Adobe and Avid Lured Final Cut Pro Users With Discount Program

Today Adobe has presented a new "switcher" discount program that is intended to take advantage of harsh criticism directed  to Apple’s new Final Cut Pro X. This promotional program provides 50% discount on either Premiere Pro CS5.5 or Creative Suite CS5.5 Production Premium to people who currently use Avid’s Media Composer or Apple’s Final Cut Pro. Some current users of Adobe products are also allowed to get this discount.

While Apple claims that Final Cut Pro X “revolutionizes video editing”, Adobe subtly offers to compare. Jim Guerard, the Adobe’s general manager and vice president of Professional Video said:

"We're hearing from video professionals that they want pro level tools that address cutting edge work but also allow them to use legacy footage and workflows. At Adobe we've been in the trenches with video pros for years and with Adobe Premiere Pro CS5.5 and CS5.5 Production Premium we've delivered professional-grade tools that are already being battle-tested by some of the most innovative filmmakers, broadcasters and video pros."

Switcher program from Adobe is available to commercial customers and is valid up to September 30th.

Avid is also made use of the situation with Apple’s issues, again offering more than 50% discount to Final Cut Pro users on its Media Composer software, setting a price at $995 unlike the usual download price of $2.295 and boxed price of $2,495. Only existing users of all Final Cut Pro (except FCP X) versions are eligible to buy at this price. The programm at promotional price will be available as of next Tuesday (5 July) through September.