Google buys video-rendering firm Zync to boost cloud offerings

Technology giant Google has added video-processing service provider Zync Inc, which specialises in visual effects cloud-rendering technology, in an effort to boost its cloud platform.

Boston-based Zync played a major role on the visual effects of the blockbuster movie Star Trek Into Darkness.

The company's product Zync Render offers online tools to render wide range of videos. Rendering used in the visual effects industry is the process of taking computer generated 3-D models and turning them into the realistic 2-D visuals that are seen in movies.

Google product manager, Belwadi Srikanth said in a blog that the tandem between the Zync and Google Cloud Platform would provide studios with cost-effective rendering performance and services. He added, ''For example, with per-minute billing, studios aren't trapped into paying for unused capacity when their rendering needs don't fit in perfect hour increments.''

The terms of the deal were not revealed.

Zync Render had already rendered many commercials and feature films including Looper, Flight and American Hustle.

Rendering requires massive amounts of computing power, which means most visual effects companies need to build up entire "render farms" to create their scenes.

With Zync Render, companies can render visuals through the cloud, letting artists create imagery without having to own and maintain a render farm.

Google said Zync would be integrated into the Google Cloud Platform, used by companies to host their work on Google's servers rather than their own.

Google's clients include several app developers, such as Snapchat and Rovio, the company behind the "Angry Birds" franchise.

Zync said in a note about its acquisition that it  would be able to offer "better pricing" for its services. According to Daniel Lay, co-founder of the Association of Digital Artists, Professionals and Technicians the acquisition by Google should benefit small visual effects companies and freelance artists who did not own render farms, said.

He added, it the cost could come down then a lot more people would look into it. Lay is also the writer of VFX Soldier, a visual-effects industry blog.

Zync said on its web site:"We are thrilled to announce that ZYNC has joined Google!

"Since its inception at visual effects studio ZERO VFX, nearly 5 years ago, ZYNC was designed to not only leverage the benefits and flexibilities inherent in cloud computing but to offer this in a user-friendly package.

"Pairing this history with the scale and reliability of Google Cloud Platform will help us offer an even better service to our customers - including more scalability, more host packages and better pricing (including per-minute billing).

"With a friction-free, affordable, and elastic rendering solution, visual designers and artists in the industry can continue to do their best work.

"Yes, we are excited, and yes, great things are coming. But we most especially want to thank our customers, our partners in the VFX software industry, and our phenomenal team for getting us to where we are today.

"Our service will be back and better than ever on Google Cloud Platform."