Sony technology and the wider creative community and being able to handle the F65 and F3 footage by using .mxf and AMA means that editors can quickly ingest the Sony footage and start editing almost immediately."

Peter Chamberlain, DaVinci Resolve Product Manager for Blackmagic Design, said: "We are very excited to be supporting the Sony SR codec natively within Resolve and to show the seamless round tripping between Resolve, Media Composer and the Sony F65 at SMPTE."

Peter Crithary, Marketing Manager, Production for Sony Electronics' Professional Solutions of America, has been working closely with Avid, Blackmagic Design and Hollywood DI to ensure that Sony's CineAlta cameras and SR Production Platform can be easily incorporated into file-based workflows. "In the transition to file-based workflows for our F3 and the soon to be released F65 cameras we have listened carefully to the demands and needs of the filmmaking community. Post-houses like Hollywood DI are already proving that footage captured on the Sony F3 or F65 cameras can be easily ingested into an Avid and DaVinci finishing pipeline to produce beautifully graded imagery."

HOLLYWOOD DI will be conducting the technology preview in booth #116 in the SMPTE Exhibition Hall.

Visit www.hollywooddi.com for more information.

Visit www.avid.com for more information.

Visit www.blackmagic-design.com for more information on DaVinci Resolve.

Visit www.sony.com/35mm for more information on the CineAlta range of cameras and accessories.

Visit www.smpte.org for more information on the 2011 SMPTE Technical Conference.

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Contact:  Kalani Leon
Title:  Marketing Communication Manager, Hollywood DI
Tel:  323 850 3550
E-mail:  kalani@hollywooddi.com

SOURCE Hollywood DI