Moviola: More than just post: At this Hollywood fixture, you can buy tape and rent editing systems and camera packages — and there's an education center, too - Open House - Brief Article

Post, Jan, 2002

HOLLY WOOD - "Our main problem is that some people don't realize everything we do here," laughs Randy Paskal, managing director of Moviola.

This medium-sized, family-owned company has an interesting history: Joe Paskal started the empire selling degaussed short ends out of his trunk. So was born the J&R Film Company, Paskal and his partner at the time, Richard Bansbach, built their business rapidly and soon became a popular choice for studios and editors. His success led to his outright purchase of the Moviola rental company in 1974. Ten years later; he added the parent company Magnasync/Moviola to his portfolio.

AN EXPANDED REACH

Today, known as Moviola, the company competes in many different areas, a far cry from the days of traditional editing supplies, which incidentally it still carries for the die-hard traditionalist.The company operates three divisions: Sales, Rentals and The Moviola Education Center.

The sales department has an entire staff devoted to the sales of data media and tape stock. As a Sony Professional Media dealer, it offers clients a wide range of product and availability. It also distributes JVC, Maxell and lomega products.

The company's sales capability expands upwards and outwards. On the lower end, the company sells cameras, decks, storage drives, peripherals and more. Moviola is also a Sony Professional Dealer, and features the DVCAM family of products. From there, the company's roots in post production are evident in its line of nonlinear editing systems, software and supplies. From Apple Final Cut Pro to Media 100, Pinnacle and Premiere. Moviola was recently awarded Gold Premiere Reseller status by Avid Technology, allowing it to distribute the entire family of Avid products.

Using a small and personable staff of rental agents, techs and drivers, Moviola maintains a large rental inventory of storage products. From Avid drives to VTRs... they even have 24/7 service. There is also a team of ACSRs (Avid Certified Support Representative) and rental agents who manage another huge inventory of Avid Systems available.

Downstairs, packed away in a corner, you will generally find Bill Weisman hunkered over his computer, feverishly pumping out quotes and proposals. Weisman was recently brought on board to establish the camera rental department. "There is nowhere else you can go and buy tape stock, rent an Avid, and secure a digital camera/sound package all in one location," he says.

"Getting the word out is the hard part," he continues. "People don't generally associate the name Moviola with cameras, but we've got'em."

Weisman has found an interesting way to market his division as well as the whole company. He and associate Ron Mencer, a business development executive, have formulated deals with universities, guilds and organizations, offering their knowledge and discounts on camera rentals and other products. "We are building our client base of tomorrow," says Weisman "It is a really good way to spread the message that we are a one-stop shop and strike some good-faith deals to cultivate strong relationships."

SERVICING DIGITAL FILMMAKERS

The focus that ties the new camera department perfectly into the rest of the services is the effort to assist and cultivate digital filmmakers. Weisman and Mencer have reached out to numerous productions preparing to shoot on digital video and helped them conform their package and production plan. They are aligning themselves for many reasons, but one stands out as a confirmation that the future has arrived. Mencer comments, "Ever since film school, I have been hearing the predictions that digital video will replace film. I don't think it will ever completely replace it, at least not for some time, but if you look around, a huge trend is underway. Digital fllmmaking is here in a big way." Weisman adds, "We can service the entire digital workflow. A traditional filmmaker usually has to make multiple vendor stops on the way to production."

The Moviola Education Center is two rooms of Avid systems, a room full of Mac G4s and a Digidesign Pro Tools classroom. As an Avid Authorized Education Center, the facility provides the full range of Avid courses from the basic MC 101 up to the ACSR Certification Course. Moviola is the only center to offer the latter. Other courses include Final Cut Pro, Macromedia, Adobe, and other Web and design-related software. The state of California offers the opportunity for employees to train for free provided that their employers qualify and contribute to the unemployment fund.

Weisman demonstrates his personal efforts with a comment to the clients when rental packages go out, "If anything goes wrong, I've got a pager, two cell phones and an email address. They are all on my card. If anything goes wrong, call me. I'm not kidding." Asked if that generosity has ever been taken advantage of, he shrugs and smiles, "This is Hollywood. What do you think?"