AMD demonstrates the Cinema 2.0 experience

Mumbai

July 10, 2008

AMD demonstrated a milestone achievement in ultra-realistic and interactive
visual computing through the processing power of its teraFLOPS (trillion
floating point operations per second) graphics cards, the ATI Radeon HD 4850 and
ATI Radeon HD 4870.

Until today, content developers had to choose between cinematic realism
rendered offline and absent of the rewarding sensory experience of
interactivity, or an interactive experience that fell well short of
photorealism. Today's 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 shows the fusion
of dynamic real-time interactivity with convincing cinematic digital effects
that deliver environments rivaling the realism of video.

The AMD advancements in processing technology can now begin combining with
the artistic passion of top 'Bollywood' movie directors, visual effects
companies and game developers across India.

Dasaradha Gude, MD, AMD India commented on how technology is increasingly
closing the gap between cinema and gaming, revolutionizing the way they are
being created and experienced in India. “You're passive when you watch films.
The game industry is interactive. But there are also limitations in video games.
They don't perfectly match the visual impact of cinema,” Gondal explained.

Cinema 2.0 blends 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
amongst prominent game developers and expert computer graphics artists estimated
a Cinema 2.0-like technological milestone to be up to ten years away.