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[tcMag] AMD demos Cinema 2.0 concept using Radeon HD 4800 cards

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Trying to rain on Nvidia's GT200 parade, AMD has yesterday held a press conference in San Francisco to demonstrate "a milestone achievement in ultra-realistic and interactive visual computing." Dubbed the "Cinema 2.0 experience", AMD's latest marketing scheme combines power components like the upcoming TeraFlop offering known as the RV770 cards (Radeon HD 4800 series) in order to deliver a "fusion of dynamic real-time interactivity with convincing cinematic digital effects."

"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."

According to AMD, 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. To show off the tip of the Cinema 2.0 'iceberg' AMD, at its press conference, ran a new Ruby demo which is previewed here. The demo ran 'live' on a system equipped with a Phenom X4 9850 BE CPU, an AMD 790FX motherboard and a couple of RV770 cards in CrossFire. How exciting! (BEd: Sarcasm alert)




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