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Boris FX Acquires Sapphire Plugin Developer GenArts Inc

boris gen arts IBC2016

At one point, Sapphire plugins from GenArts were the expensive, but 'must have' set of tools for high end editing and compositing suites. The company has just been acquired by Boris FX, so we rushed over to the booth at IBC Hall 7 to talk to the man himself Boris Yamnitsky.

It was only a couple of months ago we predicted that some of the big plugin developers would have to try harder to survive in a very competitive market place.

We didn't realise that we had come so close to the acquisition of GenArts by BorisFX.

On the show floor we talked to founder Boris Yamnitsky who was delighted that Sapphire's range of plugins would now come under the Boris FX umbrella.

He said his goal was to put together a set of technology that offered the user an unmatched creative set of tools. This was also behind his recent decision to buy UK based Imagineer Systems who developed the popular Mocha tracker.

So what would happen to Sapphire users post takeover? Nothing, Boris said, although he suggested that being part of a larger company would ease purchasing and licensing problems.

Where do we see this going?

The first obvious step would be to incorporate Mocha tracking into Sapphire. Boris remarked that the incorporation of Mocha into his existing Continuum set of plugins had led to a 60% sales increase.

We can also see a possible price reduction. Do people really pay $1600 for a set of plugins these days? We think not.

We would also like to think that Boris will make Sapphire available for FCPX users. He didn't say no to the idea, but suggested that the average FCPX user wasn't their target market. Possibly, but as Boris remarked 'good business is being in a growing market' - that perfectly describes Final Cut Pro X and its ecosystem.

One to watch for the future.

 


Written by
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I am the Editor-in-Chief of FCP.co and have run the website since its inception ten years ago.

I have also worked as a broadcast and corporate editor for over 30 years, starting on one inch tape, working through many formats, right up to today's NLEs.

Under the name Idustrial Revolution, I have written and sold plugins for Final Cut Pro for 13 years.

I was made a Freeman of Lichfield through The Worshipful Company of Smiths (established 1601). Though I haven't yet tried to herd a flock of sheep through the city centre!

Current Editing

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As for software, my weapon of choice is Final Cut Pro and Motion, but I also have a good knowledge and broadcast credits with Adobe Premiere Pro, MOGRT design and Photoshop.

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I'm the creative force behind Idustrial Revolution, one of the oldest Final Cut Pro plugin developers. It hosts a range of commercial and free plugins on the site. One free plugin was downloaded over a thousand times within 24 hours of release.

I also take on custom work, whether it is adapting an existing plugin for a special use or designing new plugins for clients from scratch. Having a good knowledge of editing allows me to build-in flexibility and more importantly, usability.

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Now in its 10th year and 4th redesign, running FCP.co has given me knowledge on how to run a large CMS- you are currently reading my bio from the database! Although it sounds corny, I am pretty well up on social media trends & techniques, especially in the video sector. The recent Covid restrictions has enabled live FCP.co shows online. This involves managing a Zoom Webinar through Restream.io to YouTube and Facebook. 

The Future

I'm always open to new ideas and opportunities, so please get in touch at editor (at) fcp.co. I've judged film competitions, presented workflow techniques to international audiences and come up with ideas for TV shows and software programs!

 

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