Now that both Avid and Apple have pulled out of NAB, what’s there for an editor to look forward at the show this spring? On the bright side, you won’t get stuck in a sea of people as soon as you enter South Hall. But if you’re a Final Cut or Avid editor, you will still find plenty at NAB 2008 that relates to your interface of choice.
Most would agree that user group shindigs held throughout the year are better places than convention show booths to connect, share and learn. Apple and Avid’s recent decisions clearly reflect this. And though at these meetings various one-off sponsors are invited to sprinkle their own unique flavors into the Kool-Aid, users call the shots, not the manufacturers. There may be no press conferences or booth events to rally the faithful at the start of the show, but Final Cut Pro customers will miss the chance to congregate with other like-minded editors at the FCPUG SuperMeet, still scheduled as planned as an after hours event in the middle of show week. There will also be plenty of training in Avid and Apple apps going on during primary show hours. Future Media Concepts, in collaboration with NAB’s Post|Production World Conference, will see to that.
Avid, too, has been slowly shifting its focus away from the booth and toward user-group gatherings and outreach at film festivals and other events. The company said last fall that it will detail in February the scope of its new plan, which will be highlighted by "a blitz of new user-community initiatives, technical support programs, highly-personalized events" and product announcements throughout the year.
Apple’s advantage away from trade shows like NAB continues to be its non-stop micro-conventions that happen daily in its retail stores. While the emphasis is surely on selling as many iPods, iPhones and computers as possible, pro users are finally getting their due. The latest Apple store that opened in New York’s trendy Meatpacking District last December features a 46-foot Genius Bar and a sun-filtered Pro Labs lounge on the top floor where anyone can sharpen their game with free, multi-week classes in Final Cut, Logic, Motion and more.
Trade shows need to evolve like everything else. Is it really so horrible that a few big guns will be missing, freeing you up to discover- and spend more time inspecting- lesser known gear and software plug-ins you might miss in a more crowded landscape? All of the major camera manufacturers, thanks to the rising intensity of the codec wars and, of course, to RED, will be out in full force at this year’s show. NAB is still the best place to check out new releases and drill product managers on specs and formats.
There’s a lot to consider, which is why we’re starting our NAB pre-show product coverage in this issue, on page 6. We’ll continue, full tilt, next month in the April issue.
– Beth Marchant, Editor-in-Chief
bmarchant@accessintel.com