Customers providing proof of ownership of competing video-editing systems can purchase Xpress DV at the reduced price.
Steve Chazin, Avid Technology's senior manager of product marketing, said: "We want to make it as easy as possible for anyone passionate about editing to become part of the industry-standard Avid family. This promotion lets professionals complement their current toolset."
The Step Up offer allows registered owners of many current and discontinued video editing applications to receive £350 off the £1,300 list price. Up to £500 off is available when purchasing Avid's Xpress DV 3.5 PowerPack, which ships with Avid's Filmmaker's Toolkit, Image stabilization, Boris FX and Graffiti.
The deal is available to registered owners of: Premiere, Final Cut Pro, Canopus DV Storm, Digital Origin Edit DV, Discreet Edit, Matrox RTX, all Media 100 and many Pinnacle products.
The offer extends until December 31.