August 27, 2013
Two months after Instagram introduced video to its popular app, the company has acquired video sharing app Luma (formerly Midnox), which provides users with a variety of filters and adjustment controls including brightness, contrast, saturation, exposure and more. Luma also has stabilization technology that could help Instagram with its Cinema stabilization feature. The Luma app is no longer available via iTunes, although the company will offer support through the end of the year.
“Instagram might also make use of Luma’s ‘non-disruptive’ video filtering technology, which allows videos to be shot with filters turned on, but switched or removed after a video has been recorded,” notes TechCrunch.
Terms of the deal have yet to be disclosed. Luma has posted links on its homepage for technical support and instructions for users to download videos.
“Eighteen months ago, we embarked on a mission to make capturing and sharing beautiful videos easy without expensive software or heavy equipment,” explains the Y Combinator company, formerly part of Stanford’s StartX accelerator. “By joining the exceptionally talented team at Instagram, we’re taking another big step towards realizing that mission. We’re incredibly excited to be able to help make a product that is already used and loved by millions of people even better.”
“Facebook-owned Instagram added video to its app back in June, a move many believed was in direct response to Twitter’s Vine app, which lets users share videos of up to six seconds,” reports Digital Trends. “Instagram’s offering gives users 15 seconds to play with.”
Instagram will acquire Luma’s technology and its team to help take on the growing number of companies and services involving mobile short video, including the new MixBit from YouTube creators Chad Hurley and Steve Chen.