While FCP seems to be really trying to push the competition, and further becoming the clear choice with medium and small post production facilities, Avid still seems to be the the king of the hill.  Recently the American Cinema Editors (ACE) Board honored Avid Media Composer with Its First-Ever “ACE Technical Excellence Award”.  The ACE Board of Directors has recognized AMC software with the Board’s first-ever “ACE Technical Excellence Award” – recognizing it as the preferred choice of the industry’s most acclaimed editors.   And that’s not all. 

Avid also seems to win big at the Oscars as well.  Most every year dating back as long as 10 years all of the nominees for Best Picture, Directing, Documentary Feature, Original Score, Film Editing, Visual Effects, Sound Mixing and Sound Editing used either Avid, Digidesign, Sibelius or Softimage, all happen to be Avid-owned companies.  Why is Avid so popular at the  Academy Awards?  Christopher Rouse, winner of Best Editing ( Bourne Ultimatum) said “An Avid system is far and away the most comfortable tool for me to work with,” notes Rouse. “There are zero barriers between me and the material. That, for me, makes all the difference.”  These comments along with the most recognized films and their editors including the recent Slum Dog Millionare show that Avid continues to make it’s presence felt.  Apple clearly seems to have it’s work cut out for it if it wants to make some be recognized as a serious platform with the industries top players but make no mistake, some, albet a few, have started to make the switch including David Fincher who rained praises on FCP which was used to cut both Zodiac and his Oscar nominated Curious Case.

Only time will tell but for now, Avid still seems to hold the keys to the castle.