Rumours That Leave Some Terrified…

When the news first came out that The Foundry is going to be available for sale in 2015, and my friend told me that there were rumours that Adobe might be interested in acquiring it, at first I dismissed it as rather unlikely. However, this week, first an Adobe employee tweeted The Foundry’s reel, and soon after an article in Telegraph confirmed this possibility, which makes things almost official.

Some of the early tweeter world reactions were not very enthusiastic, to say the least:

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If you are familiar with the profiles of these two companies, the initial wariness is understandable. Adobe delivers tools for everyone, while The Foundry has been traditionally associated with high-end workflows for larger visual effects studios. Perhaps the dismay of some The Foundry users comes from the fact, that The Foundry does not really need anything from Adobe to supplement their great products in the niche that they positioned themselves at. Were it not for the venture capital (The Carlyle Group in this case) that simply wants to profit from their investment, there would hardly be any interest for The Foundry in mingling with Adobe. From Adobe’s perspective though, acquiring The Foundry is a perfect opportunity to fill in the areas, which have always been their weak points – true 3D (Modo, Mari, Katana) and high-end compositing (Nuke).

Personally I would not mind having an additional set of icons added to my Creative Cloud license. Depending on how this (potential) marriage is handled, it can be a beginning of something great, or a potential disaster to some. I am cautiously optimistic.

Both companies have their own mature line-up of products that are mostly self-sufficient. The real challenge is immediately obvious: integrating these is not going to be a piece of cake. For example, Adobe’s internal scripting platform revolves around JavaScript, while The Foundry’s is centered around Python. These are not compatible in any way, shape or form. Adobe has their own UI framework called Drover, while The Foundry is using a Linux-gone-multiplatform standard of QT. This is also very unlikely to change, and perhaps shouldn’t. To cater for the needs of large studios, The Foundry delivers not only for Windows and OS X, but also – and perhaps most importantly – for Linux. This is an area where Adobe has arguably limited experience – they released one version of Photoshop for Unix once, which was subsequently discontinued because of a total lack of interest. Will Adobe then have to develop at least the Creative Cloud Desktop application for Linux to handle licensing? This might be interesting.

The questions appear almost instantaneously: what will happen to the alliance between Adobe and Maxon, when they acquire their own 3D software package (Modo)? If Nuke becomes the main compositing tool for Adobe, how it will impact the development of After Effects as a platform, and what will happen with quite a few compositing plug-ins? This is the most obvious place where these technologies can clash, and some third-party developers might be left out in the cold. How much of the development power will be focused on integration, and creation of Dynamic-Link engines in all applications that talk to each other, as opposed to implementing new, cutting-edge features or fixing bugs? Without a doubt, it would be great to see a link to Nuke composition in Premiere Pro – and this might in fact be not so difficult to achieve, since Nuke can already run in the render mode in the background. However, how will it impact the development of “Flame Killer” Nuke Studio itself? Hard-core Nuke users will most definitely see the necessity to use Premiere as a hub as a step back, especially when it comes to conforming – an area, which is known to be an Achilles heel for Premiere (see my previous notes about it) – and the vfx workflow. And if we are to take hint from what happened with the acquisition of SpeedGrade, when most development resources were moved towards creating Dynamic Link with Premiere, and the actual development on SpeedGrade itself almost stalled, this might be worrying.

Certainly there are some valid concern about responsiveness of Adobe towards the usual clients of The Foundry, as the market audience for the products will inevitably shift. At the same time Adobe does crave to work on the higher end, and it’s much easier for high-profile people like David Fincher to ask for the features, and receive them, as opposed to common folks like you and me. So the studios will still have the leverage on Adobe. However, a challenge will come in the fact, that The Foundry tools (with the exception of Modo) are not as accessible and intuitive, as Adobe’s, and very often require extensive personal training to use properly. Again, Iridas acquisition being an example, Adobe will try to make small changes in the UI, where necessary, but in general the efforts will be spent elsewhere. Personally I don’t ever envision myself using a Katana which is most definitely a specialised relighting tool for high-end 3D workflows, mostly working with assets coming from the software owned by Autodesk. If I were to name a single product that is most likely to be dropped after the acquisition, it would be Katana. It would take quite a pressure from the studios using it to keep it in development. Adobe would have no skin in this game – in fact, possibly quite the opposite. One way or another, I highly doubt Katana will make it to the hands of Adobe’s typical end-user. It might become a separate purchase, like Adobe Anywhere is now.

On a good side, this acquisition will indeed make Adobe’s video pipeline next to complete. We used to snicker at the slides and demos suggesting or even insisting, that it’s possible to do everything within the Creative Cloud. We knew that making even a simple 3D projection in After Effects was an effort often destined to fail. A lot of great work has been made in After Effects despite its shortcomings, but the workarounds are often time-consuming – with Nuke at our disposal this would no longer be the case. It indeed has the potential to make Adobe a one-stop shop in post-production. And even more good news? The drop in price is inevitable, especially with the recent acquisition of Eyeon by Blackmagic Design.

If I am to make predictions, I’d say that initially some The Foundry products (After Effects plug-ins, Modo, Nuke, Mari and Mischief, if it doesn’t get integrated into Photoshop/Illustrator) will immediately become part of the Creative Cloud offer. Adobe will be showcasing Modo and Nuke to sell more CC licenses. A lot of users who just shelled out thousands of dollars for their Nuke licenses will be unhappy, but Adobe will most likely give some grace period for them – maybe in the form of free Creative Cloud licenses to current The Foundry users without active CC subscription or something similar. However, to avoid legal issues with Linux users, where Adobe is not able, and will most likely never be able to deliver their full line of Creative Cloud products, a separate offering will be made for this platform – perhaps on custom order, similarly to CC for Enterprise customers. Linux versions will keep up feature-wise at the beginning with their counterparts, but depending on the number of licenses sold this way, they might stall or be discontinued. Katana is most likely the first to go. The whole Nuke line will be integrated into a single product – hopefully Nuke Studio, but possibly to what is now known as NukeX. The latter would be unfortunate, as there is quite a lot of potential in Nuke Studio, but I’m not sure Adobe folks will understand it at the moment, as they seem to be only now learning about high-end vfx workflow. Hopefully outcry from the clients will be enough. Hiero, however will also most likely be dropped, as it essentially is redundant to conform part of Nuke Studio.

I hope some of the original The Foundry branding will be retained, but I am a bit afraid that we will quite fast see either square icons with Nuke symbol, or even letters Nu, Mo, Ma, Mc. Hopefully someone can point Adobe Media Encoder icon as a precedent, and at least the Nuke symbol remains intact. Adobe letter salad becomes a bit tedious to keep up with.

Again, if we are to take hint from Iridas acquisition, The Foundry development team will remain mostly the way it is – unless people decide that they don’t want to have anything to do with Adobe as a company, which does happen from time to time – but it will be integrated into Adobe culture. Adobe seems to be pretty good in this kind of thing, so the falloff should be minimal. Development-wise, most certainly the attempts at making exchange between various application easier will get priority right after making sure Creative Cloud licensing works. An importer of Modo files into After Effects, perhaps a bridge between After Effects and Nuke, sharing cameras, tracking data, scene geometry, and some layers; or attempts at Dynamic Link between Nuke and Premiere – these are my initial guesses. Perhaps even the XML exchange between Premiere and Hiero/Nuke Studio will finally be fixed, and at some point The Foundry applications will be able to read and/or write Premiere Pro project files. Adobe’s XMP model of metadata will most likely be employed throughout the Collective.

On a good side, it will allow The Foundry to focus – I had the impression that for some time this company began to behave like Adobe in times of CS5-CS6 – trying to expand the market, pumping out new flashy features instead of focusing on stability and bug fixing, and diluting Nuke line, or in general trying out to lure people to buy their products or updates. Creative Cloud subscription model, regardless of how it was perceived when introduced about two years ago, helps in this regard quite dramatically, as there is less pressure on the developers to cater to the needs of marketing department (vide introduction of Text node in Nuke) and maintaining various versions of the software. This should translate into more time and manpower being directed towards the “core” development – the good stuff.

I think this is promising – if it ever happens. There already has been a precedent of a lower-end company acquiring high-end tools and making them available for public without necessarily watering down their value. We’ve all seen it. Most of us loved it. The company’s name is Blackmagic Design, and the tools were daVinci Resolve and Eyeon Fusion. Here’s to hoping that Adobe handles this acquisition in a similarly efficient and successful manner, bringing the high-end 3D and compositing tools to the hands of many. That is, if this buyout ever happens. Because you know what? Why wouldn’t Blackmagic simply outbid them just for the sheer thrill of disrupting the market?

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7 Responses to Rumours That Leave Some Terrified…

  1. Tim Kolb says:

    Well…remember Adobe’s acquisition of SpeedGrade was the -best- case scenario…Apple’s acquisition of Shake is the one that presents the most horrifying precedent.

    All that said… The high-cost applications that are acquired and re-enter the market for free or for a very low cost seem to keep their basic form and feature sets for a short time typically…it tends to be the high-end support that can’t be sustained after gutting the purchase price and pushing a niche application out to a consumer-size market.

    Unfortunately Adobe’s support structure is rather strained for high-end users with high-end issues in a rather public way even for the software they -didn’t- acquire recently like Premiere Pro.

    EditShare did a great job with Lighworks in my opinion…but they had no competing product already in the portfolio. I wonder if that might be a nice home for the Foundry’s excellent product line?

    • BartW says:

      I think arguably the best case scenario was After Effects acquisition :) SpeedGrade was not so successful, because the product development took a different turn, than originally intended.

      But I hear you about the support. However, by acquiring The Foundry they would acquire its support as well, so this problem might be partially circumvented. That said, getting support from Adobe can be sometimes difficult.

      I’m afraid I can’t make any meaningful comment about EditShare.

      All in all it might just be a rumour to raise the price of the company…

  2. Mylenium says:

    PS for Irix was not competitive, that’s why it was scrapped. At the time there were simply already more powerful graphics editing tools on SGI machines, including Maya Composite (Fusion 3/ 4). And “Drover” is just a dummy name for the application main windows. There have been several different UI APIs for different apps over the years, including the current CEP infrastructure.

  3. Pingback: Adobe buys The Foundry ? | Mylenium's Blog

  4. Richard Cave says:

    Hope not, it costs a lot of money to train in this VFX software, I know as I have paid for it. The only way to recover this outlay its to get really good and charge my clients for it. Its one of the hardest programmes to learn, and most powerful. Adobe will ruin it for the VFX market trying to make it part of its mom and pop line. VFX will cease to become a artistic job, and adobe and its licensing will not bring in new features they will just cherry pick the best features and put them in after effects and photoshop. Nuke is also impossible to pirate, adobe isnt. Its akin to McDonalds aquiring a four star restaurant the menu will be dumbed down and star items replaced. Also its nice to work outside of adobes suite, and not be held financially to the beck and call and whims of this company. Also foundry has the best customer care service in the industry, anyone else have the CEO ring them at home Foundry did, and bent over backward to solve a problem that was going to delay a production.

    • BartW says:

      The change is coming, for sure. Somebody will acquire The Foundry, and in our line of business it will most likely be either Adobe or Autodesk. What happens to The Foundry after the acquisition is a wild guess, but to say that Adobe will strip and dumb down the software only to put the tech into “its own applications” is a bit disingenuous. You’re disregarding the fact, that After Effects was also an acquisition, and the person who wrote the very first line of code still works for Adobe. Nuke and After Effects can’t be married, and they would do well co-existing in the same space and complementing each other.

      Your other fears are not unwarranted, but they are so very similar to the talks colourists had when BlackMagic acquired DaVinci and then released it for free. Or when Photoshop came out and changed the landscape of photo editing forever. In the end, democratisation of tools does not mean equal price reduction across the globe. I know a few successful colourists working in Resolve who are making quite a decent living. Skill still wins in the end, especially since Nuke indeed is a complicated piece of software, and compositing is not an easy skill to acquire.

      That said, you could have learnt the whereabouts of Nuke for a modest price since version 5 (Lynda.com has a basic course). More and more free tutorials are coming out every day, and with the advent of non-commercial version of Nuke, there will be even more. This is also part of the change. And with Fusion now in the hands of many, regardless of its inferior feature set, nodal compositing is another skill that is going to be democratised (which does not equal dumbed down).

      I wouldn’t say Nuke is impossible to pirate. Perhaps you just weren’t looking hard enough. And if you have such a great experience with customer care, please try to convince them to remove bugs from Roto/RotoPaint node or request a feature for the API. Similarly, Adobe also meets and talks to clients all the time, and a lot of new features are the result of such talks. Let’s not be disingenuous here. And in fact the licensing model does help in this regard, because the needs of marketing department are not as pronounced, as they were before.

      That said, Adobe acquisition might not happen, as the original article was in effect just a rumour, and then you will most likely be looking at the awesome support from Autodesk… and in this case you can say goodbye to Modo and possibly Nuke Studio.

  5. Jordan says:

    Really interesting developments here. Let’s just hope these rumors stay just that: RUMORS. Thanks for sharing this news though!

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