Adobe acquires Serious Magic

Adobe Systems announced last week that it had acquired video software maker Serious Magic, a privately held business based in Folsom, CA. No financial details were announced.

Serious Magic’s product line includes Vlog It, a Web video tool; Video Communicator, clip production software; and Ultra, a keying application. Adobe said it would continue to sell the Serious Magic software in its current form.

The products of Serious Magic will be offered as an alternative to people who may have outgrown Adobe Premiere Elements, but are not yet ready to jump into Adobe After Effects, Simon Hayhurst, Adobe’s director of product management for dynamic media, told CNET.

The company’s software is useful for video bloggers, he said, noting that Adobe’s Flash plug-in for video playing is gaining online fans.