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Old 17th June 2008, 09:33   #1
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Icon17 AMD Demonstrates the Cinema 2.0 Experience

AMD Demonstrates the Cinema 2.0 Experience, Punches Hole in
‘Sensory Barrier’ Separating Cinema and Games


— AMD teraFLOPS chip powering Cinema 2.0 demo is more powerful than every generation of game console ever brought to market combined; achieves industry milestone that was presumed to be years away —

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.”
“Today’s demonstration of Cinema 2.0 represents a sip from the multi-billion dollar gaming industry’s Holy Grail, while presenting a new quest to digital filmmakers,” said Richard Huddy, worldwide developer relations manager, AMD Graphics Product Group. “Imagine going to the opening of a movie and upon getting home being able to play a game that looks and feels absolutely identical – right down to the character models and sets.”
“The Cinema 2.0 milestone is comparable to other major evolutions of film: sound, color, cinemascope, 70mm, THX, stereoscopic 3D, IMAX, and the like,” said Jules Urbach, founder and CEO, Jules World LLC, OTOY. “Cinema 2.0 means truly interactive cinema, where the experience of watching a film is bridged perfectly with real-time rendering for a potentially dynamic and engaging experience. The cornerstone of this is not limiting the artistic process, and AMD innovation now makes that possible. Today AMD and OTOY demonstrated the ability to complete cinematic compositions in the real-time interactive realm, and that is a giant leap toward rapidly creating a new art form and experience.”
The secret of Cinema 2.0 is the blending of highly complex and realistic graphics that traditionally are the exclusive domain of blockbuster films, with the dynamic 3D interactivity of popular video games. Before now, a typical computer-generated scene could take up to 30 hours to render each frame on CPUs. To achieve the smooth interactivity seen in today’s games, a minimum of 25 to 30 frames per second of rendering speed is needed. Based on these numbers, conventional wisdom among prominent game developers and expert computer graphics artists estimated a Cinema 2.0-like technological milestone to be up to ten years away.

TeraFLOPS AMD Chip Accelerates Cinema 2.0 into the Present
AMD plans this summer to introduce the world’s highest performing graphics processor – a chip more powerful than every generation of video game console ever brought to market combined, with one full teraFLOPS of processing power per chip. This technology will soon be available as ATI Radeon™ HD branded graphics cards.


AMD technology represents one foundational part of the ecosystem needed for Cinema 2.0, with the upcoming AMD graphics processor serving as a grand canvas for leading content creators. To bring Cinema 2.0 to life as a mainstream phenomenon, AMD is collaborating with movie directors and game developers, as well as software developers who make tools needed to harness many teraFLOPS of real-time visual computing power.
For more information on Cinema 2.0 and the technology that makes it possible, and to hear what top game developers and gamers have to say, visit www.amd.com/cinema2.

Cinema 2.0 Demo System Specifications
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.

© 2008 Advanced Micro Devices, Inc. AMD, the AMD Arrow logo, AMD Athlon and combinations thereof are trademarks of Advanced Micro Devices, Inc.


Cautionary Statement
This release contains forward-looking statements concerning product and technology introduction schedules and product features and performance capabilities, which are made pursuant to the safe harbor provisions of the Private Securities Litigation Reform Act of 1995. Forward-looking statements are commonly identified by words such as “would,” “may,” “expects,” “believes,” “plans,” “intends,” “projects” and other terms with similar meaning. Investors are cautioned that the forward-looking statements in this release are based on current beliefs, assumptions and expectations, speak only as of the date of this release and involve risks and uncertainties that could cause actual results to differ materially from current expectations. Risks include the possibility that Intel Corporation’s pricing, marketing and rebating programs, product bundling, standard setting, new product introductions or other activities targeting AMD’s business will prevent attainment of AMD’s current plans; AMD will require additional funding and may not be able to raise funds on favorable terms or at all; customers stop buying the company’s products or materially reduce their operations or demand for its products; the company will be unable to develop, launch and ramp new products and technologies in the volumes and mix required by the market and at mature yields on a timely basis; demand for computers and consumer electronics products and, in turn, demand for the company’s products will be lower than currently expected; there will be unexpected variations in market growth and demand for the company’s products and technologies in light of the product mix that it may have available at any particular time or a decline in demand; the company will be unable to transition to advanced manufacturing process technologies in a timely and effective way, consistent with planned capital expenditures; and the company will be unable to maintain the level of investment in research and development and capacity that is required to remain competitive. Investors are urged to review in detail the risks and uncertainties in the company’s Securities and Exchange Commission filings, including but not limited to the Quarterly Report on Form 10-Q for the fiscal quarter ended March 29, 2008.
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