The Cutting Edge are leading a change in the Cape Town film industry after investing in the Avid DS Nitris system, recognized globally as the world leader in finishing and mastering of High Definition.
A wise advertiser once told me that there are three things that you can never portray cheaply: Cars, Food and Fashion. Now to most people in the industry this makes sense, if any one of these things is done on a shoe string budget, you get a weird vibe from the product and you will probably never buy it simply because it looks crap. Now I agree with this rule of sorts, but I would like to alter it ever so slightly. NOTHING should be portrayed cheaply. Whether it be an advert, a movie, a music video or even a theatrical production, the end result must look good in order for it to be a success.
"The Cutting Edge" have realised this and as a result, have spent much time and money on acquiring a system that will revolutionise the way local material is edited and mastered. They now have Avid DS Nitris.
Nitris is recognized globally as the leading finishing and mastering system, even capable of making any advanced editor or artist's wildest dreams look better. From Real-Time editing right through to special effects and character generation this system is unsurpassable. It is capable of operating with a wide variety of high definition formats and innovative production quality HD resolutions in both 8 and 10-bits. Without getting too technical, this is basically the "Extreme make-over" of the production process.
The real ego-inflation should not go to the amazing Nitris system, but rather to the people who had the vision, inspiration and drive to bring this facility to the local film industry. I speak of course of the forward thinking men and women of "The Cutting Edge." There are only two other Nitris systems in operation in South Africa and both are in Johannesburg. As there is now a system in Cape Town capable of this level of finishing, it means that there is no longer a monopoly held by our cousins up North. To place icing on the proverbial cake, "The Cutting Edge" have managed to coax the foremost authority on Nitris to come and apply his unsurpassed skills here in the Mother City. I speak of course, of Loerie award winner and runner up in the "2003 Mr Moustache" awards, Martin Lloyd.
Roger Orpen and Dave Scholfield are leading a change in the Cape Town film industry. Their insight and knowledge of the local industry, coupled with the talent of Martin Lloyd are ensuring that when it comes to the development of local production these guys really are on "The Cutting Edge."
For More Information, contact;
The Cutting Edge
Carla Hyland, Post Production
24 Main Rd, Rosebank, Cape Town, 7700
Tel: +27 21 686 1411
Fax:+27 21 686 0115
E-mail: [email protected]
Website: www.cuttingedgecape.co.za
Posted on Wednesday 9 Feb 2005
Festival Daily
Market Daily
