[et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||0px||false|true” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” global_colors_info=”{}”]<\/p>\n
Fresh off the MovieLabs 2030 Forum<\/a> naming its roster of inaugural members (including MASV!) back in March, we thought it a good time to gauge just how prepared the industry is to meet the MovieLabs 2030 Vision, along with how much progress has been made so far.<\/p>\n We also wanted to check in on some of the biggest challenges facing companies aiming to align with the 2030 Vision, the opportunities for those who get there, and what it all means for organizations in any industry who work with people and data. <\/strong><\/p>\n Make sense? Good. Let\u2019s get it.<\/p>\n [\/et_pb_text][et_pb_video src=”https:\/\/youtu.be\/Ct8X2APtbo0?si=zR8h04EVKxzHbdH6″ _builder_version=”4.14.7″ _module_preset=”default” box_shadow_style=”preset2″ locked=”off” global_colors_info=”{}”][\/et_pb_video][et_pb_text _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_font_size=”26px” width=”100%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|tablet” max_width=”100%” custom_margin=”|-54px|0px||false|false” custom_padding=”0px|||0px|false|false” global_colors_info=”{}”]<\/p>\n Table of Contents<\/strong><\/p>\n<\/div>\n<\/div>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_cta title=”Crush Your Deadline With MASV” button_url=”https:\/\/app.massive.io\/en\/signup” button_text=”Start for Free” module_class=”starttrial” _builder_version=”4.14.7″ _module_preset=”default” header_level=”h5″ header_font=”||||||||” header_font_size=”26px” header_line_height=”1.3em” body_line_height=”1.8em” background_color=”#202332″ use_background_color_gradient=”on” background_color_gradient_start=”#072231″ background_color_gradient_end=”#031119″ custom_button=”on” button_text_size=”18px” button_text_color=”#FFFFFF” button_bg_color=”#0472ef” button_bg_color_gradient_start=”#0472ef” button_bg_color_gradient_end=”#005dc6″ button_bg_color_gradient_direction=”90deg” button_border_width=”0px” button_font=”Roboto|700|||||||” button_custom_padding=”10px|42px|10px|42px|true|true” custom_margin=”||20px||false|false” link_option_url=”https:\/\/app.massive.io\/en\/signup” border_radii=”on|10px|10px|10px|10px” border_color_top=”#3d72e7″ border_color_left=”#3d72e7″ box_shadow_style=”preset2″ box_shadow_horizontal=”-13px” box_shadow_style_button=”preset1″ locked=”off” global_colors_info=”{}” button_border_width__hover_enabled=”on|hover” button_custom_padding__hover_enabled=”on|hover” button_custom_padding__hover=”|2em|||false|false” button_border_width__hover=”0px” button_bg_color__hover=”#005dc6″ button_bg_color__hover_enabled=”on|desktop”]<\/p>\n MASV just might be the fastest, most reliable, and easiest-to-use file transfer in the universe.\u00a0<\/p>\n [\/et_pb_cta][et_pb_code _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_code][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||||false|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-one” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n Originally published in 2019 by Motion Picture Laboratories (MovieLabs), the 2030 Vision<\/a> plots out how organizations in content creation, post-production, VFX, distribution, and other elements of the media creation value chain can explore innovative technologies (and adopt them) through 10 guiding principles.<\/p>\n The technology focus is on cloud infrastructure, enhanced content protection through security by design, and software-defined workflows.<\/p>\n MASV CTO and interim CEO Majed Alhajry \u2013 the company\u2019s technology, innovation, and software development leader, and someone well acquainted with the MovieLabs Vision<\/a> \u2013 says the 2030 Vision applies to far more use cases than just media and entertainment (M&E).<\/strong><\/p>\n \u201cYou can extend these principles into so many industries \u2013 really any workflow that involves data and humans,\u201d he says. Any collaboration involving technology, data, and multiple steps require nimble tools capable of adjusting to new realities and new workflows \u2013 qualities not often associated with traditional on-premises infrastructure.<\/p>\n<\/blockquote>\n MovieLabs is a technology joint venture between major studios Sony Pictures Entertainment Inc., Paramount Pictures Corporation, Walt Disney Pictures, Warner Bros., and Universal Studios. It develops and recommends technology-enabled industry standards and specifications, such as its 2030 Vision, Digital Distribution Framework<\/a>, and Common Security Architecture for Production<\/a>.<\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/massive.io\/wp-content\/uploads\/2025\/03\/Wasabi-image-1-scaled.jpg” alt=”Wasabi cloud storage” title_text=”Professional camera man at work” _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||||false|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-two” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n The biggest challenge of meeting the 2030 Vision, however is the prospect of lifting-and-shifting on-prem workloads to the cloud <\/strong>\u2013 a tempting (albeit usually misguided) approach for any organization with traditional on-prem workflows. This can generally be attributed to two factors: Mentality and technology.<\/p>\n Mentality is often the easy part: Even though some companies still face internal resistance to moving workflows to the cloud, this year\u2019s NAB Show demonstrated its popularity with its focus on hybrid workflows involving a mix of cloud and on-prem tools.<\/p>\n [\/et_pb_text][et_pb_text module_id=”physical” _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_4_text_color=”#444444″ background_color=”rgba(158,213,247,0.19)” custom_padding=”2%|3%|2%|3%|false|true” border_width_left=”5px” border_color_left=”#3d72e7″ global_colors_info=”{}”]<\/p>\n \ud83d\udca1 Go Deeper: <\/b>The Benefits of Hybrid Cloud for Media Workflows<\/a><\/p>\n [\/et_pb_text][et_pb_text module_id=”section-two” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n The technology challenges, however, can be a bit more\u2026 challenging.<\/p>\n Alhajry points to one recent production as an especially notable example of content producers meeting significant roadblocks when trying to align with the Vision.<\/p>\n \u201cThey tried to do all production in the cloud,\u201d he says, but hit a snag during color grading, which required a physical workstation with ultra high-res reference monitors. \u201cThey just could not do that in the cloud. Technology is going to be a hurdle for some of these workflows, and it\u2019s going to remain a challenge.\u201d<\/p>\n<\/blockquote>\n Technology roadblocks in certain areas of the value chain, like the above, run deep. He also points to the nature of non-linear editors (NLEs) like Premiere Pro and Final Cut Pro, which aren\u2019t designed to be cloud-native and require files to be on a physical storage drive.<\/p>\n This proved another key challenge for the project mentioned above, which needed to copy and move files multiple times, with files landing in an expensive cloud-based network attached storage (NAS) with Premiere Pro running in a virtual machine for editing.<\/p>\n Similar challenges were recently noted by Netflix in its TechBlog<\/a>.<\/p>\n \u201cEven when workflows are fully digital, the distribution of media between multiple departments and vendors can still be challenging. A lack of automation and standardization often results in a labour-intensive process across post-production and VFX with a lot of dependencies that introduce potential human errors and security risks.<\/p>\n \u201cMoving media into the cloud introduces new challenges for production and post ramping up to meet the operational and technological hurdles this poses. For some post-production facilities, it\u2019s not uncommon to see a wall of portable hard drives at their facility, with media being hand-carried between vendors because alternatives are not available.\u201d<\/p>\n<\/blockquote>\n [\/et_pb_text][et_pb_image src=”https:\/\/massive.io\/wp-content\/uploads\/2025\/06\/woman-with-headphones-working-on-photo-editing-2024-11-25-10-15-36-utc.jpg” alt=”Wasabi cloud storage” title_text=”Woman with headphones working on photo editing” _builder_version=”4.14.7″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text module_id=”lift-and-shift” _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n While it is possible to meet the 2030 Vision using a lift-and-shift model, it\u2019s much more expensive and inefficient than working with cloud-native tools.<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n \u201cAnd they will get burned by it,\u201d he says. \u201cIt has to be cloud-native \u2013 period.\u201d<\/p>\n For that to be realistic from a media production standpoint, technology companies like Adobe will have to produce cloud-native, browser-based versions of their software \u2013 a little like when the traditional on-prem MS Office became the browser-based Office 365.<\/p>\n Similarly, companies like Apple and Google that own web browsers will also need to add certain standards to their products that don\u2019t currently exist.<\/p>\n But pressuring companies to move on these realities isn\u2019t something a single entity can do on its own: It will require an industry-wide push, Alhajry says.<\/p>\n \u201cThis is where the industry needs to extend beyond themselves,\u201d he says. \u201cRight now, for me to go and push a standard as a startup, that\u2019s a steep hill to die on. But it\u2019s different if you\u2019re moving as an industry, and saying: \u2018Look, browser makers, you need to adopt these standards so we can move our software to be cloud-native and work on a browser.\u2019\u201d<\/p>\n<\/blockquote>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|desktop” _builder_version=”4.14.7″ _module_preset=”default” background_color=”#FFFFFF” custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|false|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” border_width_top=”1px” border_color_top=”#e1e1e1″ locked=”off” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”0px||||false|true” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-three” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n Here\u2019s the good news: If the industry hasn\u2019t met all (or even most) of the 2030 Vision\u2019s 10 fundamental principles, you won\u2019t turn into a pumpkin at midnight.<\/p>\n The main benefit of the Vision\u2019s 10 guiding principles \u2013 including the requirement that all assets are created or ingested straight into the cloud; and that applications come to the media (and not the other way around) \u2013 are the action and conversation they\u2019ve spurred, Alhajry says.<\/p>\n \u201cI\u2019m a big believer in setting goals to start the conversation, to force the conversation,\u201d he explains. \u201cThat\u2019s how I see the Vision: To force the conversation, rather than achieving a specific goal by a specific time frame. What happens if you don\u2019t meet the 2030 time frame? We still learned a lot. And it has helped people wake up to the fact that things are changing quickly” thanks to the creator economy.<\/p>\n<\/blockquote>\n [\/et_pb_text][et_pb_text module_id=”creators” _builder_version=”4.14.7″ _module_preset=”default” text_text_color=”#000000″ text_line_height=”1.8em” header_3_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n Alhajry says he agrees with comments from producer Michael Cioni, in his keynote at this year’s HPA Tech Retreat, <\/a>that large studios and others in the filmmaking and television industries have built a metaphorical moat around their industry. They’ve done this by enacting and enforcing controls and standards around how media is captured and displayed, “right down to HDR standards.”<\/p>\n But that model, which seemed to work so well for years, is now dying a slow death.<\/p>\n \u201cYou force customers to buy stuff because you want to control the whole ecosystem, top to bottom, because of those high quality standards. But there\u2019s this little thing that came along: It\u2019s called YouTube. It\u2019s called Instagram,\u201d he explains, referencing recent Nielsen data<\/a> that show YouTube now dominates U.S. TV viewership, at 25 percent market share. \u201cCreators are moving faster (than Hollywood) and starting to eat their lunch.\u201d<\/p>\n<\/blockquote>\n He chalks this up to generational factors, along with the ever-shrinking quality gap between major productions and creator videos recorded with powerful new smartphones and other gear instead of six-figure cinematic cameras.<\/p>\n \u201cThe gap is really shrinking,\u201d he adds. \u201cSo as an industry, you need to wake up. And to wake up you need to remove all that friction, because you don\u2019t have momentum anymore. The momentum is with the creators.\u201d<\/p>\n<\/blockquote>\n Regaining that momentum will require a major effort by the big studios and others in that ecosystem to remove friction points and sometimes cumbersome standards that have become counterproductive as creator technology improves.<\/strong><\/p>\n \u201cThink about being nimble, think about APIs, think about cloud-native,\u201d he says. \u201cThat\u2019s the future. You\u2019ve got to have APIs. They have to be open. You have to use open standards so everyone can interface with them.\u201d<\/p>\n<\/blockquote>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|phone” _builder_version=”4.14.7″ background_color=”#f5f5f5″ custom_margin=”||||false|false” custom_padding=”2%|20%|2%|20%|true|true” custom_padding_tablet=”4%|0%|4%|0%|true|true” custom_padding_phone=”6%|0%|6%|0%|true|true” global_colors_info=”{}”][et_pb_row _builder_version=”4.14.7″ _module_preset=”7b1bf5ad-cc2a-4448-981c-4963d88bd6e8″ custom_margin=”||||false|false” custom_padding=”||||false|true” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.9.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”section-four” _builder_version=”4.14.7″ _module_preset=”2514b1ee-af07-4bc3-a96b-c9aaa32f4a18″ text_text_color=”#000000″ text_line_height=”1.8em” header_2_text_color=”#000000″ global_colors_info=”{}”]<\/p>\n The technology minds behind MASV<\/a> created a service tailor-made to fit the 2030 Vision, including the use of open protocols, which are publicly available rules and standards that can be used by anyone without licensing fees or company-specific restrictions.<\/p>\n Because even though it might yet not be realistic to run every element of a production and post-production workflow<\/a> in the cloud, cloud-native file transfer is certainly the most cost-effective, performant, and reliable way to share and manage large files and datasets.<\/strong><\/p>\n Along with being a MovieLabs Industry Forum member, MASV meets several other 2030 Vision principles, thanks to:<\/p>\n\n
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What is the MovieLabs 2030 Vision?<\/h2>\n
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Meeting the 2030 Vision: The Biggest Challenges<\/h2>\n
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Is it possible to meet the 2030 Vision with a lift-and-shift model?<\/h3>\n
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So What Else Needs To Be Done \u2014 and What if Time Runs Out Before 2030?<\/h2>\n
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\u2018Creators are moving faster, and starting to eat their lunch\u2019<\/h3>\n
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MASV: Designed With the MovieLabs 2030 Vision in Mind<\/h2>\n
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