It’s FilmConvert’s 10th Birthday!

It’s FilmConvert’s 10th Birthday! We’re having a week long celebration with 40% off FilmConvert Nitrate and CineMatch, some special camera pack releases, and a whole bunch of other goodies. But first, we wanted to share some of the history behind FilmConvert, and how our plug-in’s came to be.

FilmConvert was launched in 2012 in Wellington, New Zealand. In the early stages, we had a sister company that focused on post-production, and customers would want to shoot on film. At this time, a 10-minute roll of 35mm film was around $1000 NZD (per roll), and many customers couldn’t make it fit with their budget.

At the same time, we had some RED One’s available to rent, however, RED color science was still very new and wasn’t to everyone’s taste. We decided to try make the RED One look like film, so users could have the best of both worlds. Our first instinct was to mimic the film process as much as possible and take in digital footage and give back the look of a Cineon film scan. From there, it could be treated like any other film process.

We originally wrote this for the RED One specifically. This was also before RedLogFilm, and so we were typically trying to convert sRGB images to Cineon, which quickly went into the too hard basket. Eventually, we applied a print film and viewing simulation on top of our targets. This defined the original FilmConvert look.

Promotional video of FilmConvert Pro, the earliest version of our plug-in. 

Since then, FilmConvert has bloomed into the product you see today. We introduced our new version of the plug-in FilmConvert Nitrate in 2019, which now features 19 different film stock emulations and over 100 camera packs from all the major camera brands.

The idea for CineMatch was actually conceptualised in the early days of FilmConvert. As we were matching cameras to film stocks, we wondered if there’s anyway to match one camera to another.

The process was put on hold for a bit while we were working on FilmConvert, and we saw a rising demand in people shooting on multiple cameras. Drones, action cams, and even iPhones were becoming a more popular shooting method, which really light the fire under CineMatch’s camera matching technology. During this time, we were able to learn a lot more about color science, as well as how certain camera controls behaved depending on the footage that was shot.

There were some hurdles along the way, and creating the matching technology was no easy feat. We realised that the way that data moves when changing your exposure should be the same as in camera, which is what inspired the RAW like color correction tools. We were operating in a camera space and not fighting against the image itself, making the image data more malleable.

Finally in 2020, CineMatch was released. Now, CineMatch supports over 100 cameras from all the major camera brands, and provides easy color correction solutions for your LOG and RAW footage.

But our journey isn’t over yet. We have a lot of exciting new developments coming for both FilmConvert Nitrate and CineMatch that we can’t wait to share with you. We’re so excited to share this experience with you!