Prime Focus Selects Avid to Power Its Creative Workflow

  Prime Focus Selects Avid to Power Its Creative Workflow

Avid continues to demonstrate its unwaveringcommitmentto professional video
editing as global post production house becomes the latest facility to select
                               Media Composer 7

Business Wire

BURLINGTON, Mass. BURLINGTON, Mass. -- August 22, 2013

Avid® (NASDAQ: AVID) today announced that pioneering global visual
entertainment services group, Prime Focus, has selected Avid to power its
creative workflow in its UK broadcast facility. Featuring Avid Media
Composer®, the industry’s preeminent professional nonlinear editing solution,
this implementation will enable Prime Focus to deliver high quality, inspiring
content to its worldwide television, advertising, and film client base while
at the same time benefiting from a vastly more productive and efficient

As the post-production industry continues to see client budgets and profit
margins squeezed, there is a relentless pressure for facilities to gain better
operational efficiencies. Its new Avid-based workflow will enable Prime Focus
to speed up the creative process and work more efficiently across multiple
projects to deliver a seamless client experience. The new workflow is also
designed to be flexible to meet the exacting and ever-changing demands of the
media landscape today, and in the future.

The investment, made through, installed and supported by Avid Elite Reseller
Tyrell, comprises 30 Avid Media Composer 7 seats with Mojo DX interfaces, and
three Avid Symphony Nitris systems.

Prime Focus will gain a host of operational efficiencies from the industry’s
preeminent editing software. The ability to edit and ingest simultaneously
will save the company valuable time and free up artist resources, as craft
editing work can begin instantaneously. Additionally, the smooth integration
with Prime Focus’ existing Avid audio and finishing solutions means the
facility will be able to deliver ever more complex projects through its
seamless, end-to-end, tapeless workflow.

“When a client comes to Prime Focus they expect us to be using the
best-in-class creative solutions,” said Rowan Bray, managing director of Prime
Focus UK. “Avid is the industry standard for the post industry, so having its
technology at the heart of our facility means clients will have an enjoyable
and faultless experience with us, every time.”

Andrew Condie, group head of operations at Prime Focus UK, added: “Above
everything else, we need a professional grade workflow that has proven
reliability and flexibility, with top-end creative tools, to allow us to
deliver quality work to our clients, more efficiently. Avid solutions deliver
on this promise. With this investment we’re ensuring we remain cutting-edge
and agile to meet our clients’ current and future needs.”

“Over the past few years it’s evident that Avid has made a significant effort
to make its solutions open with third party plug-ins. This fills me with
tremendous confidence of further market-leading developments in the future,”
continued Condie.

Tom Cordiner, vice president of international sales at Avid, added: “We’re
seeing strong momentum building for Media Composer 7 and we’re delighted that
Prime Focus, one of the leading global facilities, has chosen to future-proof
its workflow by putting it at the heart of its Avid-based media operation. The
release of Media Composer 7 reinforced Avid’s unwavering commitment to the
professional video editing community, and underlines the importance we place
on innovation to meet our users’ needs.” The installation will be completed by

About Avid

Through Avid Everywhere, Avid delivers the industry's most open, innovative
andcomprehensivemedia platform connecting content creation
withcollaboration, assetprotection, distribution and consumption for the
most listened to, most watched and most loved media in the world—from the most
prestigious and award-winning feature films, music recordings,andtelevision
shows,to live concertsand news broadcasts.Industry leading solutions
include Pro Tools®, Media Composer, ISIS®, Interplay®, and Sibelius®.For more
information about Avid solutions and services,, connect
with Avid onFacebook,Twitter,YouTube,LinkedIn,Google+; or subscribe
toAvid Blogs.

© 2013 Avid Technology, Inc. All rights reserved. Avid, the Avid logo,
Interplay, ISIS, Media Composer, Nitris, Pro Tools, Sibelius and Symphony are
trademarks or registered trademarks of Avid Technology, Inc. or its
subsidiaries in the United States and/or other countries. The Interplay name
is used with the permission of the Interplay Entertainment Corp. which bears
no responsibility for Avid products. All other trademarks are the property of
their respective owners.


Sara Griggs, 310-821-0801
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