Visually-Rich Experiences Take Center Stage During AMD’s Industry Insider Series Keynote at CES International 2009

— AMD demonstrates “AMD Fusion Render Cloud” reference design to enable reduced rendering times and power the next generation of games, films — — AMD joined on-stage by industry luminaries from Dell, Electronic Arts, Inc., HP, Lucasfilm, Ltd., MTV, OTOY —
LAS VEGAS (2009 International CES) 1/8/2009
Today at CES, AMD (NYSE: AMD) President and Chief Executive Officer Dirk Meyer delivered an Industry Insider Series keynote demonstrating how AMD collaborates with leading industry innovators to help create unsurpassed visual computing experiences featuring richer content, greater interactivity and expanded accessibility using cloud computing.

“In today’s economy, computer users increasingly want technology that goes beyond ‘bigger’ or ‘faster’ and delivers greater value, interactivity and access. Today, AMD showed a series of compelling technologies, powered by our Fusion platforms, that enable a richer and more interactive visual experience,” said Meyer. “Fusion is about AMD leveraging its core strengths in graphics and microprocessor technologies to drive the increasingly integral part of the visual revolution that is changing computing experience at home, work and play.”

AMD customers and partners joined Meyer on-stage for a series of demonstrations highlighting how AMD and its partners are powering a new era of content-rich, visually dynamic experiences through AMD’s Fusion strategy.

Highlights from their appearances include:

  • Lucasfilm, Ltd. CPU and platform technology pipeline: Lucasfilm presented a brief clip from their visual effects work on the film, Transformers, and talked of their partnership with AMD and use of AMD CPU and platform technology to date.

    “As a film company on the leading edge of digital effects, Lucasfilm is always interested in harnessing more power from the platform,” said Kevin Clark, Director of IT Operations, Lucasfilm. “We chose AMD five years ago based on their partnership and the strength of their platform. Together we look forward to continuing to raise the bar in technology and filmmaking.”

  • Real-time rendering on “Dragon” platform technology: AMD partner, Jules Urbach, CEO of OTOY and LightStage, used the AMD Dragon platform technology for desktop PCs, launched at CES today, to show how 3-D film rendering of a human-like figure can be done in real-time to make films more interactive and games more realistic,
  • Dell XPS 625: Arthur Lewis, president, Alienware and general manager, Dell Gaming Group, showed this powerful new desktop fueled by Dragon platform technology. The platform combines the new AMD Phenom™ II X4 processor with award winning ATI Radeon™ HD 4800 Series graphics and AMD 7-Series chipsets to deliver massive performance headroom for HD entertainment, enthusiast gaming, and advanced multitasking,
  • HP “Engine Room edition” notebook PC and HP Pavilion dv2 Entertainment Notebook PC: Satjiv Chahil, senior vice president, Worldwide Marketing, Personal Systems Group, HP, was joined onstage by MTV's news anchor SuChin Pak to unveil the winning design of the HP “Engine Room edition” Notebook PC. HP also showed the company’s HP Pavilion dv2 Entertainment Notebook powered by the AMD platform for ultrathin notebooks. The platform combines the new AMD Athlon™ Neo processor, ATI RadeonTM X1250 integrated graphics and ATI Mobility Radeon™ HD 3410 discrete graphics to bring true HD entertainment to a new category of stylish notebook PCs,
  • AMD Fusion Render Cloud streaming of HD experience through the cloud: To demonstrate the power of the concept behind the AMD Fusion Render Cloud reference design, AMD, OTOY and EA showed how HD content can be streamed through the cloud to deliver the experience of the content to users on virtually any mobile device. In the demo powered by the AMD Fusion Render Cloud, Electronic Arts’ game Mercenaries 2: World In Flames™ was streamed to the HP Pavilion dv2 Entertainment Notebook PC. Richard Hilleman, chief content officer for EA, spoke about the demonstration’s impact on the future of video game delivery in which virtually any device with a web browser and Internet connectivity can run the most demanding gaming titles that typically were confined to only the most powerful desktop PCs.

Also during the address, Meyer and AMD technology partner, OTOY, announced plans to develop a graphics supercomputer in 2009 based on the AMD Fusion Render Cloud. The supercomputer is expected to enable faster render times and have a wide variety of potential uses, including helping film studios make films more interactive, decreasing special effects production time, helping gaming companies increase realism while opening up new delivery channels for that content. For more information on the AMD Fusion Render Cloud, please see the accompanying press release.

To watch a recorded webcast of Meyer’s keynote address, visit: www.mogulus.com/amdunprocessed.

About AMD
Advanced Micro Devices (NYSE: AMD) is an innovative technology company dedicated to collaborating with customers and partners to ignite the next generation of computing and graphics solutions at work, home and play. For more information, visit http://www.amd.com.

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