Avid announced today that it will cut the price of Media Composer by 50 percent to $2,500 and also fold Xpress Pro into Media Composer. Xpress Pro customers can upgrade to Media Composer for $495. Xpress Pro will still be available through June 1 but Avid is discontinuing support for the product. Customers who bought Media Composer after Feb 1 will receive a credit from Avid to account for the new price. In addition the student price for Media Compser has been cut to $295.

The announcement was made by Chief marketing officer Greg Estes as part of what Avid is calling its “New Thinking” campaign. In addition to the product and pricing changes, Avid also launched a new support site community.avid.com with blogs, tutorials and video exchange programs.