Embed Size (px)
Citation preview
A Case Study in Movie Post-Production
Kostas Kavoussanakis
Project Manager, EPCC
+44 131 650 5021
Business Experiments in GRID2
Overview
• Motivation for BEinGRID
• Business Aspects
• FilmGrid Case Study
Motivation
Business Experiments in GRID4
Project Data Sheet
• Type of project: Integrated Project• Project coordinator: ATOS ORIGIN• Project start date*: 1st June 2006• Duration: 42 months• Max EC contribution: 15.7 M euros• Consortium: 75 partners
The mission of BEinGRID is to exploit European Grid middleware by creating a toolset repository of Grid services from across the Grid
research domain and to use these services to deliver a set of successful business experiments that stimulate the early adoption of
Grid technologies across the European Union.
Business Experiments in GRID5
BEinGRID Vision
• Typical Technology Transfer project:– 2 waves of 18+7 Business Experiments involving SMEs in various industry
sectors and covering full value chain– Aiming to prove that businesses will benefit from the adoption of Grid
technologies– Planning to set up a repository of vertical Grid solutions, available free/at cost
to the respective sectors
Business Experiments in GRID6
The importance of BEinGRID
• The European Paradox– Europe is strong on Grid research and research take-up– Europe is weak in commercial exploitation
• Unique flagship project: great opportunities and challenges– addressing the European Paradox
• Three main aspects:– the industrial trial involving the full value chain– the repository– the business models
Business Experiments in GRID7
BEinGRID and its siblings
DataminingGrid
OntoGrid
InteliGridK-WF GridCoreGRIDsix virtual laboratories
UniGrids HPC4U
Provenance
GridCoord Grid@Asia
NextGRIDservice
architecture
Akogrimomobile
services
SIMDATindustrial
simulations
data, knowledge, data, knowledge, semantics, miningsemantics, mining
KnowArc Chemomen tum
A-Ware Sorma
platforms, user platforms, user environmentsenvironments
Specific support action Integrated project Network of excellence Specific targeted research project
g-Eclipse
Gredia
GridComp
QosCosGrid
Grid4all
AssessGridGridTrust
trust, securitytrust, security
Grid services, Grid services, business modelsbusiness models
ArguGrid Edutain@ Grid
GridEcon
Nessi-GridChallengers Degree
BREINagents &
semanticsXtreemOS
Linux based Grid
operating system
supporting the NESSI ETP & Grid communitysupporting the NESSI ETP & Grid community
BEinGRIDbusiness
experiments
Business Experiments in GRID8
Project Setup
Technical cross
activities
Trust & Security
VO Management
Service & Data Mgt
Architecture & Interop
.
.
.
Selected branches: GTv4, UNICORE/GS, g-Lite, GRIA, WS-*
Business cross
activities
Dissem. & Exploitation
Market Study
Business Modelling...
Mdw-1 Mdw -2 Mdw -n
BE1 BE2 BE3
...
BE4 BE5 BE18
Repository
Business Experiments in GRID9
Experiments by sectors
Experiments by technology
Cross Activities
Finance
Multimedia
Retailing
Logistics
Chemistry
Government–Public service
Aerospace
Environmental Science
Textile
Ship Building
Engineering
Automotive
Movie post-production
End-User
Service Provider
Integrator
Business Aspects
Business Experiments in GRID11
Unusual support
• BEinGRID features a dedicated activity to provide Business and other Non-Technical Support to the BEs– Market and pilot context
– Business modelling
– Exploitation strategies
– Common dissemination
– Training
– Legal issues
Business Experiments in GRID12
BE Business Focus
• Business Model – how will it make money?– Place in value chain and alliances– Target market – Product and/or Service offering
• Business Case – the business opportunity in terms of RoI, or other measures, end-user perspective mainly
• Business Plan – elements of how project will go to market – Target market and competition– Offering and value proposition (added value)– Marketing and Promotional Plan– Implementation plan
FilmGrid – Movie post-production workflow
Business Experiments in GRID14
BE02 – FilmGrid
• “Movie post-production workflow”– 18 months, starting Sep 06
• Reviewing data flow in the industry– Current data movement tied into celluloid shooting– What is the effect of digital capture?– How useful is Sohonet other than for email?
• Partners are:– EPCC, The University of Edinburgh– The Hat Factory, a motion-picture post-production house in Soho
specialising in digital workflows– Joe Dunton and Co, a movie-equipment hire associated with high-
value projects
Business Experiments in GRID15
FilmGrid Topics
• Distributed Post-Production– e.g. director, cinematographer, grader, editors, V/S FX
• Large Amounts of Data– ~10 TB of working data per movie
• Transfer of Data– Currently by courier
Business Experiments in GRID16
Solution: Data transfer
Past Present Future
Business Experiments in GRID17
Solution: Storage → presentation
1 2 N
………
Filtered view of global data
Workflow metadata
Distributed data
Client
Business Experiments in GRID18
Checkpoint
• Captured user requirements– TA description significantly overhauled– Extensive GUI mock-ups reviewed in Jan
• Issued design document– Features unique, distributed data storage scheme– Includes class diagrams
• Assessed middleware– Building most necessary components ourselves– Considered SRB– Globus WS Core to build services for inter-server communication– Postgres for database– Security: PERMIS? VOMS?
• Drafted Initial Business Plan– Aiming for proof-of-concept, usable software– We would at least like to see the software taken up by our end-users– Software as a service scenario?
Business Experiments in GRID19
FilmGrid in the Movie Value Chain
• Aim is to produce a software tool for movie post-production to improve:
– Security – Efficiency – Cost-effectiveness
• Handling large data files• Tuning workflow to match
digital media
UK Film industry turnover by value chain activity, 2002
Value chain activity
Turnover (£m)
% of total
Distribution and exhibition
2,363 66.6%
Production 890 25.1%
Post-production 153 4.3%
Pre-production 140 3.9%
Total 3,546 100.0%
Source: Cambridge Econometrics/Optima
http://www.ukfilmcouncil.org.uk/information/statistics/yearbook/?y=2005&c=12
Business Experiments in GRID20
FilmGrid Business Case
• Opportunity: – Recent UK Film Council report says that
the UK Film Post Production sector is worth £410M.
– An increase in efficiency of only 10% would save £41M annually in the UK alone.
– The market may well include thousands of customers world-wide
• Value of the Grid:– Employing Grid technologies to develop
components– Employing Grid methodologies to go
from centralised to distributed
• RoI:– No concrete figures yet– Project cost (estimate): ~£360K– RoI calculation will have to take into
account non-monetary benefits
Description: Software tool that handles large files and metadata, while encapsulating post-production workflow
Efficiency Gain:
THF estimates savings of up to 50% in time and processing costs by reducing delays to receive data and to the actual processing of data
Effectiveness Gain:
Data transfer becomes secure, reliable and traceable. Post-production workflow becomes repeatable across movies. Single access point provides data location.
Business Edge:
Mitigates the risk of movie segments being leaked. Reduces the turnaround time and allows a bigger share of the market.
Business Value Table
Business Experiments in GRID21
FilmGrid Business Plan
• Channels: – Possible to market alone, based on THF and JDC contacts world-wide– May prefer to team up with a large post-production equipment and software
supplier• Again THF and JDC contacts crucial
• Value Map for Distributor case:
ApplicationProvider
TechnologyProvider /Distributor
End-User
Support Supplier
£
£
£
£
Business Experiments in GRID22
FilmGrid Business Plan
• Competition:– Digital Vision may be looking into distributed systems– DVS Spycer provides a distributed content (asset) management. It
does not provide functionality such as workflow information, resource versioning and adequate security. It also does not provide uniform view and access to the distributed resources.
– Ascent Media is expected to be another main competitor as it is looking to go into the Grid market. So far they have made no great impact in the UK market.
– The Bones data management system from the Thompson group appears to satisfy certain data management requirements from the motion picture post-production. However it does not appear to satisfy many features desired by numerous post-production houses.
Our key competitive advantage is the close involvement and expertise of our end-user partners
Conclusions
Business Experiments in GRID24
Recap
• BEinGRID fosters the uptake of Grid technologies by European businesses
– Key goal of the Commission strategy
• Three main, parallel instruments:– 18+7 Business Experiments, each with its business model– A repository of high-level services, motivated by the BEs– Technical and Business Cross Activities, supporting the BEs and filling the
repository
• The project has a keen focus on Business aspects
• FilmGrid is producing a software tool to encapsulate movie post-production workflows and revolutionise data-management in the sector
– Grid provides components and mentality– FilmGrid to benefit from the business support offered by the project
http://www.beingrid.eu/
