AMD Demonstrates the Cinema 2.0 Experience
Subject: General Tech | June 17, 2008 - 11:34 AM | Jeremy Hellstrom
SAN FRANCISCO - June 17, 2008 - At a press conference June 16, 2008, in San Francisco, AMD (NYSE:AMD) demonstrated a milestone achievement in ultra-realistic and interactive visual computing through the processing power of its forthcoming teraFLOPS (trillion floating point operations per second) graphics chip, codenamed "RV770".
Until today, content developers had to choose between cinematic realism rendered offline and absent the rewarding sensory experience of interactivity, or an interactive experience without full ultra-realism.
The demonstration of what AMD terms the "Cinema 2.0 experience" punches a sizeable hole in the sensory barrier that separates today's visionary content creators and the interactive experiences they desire to create for audiences around the world. The Cinema 2.0 demo showed the fusion of dynamic real-time interactivity with convincing cinematic digital effects that appear to be real places and things captured on video.
This AMD advancement in processing technology can now begin combining with the artistic passion of top movie directors, visual effects companies and game developers worldwide to open the door for unprecedented engaging entertainment experiences.
"With Cinema 2.0 you won't just play movies, you'll play in them. Imagine the ability to look around the environments in a sci-fi movie, put yourself in the driver's seat in a race scene, duck behind things and pop up to see what's going on in an intense firefight – all of these things are possible with Cinema 2.0," said Charlie Boswell, director, Digital Media & Entertainment, AMD. "The challenge for any director has always been taking a wonderful vision in the canvas of the mind and translating that to film for the audience to see. Cinema 2.0 breaks down the time and cost barriers of getting a scene or shot that's 'just right', and what's better, allows audiences to dive deeper into the experience to explore every part of that director's vision."
The Cinema 2.0 demo system in San Francisco featured two "RV770" codenamed graphics cards rated at one teraFLOPS each, driven by an AMD Phenom X4 quad-core processor and AMD 790 FX Chipset.