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New Wave Ent. Standardizes on 30 Avid Media Composer Adrenalines

New Wave Ent., one of Hollywood's largest entertainment marketing companies, has purchased and installed 30 Avid Media Composer Adrenaline systems running on HP xw8000 workstations, replacing its entire suite of competitive editing solutions.

The company also added a suite of Avid Productivity Tools - including MediaManager Select and TransferManager - to its three existing Avid Unity MediaNetwork shared-storage environments, enabling media sharing across every Avid system in the facility, as well as externally via private networks. Using its new Media Composer Adrenaline systems in this collaborative post-production workflow, New Wave will create nationwide campaigns for upcoming feature film and DVD releases, including HARRY POTTER AND THE PRISONER OF AZKABAN and VAN HELSING.

"We work in a fast-paced industry and often have to create high-quality, compelling trailers and spots in short periods of time. Our editing systems have to be able to keep up with these rigorous demands, which is why we decided to standardize our facility on Media Composer Adrenaline," said Paul Apel, ceo of New Wave Ent. "About a year ago, we felt that we should give Final Cut Pro a try, but we've since realized that our needs far exceed Final Cut's present capabilities. Avid Media Composer Adrenaline delivers the performance required to cut together sequences quickly and the stability we need to keep our operation running smoothly. With our new Avid Productivity Tools, we can now share media across every production group in our facility, as well as with our customers, who can review materials online, quickly and securely. Plus, Avid's responsive customer service, which has improved significantly in recent years, demonstrates that the company clearly understands the needs of the professional market."

New Wave has installed 17 of the new Avid Media Composer Adrenaline systems in its creative advertising department and the other 13 systems in its television production department. The now all-Avid facility also includes four Avid Symphony systems in the Online/Finishing department and three Avid Unity MediaNetwork systems connected by Avid Unity TransferManager, enabling media sharing among all three production groups. The addition of Avid Unity MediaManager Select allows New Wave to share projects with producers, directors, and other creative professionals for review and approval over a private network.

"New Wave is the second major trailer house to convert to Media Composer Adrenaline in the past few weeks. The Hollywood market is realizing that our Avid DNA products offer significantly better price/performance than competitive solutions, as well as a path for even greater performance as computers get faster over time," said Dana Ruzicka, Avid's director of Post Solutions. "Also, Media Composer Adrenaline easily integrates into existing postproduction workflows because it is compatible with ABVB and Meridien-based systems and works seamlessly in collaborative editing environments with Avid Unity. As a result, New Wave was able to smoothly transition to its new systems in less than a week."

Headquartered in Burbank, California, New Wave Ent. ( is a premier supplier of feature film trailers, television spots and print design, as well as advertising, broadcast design and DVD menu design.

Avid Technology Inc. ( is a global leader in digital nonlinear media creation, management and distribution solutions, enabling film, video, audio, animation, games and broadcast news professionals to work more efficiently, productively, and creatively.