On June 16th AMD debuted its new “Cinema 2.0″ technology which is part of AMD’s upcoming “RV770” (codenamed teraFLOPS) platform of graphics chips. The debut, per usual, was accompanied by a shiny interactive demo displaying exactly what the chip could supposedly do.

“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.”

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As a self admitted AMD fanboy, I really hope this “Cinema 2.0″ stuff is true. Yet in my over 18 years as a gamer I have heard the terms cinematic, photo realistic and true-to-life thrown around more times than “flip-flopper” was thrown around in the last presidential election. Pretty much all I have to say to this is, “a technical demo is one thing but what I actually end up playing time and time again is a whole different situation.”

When it comes to games and graphics, “Show me the money!”