We started by asking point-blank if Autodesk still sold Smoke Advanced and Flame.
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In order to purchase Flare, you must own a Flame license, and many facilities find this an attractive inexpensive option (it costs less than NUKEX). As far as “editing” products, they market only Smoke, which is available on Mac OS X.
Flare is a cut down version Flame that focuses on the Batch environment and doesn’t have a Desktop or main editing timeline. There are currently three “effects” Linux products being actively marketed by Autodesk: Flame, Flame Premium, and Flare, as shown on their Flame product overview page. The challenge is to make producers believe flame – while more expensive is more cost effective. Today many producers feel that they need a bunch of lower cost seats – as they will burn their budget too quickly in the flame suite. They did not know what they wanted to do – but they knew it was their ‘get out of jail card’. In the golden era of Flame, clients demanded the suite, just because it is the best. Making the applications attractive to their client’s clients.Artists have to feel investing their time in being a Flame or Smoke operator will lead to work. The life blood long term of any product is making the product somewhat aspirational, so younger artists will want to learn it. The challenge facing Autodesk with the compositing and editing products are three fold He seemed very comfortable being as specific as someone in a publicly traded company can, when talking to the press.
He is also comes over in person as very bright and aware of the industry, and in this interview he solidly avoided speaking in generalities. He is very capable of speaking ‘marketing’ and rounding out answers with ‘watch this space’ or ‘commitment to customers’. I have heard him speak at functions when most answers to generalist questions are those well rounded, well intentioned answers that really say very little, while still sounding very respectful to customers. In other words, he speaks with an authority and command that conveys he understands exactly what is being asked, and he fully understands and chooses to engage or not.
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When he speaks he knows how to choose his words, but unlike someone at a lower level in the corporate structure, one gets the feeling he is not concerned about the opinions of someone else more senior in the company. Gruman is no one’s fool he joined Autodesk not long after the Autodesk – Discreet ownership change and he has all the intellect and background to know business in general and our industry in particular. Stig Gruman kindly agreed to this frank discussion of what it will take to make Flame and Smoke more attractive to younger artists wanting to decide what programs to learn, how much the products cost, how much more productive they need to be at those prices to compete with Autodesk’s competition, and the need to perhaps return to some of the marketing approaches that made the products great. To be blunt, fxguide a supporter of the Autodesk media and entertainment products, but not a fan of generalist interviews that speak around the issues facing artists today. This week fxguide sat down with Stig Gruman, VP of Sales to discuss the direction of Flame and Smoke, along the way we discussed buying AVID, Naiad and the pains of introducing a product well before it turns out being ready to ship.
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