FilmConvert
FilmConvert develops film emulation and camera-matching colour-grading plugins for filmmakers, offering Nitrate, CineMatch, Hazy, and Halation as native plugins for Premiere Pro, DaVinci Resolve, and Final Cut Pro.
- Company typePrivate
- Founded2012
- HeadquartersCanoga Park, United States
- Headcount1–10
- GTM typeB2C
- OfferingSoftware
What FilmConvert does
FilmConvert, trading as Rubber Monkey Software Ltd, is a Wellington, New Zealand-based software company founded in 2012 that builds film emulation and colour-grading plugins for the video post-production market. The company originated inside a sister post-production firm whose clients wanted the analog film aesthetic but could not absorb the cost of 35mm stock (approximately NZ$1,000 per 10-minute roll), and the first product addressed this by converting RED One digital footage into a Cineon-style film look. The current portfolio centres on FilmConvert Nitrate — a plugin that recreates grain, colour response, and halation using empirically captured data from 19 real film stocks — with CineMatch providing sensor-based colour matching across 100+ cameras, plus add-ons Hazy (lens diffusion simulation) and Halation (the red glow of motion picture film).
The technology is delivered as native plugins for Adobe Premiere Pro, DaVinci Resolve (OFX), and Final Cut Pro (FxPlug), with legacy and standalone support for Avid Media Composer, After Effects, Photoshop, and a desktop application. Products are sold as one-time perpetual licences under a product-led growth motion: fully functional watermarked trials are downloaded directly from filmconvert.com, purchased licences activate via FKV files, and an in-app downloader manages the 100+ camera-specific profiles whose release cadence is the company's main ongoing engineering output. Camera profiling is sustained through OEM loaner relationships with Sony New Zealand, Canon New Zealand, Drone Depot NZ, and Rubber Monkey.
Revenue is generated entirely through software licence and add-on sales; the Halation add-on is disclosed at US$59 (US$49 Black Friday), with bundle and main-plugin pricing structured around perpetual one-time payments that include twelve months of camera-pack updates. Marketing is content-led via the ColorHub blog, social channels (Instagram, YouTube, X, Facebook, Vimeo), influencer reviews (Philip Bloom, Vincent Laforet, Gerald Undone), an annual ColorUp film competition, and an active presence at NAB Show in Las Vegas. The firm operates as a small (1-10 employee), bootstrapped, founder-owned entity with a sole disclosed external capital event being a NZ$137,508 Callaghan Innovation grant in August 2016, and serves a global customer base of professional and prosumer filmmakers.
FilmConvert firmographics
Firmographics- Name
- FilmConvert
- Legal name
- Rubber Monkey Software Ltd
- Website
- https://filmconvert.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- FilmConvert develops film emulation and camera-matching colour-grading plugins for filmmakers, offering Nitrate, CineMatch, Hazy, and Halation as native plugins for Premiere Pro, DaVinci Resolve, and Final Cut Pro.
- Ownership category
- akta.pro rank
FilmConvert industry classification
Industry- Product category
- Video Color Grading Software
- NAICS
- Postproduction Services and Other Motion Picture and Video Industries (51219)
- SIC
- Services-Motion Picture & Video Tape Production (7812)
- akta.pro primary industry
- Color Grading & Finishing (DI, HDR, Deliverables) (MPADAGAB)
- akta.pro secondary industry
- Color Grading & Color Management (MPAHAAAB)
Keywords
Where FilmConvert is headquartered
LocationHeadquarters
- HQ city
- Canoga Park
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
FilmConvert business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Software License Sales: FilmConvert sells perpetual software licenses for its plugin products including FilmConvert Nitrate, CineMatch, Hazy, and Halation. Licenses are single-machine licenses with flexibility to activate on up to three computers owned/operated by the purchaser. Camera pack updates are included for 12 months from purchase date, with subsequent packs potentially requiring separate purchase.
- Add-on Products: Halation is sold as an add-on to FilmConvert Nitrate licenses, available for $59 USD (special Black Friday pricing of $49).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Halation Add-on |
| One time/ perpetual license | Pay-as-you-go | Software License (Nitrate, CineMatch, Hazy) |
| One time/ perpetual license | Pay-as-you-go | Bundle License |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
FilmConvert product offering
Product offeringCore offering
FilmConvert develops and sells video color grading software plugins that emulate the look of analog film stocks and enable color matching across multiple camera brands. Its products are delivered as native plugins for Adobe Premiere Pro, DaVinci Resolve, and Final Cut Pro, and include FilmConvert Nitrate (film emulation), CineMatch (camera matching), Hazy (lens diffusion), and Halation (film glow effect).
Product overview
FilmConvert is a video color grading software company offering a suite of film emulation and camera matching plugins. The product portfolio centers on FilmConvert Nitrate as the core film emulation platform, supplemented by CineMatch for cross-camera color matching, and add-on modules Hazy (lens diffusion simulation) and Halation (film halation effect). All products are delivered as native plugins for Adobe Premiere Pro, DaVinci Resolve, and Final Cut Pro, with support for over 100 camera-specific profiles. The company was founded in 2012 in Wellington, New Zealand, and operates as Rubber Monkey Software Ltd.
Differentiator
Problem solved
Functional benefit
Brands
- FilmConvert Nitrate: Film emulation plugin that recreates the look of real film stocks using authentic film stock data, adding natural grain, halation, and rich color response.
- CineMatch
- Hazy
- Halation
Products and services
- FilmConvert Nitrate FilmConvert Nitrate is a film emulation plugin that recreates the timeless look of real film using authentic film stock data. It adds natural grain, halation, and rich color response to digital footage, combining classic film aesthetics with modern color grading control and flexibility.
- CineMatch CineMatch is a camera sensor-based color correction and matching plugin that corrects, balances, and matches footage across multiple cameras. It uses camera sensor data to achieve consistent, professional looks across diverse camera setups, saving hours in post-production.
- Hazy Hazy is a lens diffusion filter simulation plugin that recreates the look of physical Pro Mist and Bloom filters. It softens harsh highlights, balances skin tones, and adds subtle bloom, providing the texture and atmosphere of film in a flexible digital format.
- Halation Halation is a highlight glow effect plugin that adds depth, warmth, and authenticity by recreating the distinctive red glow that occurs when light scatters through real celluloid film. It completes the film look by simulating the halation effect inherent to analog motion picture film and is sold as an add-on to FilmConvert Nitrate.
- Camera Packs Camera Packs are camera-specific color profiles for FilmConvert Nitrate and CineMatch that provide accurate starting points for color grading specific camera models. Includes profiles for over 100 cameras from major brands including ARRI, Blackmagic, Canon, DJI, Fujifilm, GoPro, Nikon, Panasonic, RED, Sony, and smartphones including iPhone.
Quantifiable outcome
- Saves hours in post-production color correction work through precise camera matching
Companies that use FilmConvert
Customer profileNamed customers6 records
Segments3 records
Ideal customer profiles3 records
FilmConvert technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration8 records
Feature5 records
FilmConvert partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- iPhonecoreFilmConvert creates camera profiles for iPhone including iPhone 14 Pro, iPhone 15 Pro, iPhone 16 Pro, and iPhone 17 Pro. These mobile camera packs enable filmmakers to integrate smartphone footage into professional workflows.
Scale indicators3 records
Recent moves5 records
Expansion highlights4 records
FilmConvert competitors and assessment
Company assessmentDirect peers
- Lutify.me: Lutify.me offers LUT packs and film emulation color grades for video editors, competing in the film look preset and grading category that FilmConvert serves, though primarily through LUT-based rather than plugin-based delivery.
- FXHOME (Artlist): FXHOME (now part of Artlist) offers video editing plugins, effects, and presets including film looks and color grading tools, competing with FilmConvert for video creator and prosumer customers.
- FilmImpact: FilmImpact develops video transition and effect plugins for Premiere Pro, including film-style effects and color-related tools that compete in the broader professional video plugin ecosystem alongside FilmConvert.
- Color Finale: Color Finale is a professional color grading plugin specifically for Final Cut Pro, offering film looks, color wheels, and grading tools that compete directly with FilmConvert's Final Cut Pro plugins.
- Dehancer: Dehancer is a direct competitor offering film emulation plugins for video editing, supporting similar workflows in DaVinci Resolve, Premiere Pro, and Final Cut Pro. It directly competes with FilmConvert Nitrate on authentic film stock emulation.
- Maxon (Red Giant Magic Bullet): Maxon's Red Giant Magic Bullet suite (especially Magic Bullet Looks and Colorista) is a direct competitor in the color grading and film look plugin space, integrated with Premiere Pro, After Effects, and Resolve — competing with FilmConvert for colorist mindshare.
Emerging players
- VSCO: VSCO is expanding from photo presets into video color grading presets and LUTs, targeting the same creator demographic that uses FilmConvert for stylized looks in digital workflows.
- Colourlab AI: Colourlab AI applies AI-driven color matching and grading automation for video editors, targeting the camera-matching and look-development workflows that FilmConvert's CineMatch currently serves — representing a potential AI-based disruption.
Broad incumbents
- Adobe (Premiere Pro / Lumetri Color): Adobe's Premiere Pro with Lumetri Color is one of FilmConvert's primary distribution platforms and a competitive incumbent, with continued investment in built-in color grading tools that could reduce demand for third-party plugins.
- Blackmagic Design (DaVinci Resolve): DaVinci Resolve is the industry-standard color grading NLE, bundled with increasingly capable film emulation and grading tools. It is both FilmConvert's primary distribution platform and its largest competitive threat as native functionality expands.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
FilmConvert social profiles
Digital presenceFilmConvert financial estimates
Financial estimateRevenue estimate
Valuation estimate
FilmConvert leadership team
Management profileNumber of profiles
Profiles1 record
FilmConvert funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
FilmConvert M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about FilmConvert
What does FilmConvert do?
FilmConvert develops and sells video color grading software plugins that emulate the look of analog film stocks and enable color matching across multiple camera brands. Its products are delivered as native plugins for Adobe Premiere Pro, DaVinci Resolve, and Final Cut Pro, and include FilmConvert Nitrate (film emulation), CineMatch (camera matching), Hazy (lens diffusion), and Halation (film glow effect).
Is FilmConvert a public or private company?
FilmConvert is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was FilmConvert founded?
FilmConvert was founded in 2012. It employs 1 to 10 people.
Where is FilmConvert based?
FilmConvert is headquartered in Canoga Park, United States, in the North America region.
How does FilmConvert make money?
Two revenue lines are on record. Software License Sales are the primary driver. The others are add-on Products.
Who are FilmConvert's main competitors?
Direct peers on record are Lutify.me, FXHOME (Artlist), FilmImpact, Color Finale, Dehancer and Maxon (Red Giant Magic Bullet). Emerging players are VSCO and Colourlab AI. Broad incumbents are Adobe (Premiere Pro / Lumetri Color) and Blackmagic Design (DaVinci Resolve).
Does FilmConvert have an API?
No public API is recorded for FilmConvert.
What industry is FilmConvert in?
FilmConvert's product category is Video Color Grading Software. Its primary akta.pro industry code is MPADAGAB, Color Grading & Finishing (DI, HDR, Deliverables), with a secondary code of MPAHAAAB, Color Grading & Color Management. Its NAICS code is 51219 and its SIC code is 7812.