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AMD Finds Allies in Hollywood

Boot Camp feature for Tuesday, April 19, 2005

Can Hollywood help boost AMD? Bloomberg Boot Camp, a report on today's technology. Intel rival AMD has been helping some big names in Hollywood….and the company hopes its partnerships will lead to more sales to consumers. AMD was the first to offer 64 bit processors for desktop and notebook computers…and it will soon benefit from Microsoft's release of a version of Windows that will take advantage of 64 bit computing. Essentially, you can think of it as a wider pipeline in your PC, helping applications run faster and better. Charlie Boswell, AMD's director of digital media and entertainment… says the company's technology was used to created the recently released Sin City and the upcoming Star Wars Episode III…

"64 bit technology on AMD allows a content creator like George Lucas or Robert Rodriguez to really make their film with a small number of people in a short amount of time for a whole lot less money. So it's really about putting power in the hands of the creator. That translates into things like render time. Every movie today has a budget that has a certain percentage that's maybe up to 30 or 40 percent now in special effects. And so our technology is used by these guys to essentially balance their excellent story telling with incredible special effects."

What does that mean for consumers, besides cool movies? The same 64 bit technology is available in PCs that are now selling for under a thousand dollars. If you love games or digital video…you can see the benefits already. And dual core processors…which are even more capable…are on the way this year from both AMD and Intel. Bloomberg Boot Camp, I'm Fred Fishkin.