The demise of Antics 3D
Where the traditional tools of media production have remained remarkably unadventturous over the pat few years (NLEs and DAWs have really evolved very little in concept), there have been a set off digital tools built around Machinima that have shown true innovation in creative software concept.
Real-time virtual world production has been embraced and dynamically explored by a host of tools such as iClone, Moviestorm and
Antics3D. What the later two of these has also done is breakdown traditional software financial structure. Antics and Moviestorm as commercial enterprises both function on the idea of selling 'content' and 'resources' rather than the tool itself. In the case of Antics3D the product was available in a free Base version and a low-cost Pro version. In both cases the commercial focus was on selling extra content (models and sets and pre-build 3D objects) to end users rather than a high cost initial product.
These endeavors by Moviestorm and Antics are part of a world wide search on the part of software developers of all kinds to find a viable economic model in the digital age. Certainly the old model of selling a fixed software product is highly problematic in an age where 'illegal' duplication and distribution of software is all to easy. The digital age is one that does not respect traditional notions of 'ownership' and nor should it innately. A computer is designed purely to do exactly this - copy and distribute and as such any defiant demand to conform to concepts that pre-date digital seems fundamentally flawed at best, absurd at worst.
But as developers search for a new economic business model there will inevitably be failures. It seems that Antics is a casualty of not striking a fulcrum in economic viability as it now closes its doors and ceases development.
This from the Antics press release...
Important Notice to Antics3D Customers and UsersAntics Technologies will no longer be offering Antics3D for purchase or download, and subscriptions can no longer be renewed after 28th November 2008. We will continue to support existing customers, and allow access to content until at least June 2009. The demise of Antics is a shame as Antics really did present a very powerful system for Pre Vis and animation and real-time machinima. It instigated a great deal of fresh thinking into creative software. All is certainly not lost as Moviestorm and iClone continue to champion real-time virtual filmmaking and machinima as well as a host of up and coming tools in this rapidly expanding market sector.
But it does make me worry that the 'new' financially viable business model that will work For the digital age and not against it is still elusive and unknown. Moviestorm in particular has a similar economic concept as Antics - I hope they know something Antics didn't and have along term viability plan.
Posted at 12:00AM Nov 12, 2008
by Mike Jones in 3D graphics & gaming |
Antics had focused on the pre-viz market since it's inception and had only recently started branching out to appeal to machinima filmmakers and individuals in fields like crime scene reconstruction and education. Their ease of use and recent integration with content at the Google warehouse made it a very promising tool for machinima filmmakers.
To their credit, Antics is continuing to provide support into 2009, will be releasing a 5.1 update in December and is making an effort to keep the content available for a good while. Reactions on the forums has been varied, but most people are hoping that Antics will release info on the models used in the program so the machinima community can continue to create content for the game. Antics also makes it clear that while they will not continue to sell the program after a certain point, users can use the program license free for as long as they want.
Your comment about the viability of the "content" focused business model is a good one. I'm concerned as well. I don't have a specific reason, but my feeling is that iClone and Moviestorm are going to do well in the future. In any event, I'm sure those companies are paying close attention to Antics and their situation.
Posted by Ricky Grove on November 12, 2008 at 04:10 AM EST #
I can't speak for iClone, obviously, but for Moviestorm's part, we're focusing all our efforts on consumers rather than some of the other markets we could be targeting. I think this is a healthy thing - instead of competing for customers, we can co-operate to build the wider market for this type of tool, and each develop the right tool for our particular sub-set of users.
We're confident that the business model does work. It may be a relatively new approach for the traditional software tool market, but it's already working well in other parts of the entertainment software industry. There are plenty of games companies who are making a healthy living out of selling add-on content or episodic content. It's working well for Daz3D, for example, and EA makes more money from Sims add-on packs than they do out of selling the base products. And, of course, with everyone feeling squeezed, it's easier for a customer to spend a few bucks and get something they really want rather than buy a big expensive pile of stuff when they know they only want a small part of it.
Of course we will continue to look at our business model and make changes if we have to - that's just normal sensible business practice. However, we're happy that what we're doing is right, that it will work, and it's what our customers want.
Posted by Matt Kelland on November 12, 2008 at 11:56 PM EST #
The price is also very appealing for these products since money in the public school venue is beginning to become extremely scarce in the current economic situation. I am sorry to see Antics leave the market but am glad for their continued support. Although finding software that is inexpensive, easy to use, and creates a professional looking product is difficult, I am hoping to keep the movie making process alive in my classes.
Posted by Ken Smead on November 21, 2008 at 03:06 AM EST #
Posted by hackcess on December 04, 2008 at 06:36 AM EST #