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"What Just Happened" to Hula Post?

Hula Post s Avid Adrenaline systems used on " and in " Barry Levinson comedy. (October 20, 2008)

DMN Newswire--2008-10-20--October 16, 2008Hula  Hula Post injected some adrenaline into 2929 Entertainment's feature What Just Happened, supplying two Avid Adrenaline nonlinear editing systems for the duration of the film's postproduction.

What Just Happened stars Robert De Niro as a fading producer struggling to ready his film for the Cannes Film Festival and also features Bruce Willis, Sean Penn, Stanley Tucci, Catherine Keener and John Turturro in supporting roles. Comedic heavyweight Barry Levinson directs from a screenplay adapted by longtime producer Art Linson, who also wrote the book. The film opened in theaters October 3.

Hula Post provided two Avid Media Composer Adrenaline systems on the Mac platform with Avid Dnxcel hardware, a shared storage system, decks and other peripherals. Editing was done in standard definition, and the unconventional location of the editing suite didn't faze Hula.

"We provided Avids for the production on a remote location in Connecticut," says Denine James-Nio, CEO of Hula Post. "A lot of the movie was shot in Connecticut."

That remote location was director Barry Levinson's ranch house, where he prefers to edit his films.


"What was unique about this," says 2929 International's Marc Wuertemberg, "was we weren't working in New York or Los Angeles ? we were working in a rural part Connecticut at someone's house. There was little ability if something had gone wrong of actually fixing it immediately. Thank god Hula's equipment was above par. In the beginning during setup, they had someone out from New York immediately. I would say there was no downtime whatsoever regarding the equipment."
The two Adrenaline systems were used for an unusually long time, ironically due to the very film festival that De Niro's character is aiming for ? Cannes. "Generally, our post schedules run about 24 weeks," says Wuertemberg. "However, this particular project was a little more lengthy. The end of our principal photography was May 2007, and literally, we did not finish post on this film until a year later for the Cannes Film Festival this year. It was the taking of time to get the right cut."
Not only did Hula's editing systems help finish What Just Happened, one of its Adrenaline systems appears in the film as well, with De Niro's character using it to find the right cut of his film. "We actually had Robert De Niro working on an Avid in the movie," says James-Nio. "Our tech went to the set to lend support during the shooting of the movie as well."
What Just Happened marks the first time 2929 Entertainment has collaborated with Hula Post. "In a roundabout way I got to know Denine and Hula's abilities, and we decided to give them a chance," says Wuertemberg. "Dealing with Denine is a delight. She's very personable, very easy to relate to and is able to do anything you ask of her. You have a director and an editorial crew who are very specific in what they are used to working with, what their wants are. She was able to rise to the occasion and make it as painless as possible."

Hula Post made such an impression that 2929 has turned to it again on another film currently in post called The Road, which was shot in Pennsylvania in Pittsburgh and surrounding areas. "We did the post out of Philadelphia," says Wuertemberg. "They were able to set my crew up in Philadelphia, oversee all the equipment and keep it up and running. I recently moved that crew to Los Angeles, where Hula then set up duplicate systems so that there would be no downtime. It went extremely smoothly. I've come to rely on Hula because they are able to handle these films that are not in your normal postproduction territory."

About Hula Post Production

Hula Post Production services the post-production communities in Los Angeles, through its Studio City and Venice locations, and New York City, providing Avid rentals, both standard and high-definition video decks and related equipment. In addition to a wide variety of post-production rental products, Hula Post Production offers its clients technical resources and comprehensive product solutions. For more information, visit

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Related Keywords:Hula Post, Robert De Niro, Avid, post production, Denine James-Nio, 2929

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