That campaign, timed to coincide with the National Assn. of Broadcasters convention that starts April 6 in Las Vegas, will feature users like Julian Liurette, who followed the firestorm from his video editing desk in Toronto at the Globe and Mail newspaper.
After waiting a year as Apple gradually released updates, Liurette finally gave it a try and was surprised. So Liurette began moving the newspaper's video operations from the old version to Final Cut Pro X.
Editors had complained about numerous missing features and Apple has been slowly adding them back; however, certain things such as the software's trackless design may still make it unusable for many.
In addition to Liurette's story, Apple is planning to post two other stories about how sophisticated users have made switch. Tsui Hark, a big name in Hong Kong cinema, and TV Azteca, which produces thousands of telenovela episodes each year, will be featured.
"For a TV editor, speed is everything," says Azteca Telenovela editor Jonathan Contreras in one Web story. "And Final Cut Pro X is faster than any other editing application I've used."