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At MacWorld, Apple demonstrated a future release of Avid Cinema that used a 1394 (FireWire) card connected to a Sony camcorder for ingesting video. Apple luminary Jef Raskin reviewed the Cinema for Mac Home Journal:
With Avid Cinema, you can turn out videos chock full of sound, video effects, and flawless editing. This software/hardware package fall somewhere between amazing and incredible.
Avid's product line now stretched from the home to Hollywood.
The KeyGrip (above) development team moved into new premises at Redwood Shores Parkway.
William (Will) Stein joined as Director of Engineering.
Stein previously managed Apple’s MacOS Printing Group, followed by a stint on QuickTime.
I left Apple, and went to Macromedia to manage the xRes project that had been acquired from Fauve Software. Macromedia was making a strong push into the "content editor" space, with projects either shipping or under development for digital photo editing and paint (xRes), Freehand (Illustration), 3D authoring (Extreme 3D), a new audio editor from the DECK acquisition and of course KeyGrip in the video space.
Norm Meyrowitz, president of Macromedia Products, asked Stein to look at KeyGrip.
He wanted me to try to help the group "push the product out the door."
Stein took charge of engineering management and let Randy Ubillos focus on coding. Ubillos recalls:
Rob Burgess knew we were doing good stuff but not making good progress so with a better distribution of responsibilities, we moved forward. At that point KeyGrip had been built and shown to run on either the PC or Mac platform because we had done a lot of work to abstract the editing system from the playback system, a lot of that was achieved of course by using QuickTime.
As for the feature set, the list was always changing and evolving because the hardware around us was always evolving.
Stein continues:
When I started with the team, the project had been going on for a year and a half, and the executive management thought was that it was within 3-6 months of being ready to ship. I worked with the team through a schedule scrub, a very detailed review of all the tasks remaining to complete.
Tim Myers recalls the change.
It was really good for Randy that Will came in and managed the team. It freed Randy up to do what he is so good at doing. Right about then the pressure was increasing to deliver the product and Will helped us with a plan to get finished and to see the light at the end of the tunnel.
Macromedia held its User Conference in San Francisco and Apple’s COO Marco Landi announced QuickTime for Windows 95 and NT:
This QuickTime development project marks the first step in Apple's plans to move all of its core interactive multimedia technologies, something we call the QuickTime Media Layer, to key industry operating systems such as Windows, OS/2, and Unix.
He announced major editing features would be delivered in QuickTime 2.5 including the new M-JPEG file format, which allowed video editors to work with files independently of the hardware originally used to capture the media. Geoff Duncan wrote for TidBITS:
… unlike MPEG, it (M-JPEG) retains information about every frame of a movie (rather than interpolating between key frames), which makes it more suited to high-end production. QuickTime 2.5 will enable high-end video people to exchange and work more easily with M-JPEG video, provided hardware vendors adopt Apple's new formats.
Adobe, Intergraph, Equilibrium, Macromedia, Media 100 and Truevision were developing products to work with QuickTime for Windows and NT.
Engineers from all eight companies will be collaborating with Apple to architect key elements of the QT 2.5-Win product, including video frame grabbing, NT multi-processor support, memory management, media compression, and decompression as well as the high-performance playback necessary to ensure broadcast and professional adoption.
While Truevision announced support for QuickTime, it had been prohibited from publicly developing drivers for KeyGrip. Within weeks Truevision was named as Microsoft’s key developer of ActiveMovie 2.0. CEO Lou Doctor told the press:
Windows NT with ActiveMovie 2.0 and Truevision's TARGA hardware will be a compelling combination for digital video professionals looking for superior price/performance...
Then Macromedia and Media 100 announced a major editing collaboration.Industry pundit Ron Lindeboom recalls:
Kathlyn and I were guests of Media 100 and Macromedia for a preview party to give a sneak peek at (KeyGrip) leading up to the 1996 Conference.
The KeyGrip application was to ship with Media 100's Vincent video engine:
KeyGrip will support professional features including instant playback of edits, real-time effects, real-time audio mixing and digital video effects (DVE).
The hardware to power KeyGrip was said to be:
A new extended architecture version of the industry-leading Vincent digital video engine will power the Media 100/KeyGrip offering. Extended Vincent architecture is a highly scalable digital video platform comprising signal processing circuitry, industry-standard bus and peripheral connectors, and an upgrade framework that provides for future, in-the-field enhancements of hardware and software capabilities.
In a press release, John Molinari explained the bold move.
Macromedia has worked closely with a broad range of video editors and cinematographers to ensure KeyGrip will meet the requirements of video and film professionals without compromising ease-of-use and accessibility for non-professionals. KeyGrip coupled with Vincent's unique digital video architecture will be ideal for anyone aspiring to deliver broadcast quality results from the desktop.
Macromedia's director of video products marketing, Tim Myers told the press:
Media 100's unique Vincent digital video engine is the ideal hardware platform for KeyGrip. Together, they deliver the industry's leading open systems solution for digital video authoring.
Anthony Dolph, Media 100’s director of marketing, concluded:
With QuickTime for Windows, Macromedia's KeyGrip software and Media 100's next generation Vincent digital video engine, PC developers can feel confident that they can save time and money while getting products into customer hands more quickly and efficiently.
When the Macromedia team returned from the Developer’s Conference they sat down for a brainstorming session to create a shipping name for KeyGrip.
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