Magazine article Variety

Cloud Clears Space for More Bizzers

Magazine article Variety

Cloud Clears Space for More Bizzers

Article excerpt

Visual effects houses may have been among the earliest adopters of cloud technology to solve storage issues, but these days, they're merely the first ones to the dance. Now, everyone from studios to producers to post-production houses is relying on the ether as a convenient and efficient repository of computing power, data and assets. In fact, most editing, storage or processing tasks make use of the cloud - the technology whereby everything from programs to processing is stored at a remote location hosted by a third party, accessed via the Web and sometimes shared with other users.

While the move to the cloud was long in coming for bizzers, issues of security, cost savings and space considerations are among the factors that have made it rain for those offering such services.

"The entertainment industry was late to go into the cloud," says Mark Lemmons, chief technology officer of T3Media, a cloud-services company focused on showbiz needs. "But now it's really started to be an important pressure reliever."

Lemmons believes the 2011 earthquake and tsunami in Japan were instrumental in pushing the industry into using cloud services more extensively. Suddenly there was awareness that storage was vulnerable to natural and other disasters, and needs to be protected. The cloud was the answer, because even though a remote server is also vulnerable to mishaps, it's unlikely that the same disaster would strike a vfx house in Los Angeles and its data repository in, say, Oregon.

Companies also realized they could use cloud resources to decrease their own IT needs and save money. T3Media, which works with a number of studio clients, offers studios the ability to store petabytes (one million gigabytes) of digital files in an easily accessible way that's also cost effective, Lemmons says.

Aframe, a cloud video production platform that counts MTV, Shine Group and the BBC among its clients, carved out a niche by offering a kind of plugand-play solution.

"Compames and producers don't want to spend a lot of time training people to use the technology, so we made our platform as easy to use as Facebook," says Aframe co-founder David Peto. "The point is that you should be able to use our services right away to do what you need to do. …

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