Digital Film Tree Case Study

Title: Professional desktop editing, the Final Cut Pro phenomena

Topics to be covered include:

We will cover the historical and current trajectory of technologies like Final Cut Pro, FilmLogic, DVCAM and related systems for the motion picture industry. We"ll overview our experiences working on over one hundred film productions, filmmakers and editors big and small who engaged these emerging technologies. These include the Motion Picture Editors Guild, Lions Gate Films&Mac226; "The Rules of Attraction" written, directed and edited by Roger Avery. "The Rules of Attraction" is the first major theatrical release being edited entirely on Final Cut Pro. We"ll also overview our experience working on Steven Soderbergh's upcoming theatrical release.

The combination of Apple&Mac226;s Final Cut Pro and FilmLogic has proved to be a powerful way for filmmakers to turn their visions into big-screen reality. We&Mac226;ll discuss how filmmakers have many new options to edit Film, High Definition, DV and all manner of compressed and uncompressed Standard Definition. What used to take place in beefed-up edit suites is now spreading to the bedroom. as they have used this affordable combination to edit feature-length broadcast and theatrical productions, avoiding the cost and constraints of expensive proprietary editing systems while saving money. The consumer DV revolution produced the largest mass of content creators since the advent of moving pictures, and we are only at the beginning of this professional desktop editing revolution.

Participants and Bios:

Ramy Katrib, Founder/CEO, DigitalFilm Tree

Mr. Katrib is a filmmaker who is currently completing two feature length documentaries: „"Particles and People" about a revolutionary advancement in cancer treatment called proton treatment where nuclear particle physics and medicine meet. The second "Raging Mardik" is about the life of screenwriter and USC professor Mardik Martin, writer of "Mean Streets" and "Raging Bull."

Ramy is a post-production expert having worked on over 200 films including the Academy Award winning documentary "The Long Way Home." In the production of his films and his day job as a telecine colorist, Ramy went on to apply and combine a host of consumer, prosumer and professional technologies. This led to the founding of DigitalFilm Tree on 3-11-00. Today DigitalFilm Tree is an industry leader in advancing technologies like DVCAM and Final Cut Pro in the professional film and video community.



Timothy Serda, Vice President/CTO, DigitalFilm Tree

Tim started as an intern under a classified engineering project at Macromedia while attending San Francisco State University. By graduation, Mr. Serda had become a key engineering team member working on the foundation of a non-linear editing program. By 1998 Apple Computer acquired the Macromedia engineering team to later ship, Final Cut Pro. Mr. Serda held many hats at Apple in coordinating efforts for both engineering and
marketing. Overseeing third party efforts, he developed a Certification program for hardware and software technologies working with Final Cut Pro. He certified technologies and established relationships with manufacturers such as Sony Broadcast and Professional, Canon DV, and Panasonic DVCPro.

Today, Mr. Serda holds the role of Chief Technology Officer at DigitalFilm Tree in Hollywood, California. Developing new methodologies for the application of Final Cut Pro in the motion picture industry, he continues to work closely with leading manufacturers and Apple Computer. Tim came to Los Angeles with the mission of growing Final Cut Pro in the hearts and minds of all filmmakers - independents and studios. One year now in Hollywood and with DigitalFilm Tree, he has faced off with, survived, and excelled in many Final Cut Pro filmmaking realities. To Tim, this is just the beginning.


Walter Shires, President, DigitalFilm Tree

Walt has a little history to him. When he first moved to California, he was invited to visit his brother who was working on a project at a post production facility called Hollywood Digital. Having come from WashingtonDC, Walt wasn't necessarily headed towards a career in film. But what he saw that day when he got a tour of the Hollywood Digital facility sparked his interest enough to call in a favor and get an interview for an internship at HD. On the phone with John Williams, one of the partners atHollywood Digital, Walt expressed and interest in coming down for an internship position. Mr. Williams, said that HD didn't have the budget to bring him down. Walt said, "I'll come down for free," Mr. Williams said,"You're Hired."

After that Walt attended and graduated San Francisco State Film School. That lead to an internship and then a job at Macromedia on the Final Cut Pro project; code named KeyGrip. After the technology was sold to Apple Computer, Walt moved on from an engineering position to a Technical Marketing position in the World Wide Product Marketing department at Apple Computer. Later, he move on to a Product Marketing Manager position at Apple at the direct request of the VP of Products, Phil Schiller. If you saw one of the many Keynotes with Mr. Schiller, you may have seen Walt deliver a demonstration of Final Cut Pro. From HD demo's to the Press atNAB to RT Demo's streamed across the world at QuickTime Live! Walt's been a public face of Final Cut Pro for quite some time.

Today he's making a move back to his roots. Filmmaking. Digital Film Tree represents to Walt a move towards what he truly loves. Film. He's here to share his unique knowledge of Final Cut Pro with the Film community here in Hollywood California; just a few blocks away from where it all started atHollywood Digital.

Back