One of the big initiatives recently for AMD has been Cinema 2.0. If you don't know what that means, the video below does a good job explaining it and what gamers and developers will see in the future. From the video, you can see some impressive demonstrations using their latest AMD Radeon 4870 card generating some really slick effects. I als like the 3D hologram like display. Now, demos are great and all but we'll have to see if this does make it to the consumers anytime soon.