The present and future of post production business and technology | Philip Hodgetts



While looking at DaVinci Resolve, I noticed something very odd!

Blackmagic Design are using three “hero” shots for most of their website and press ads in support of the very excellent DaVinci Resolve.

This photo is titled "gradingbenchmark1.jpg"

Wait, what’s that logo on the display showing the picture output?  I didn’t know Apple made broadcast monitors?

But that’s probably just a mockup shot because the Apple monitors look so good.

Simply titled "Picture-2.png".

Or there’s this shot, which pretty much rounds out the product shots BMD-DaVinci use to promote Resolve.

Simply titled "resolve.jpg".

Now, I’m open for correction but these last two shots show the same monitor design/model used for computer display and image display of the image being worked on. I am unfamiliar with any broadcast monitor that also functions as a good computer monitor. And clearly in the first example that’s an Apple Cinema Display being used as the output video monitor on the system, and I think the other two shots also show a computer monitor as a video output monitor.

Good enough for Resolve but not Final Cut Pro X? What am I missing?








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  • Terence Curren · September 13, 2011 at 10:14 am

    daVinci can use the Blackmagic cards to output HD SDI so you can easily go through a real scope to a real broadcast monitor.

    Of course if you are doing it for the web there no standards and no way to ensure the look so who cares.

    • Admin comment by Philip · September 13, 2011 at 10:30 am

      Sure, but why did they choose NOT to show a broadcast monitor? Aesthetics in the picture alone? It definitely sends the wrong message.

      And you’re wrong about web video, ColorSync applies there to ensure that it looks right on the screen.

  • Ben Balser · September 13, 2011 at 10:15 am

    It’s advertising, duh?

  • AndrewK · September 13, 2011 at 10:24 am

    There’s also no visible cabling of any sort, no computers and everything seems to be either sitting on the floor or floating in mid air. Obviously Blackmaigc is living up to its name and using the dark arts to manipulate reality and force people to give up their ergonomic furniture. Oh, the dark ages be upon us once again!

    Or it just product mock up set up by whatever agency did the shoot and ‘what looks pretty in an ad’ replaced ‘what actually works in reality’ because as well all know reality is boring and should be substituted w/fantasy whenever possible. 😉

    • Admin comment by Philip · September 13, 2011 at 10:31 am

      But the pictures send the wrong message, no?

      I think you’re completely right that it was done because it looks good in the ad. Certainly the Resolve guideline says to use a “proper” monitor. They do not specify what a “proper monitor” is, however.

  • AndrewK · September 13, 2011 at 10:59 am

    How many ads send an accurate message though?

    If someone believes that grading using computer monitors in all white room (w/nasty glare on the monitors, no less), w/o a computer while sitting on the floor is the way to go then I think they’ve got bigger problems. 😉

  • Przemion · September 15, 2011 at 1:20 pm

    Well spotted, but there is an amazing computer monitor that could be also a reference monitor – HP DreamColor LP2480zx .

    • Anthony Burokas · September 23, 2011 at 5:40 pm

      Yes, there have been several articles on Pro Video Coalition and elsewhere detailing the process to calibrate an IPS display (Dell or HP Dreamcolor) for an even wider gamut than ye olde tube.

      Oh, and they’re far cheaper than a similarly sized “broadcast” monitor.

  • Greg Huson · September 15, 2011 at 6:36 pm

    Come on- at least it’s better than the early FCS adds from Apple touting a $1200 editing ‘suite’ – and just the CHAIR in the photo cost around $1200- let alone the VTR, scopes, monitors, the actual Mac CPU, etc., etc.

  • Rusty · October 11, 2011 at 10:52 pm

    Kinda funny, really…
    Remember, they’re marketing to Apple users (until Jan. 2012) then who knows, you may see BenQ up there! You’ll know the world has gone to hell in a glove compartment!



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