SOURCE: Cinnafilm

Cinnafilm

April 12, 2010 13:35 ET

Cinnafilm Opens Pixel Strings GPU Engine API, Adding Quantel and NVIDIA to Its Growing List of Major Technical Industry Affiliations

LAS VEGAS, NV--(Marketwire - April 12, 2010) -  At NAB 2010, Cinnafilm announces it has entered into an initial agreement with Quantel to co-develop a plugin variant of Dark Energy's de-noise, de-grain, and grain modeling applications for Quantel's Pablo color correction and iQ DI systems. This new partnership results from the newly announced readiness of Cinnafilm's Pixel Strings graphics processing unit (GPU) engine API. In addition, Cinnafilm has affirmed its growing working relationship with NVIDIA, further extending Pixel Strings™ capabilities across more of NVIDIA's industry-leading GPU products. With these relationships in place, Cinnafilm signals the start of an expanding list of new Pixel Strings endeavors, including further technical development with current partners, industry heavyweight ARRI of Germany, and DI design and service partners Digital Film Central in Vancouver, Canada. 

"We are probably one of the few companies who can literally claim a background in rocket science," laughed Lance Maurer, Cinnafilm's Founder and CEO. "I spent years designing and testing rocket systems and apply the same mindset of 'failure is not an option,' to our software. From the beginning we set out to create an image manipulation engine that could truly 'do anything' in terms of power, speed, and flexibility. DFC and ARRI have been amazing partners, and now we are very excited to have Quantel and NVIDIA join our shared vision as we bring even more unparalleled value to the marketplace this year. This Quantel announcement should symbolize our intent to maintain the highest level of technical excellence."

Quantel recognized the speed and power of the Cinnafilm noise and grain removal and modeling system, and has been working with Cinnafilm to develop a plugin solution for its class-leading DI color grading and finishing systems. "Our customers have been asking us for fast, high-quality NR technology," said Steve Owen, Quantel's Director of Marketing, "when we saw Pixel Strings in action were blown away by what it could do and are working hard with Cinnafilm to bring this technology to our customers."

Cinnafilm has been mastering the art of graphics card processing since its onset, making a Cinnafilm-NVIDIA relationship a natural match. According to Dominick Spina, NVIDIA's Technology Product Manager for Digital Film, "Cinnafilm's Pixel Strings is a powerful tool for film makers that fully leverages the massively parallel architecture of NVIDIA Tesla GPUs. Through our close collaboration, we will continue to work together to delight our joint customers with increasingly scalable solutions that continue to raise the bar in motion-based image processing."

Cinnafilm CTO, Chris Gorman, adds, "We chose NVIDIA over other graphics card providers because the development tool set offered by NVIDIA is incredibly comprehensive, including CUDA C -- a language that is very easy to work with. By embracing Tesla and CUDA early on, we allowed Cinnafilm to be a direct beneficiary of the significant investment NVIDIA is making into GPU Computing to deliver game changing results for the film and broadcast industries."

ARRI got a head start at last year's NAB, signing on as the primary, global reseller of Dark Energy, rebranding the software as 'ARRI Relativity.' This relationship affirmed the unsurpassed image quality and power of the Pixel Strings engine. "We picked the Pixel Strings platform for the quality and speed of its motion-based image processing solutions. We call our applications 'SpaceTime,' used for spatial resampling and format conversions, and 'Texture Control,' used to interactively or creatively tune the desired level of grain or noise. These tools together provide the powerful ability to mix and match formats and textures of various film and video formats, with astounding speed and detail accuracy," says Glenn Kennel, President of ARRI, Inc.

"Operationally, the NVIDIA Tesla GPU offers our clients a smaller processing footprint -- eliminating the need for networked render farms," says Ernie Sanchez, COO of Cinnafilm. "When you combine world class image optimization and format conversion with Pixel Strings, hardware solutions start to become archaic in comparison. And what's scary is that NVIDIA GPUs keep getting better, and faster. It's great that ARRI and now Quantel have recognized these potentials."

At NAB 2010, Quantel, NVIDIA, ARRI, and Cinnafilm, alongside Digital Film Central, will be showcasing Dark Energy and ARRI Relativity at their respective booths or suites. 

About Cinnafilm
 
Cinnafilm is an Albuquerque, New Mexico-based specialty engineering company dedicated to the creation of powerful, reliable, and simple to use visual-effects tools for the digital film and video media industry. The company's core patent-pending GPU-based motion technology is the result of years of dedicated research in parallel processing. Cinnafilm's innovative image processing solution set is aimed at creative professionals working in the film, broadcast, post production, industrial video and education markets. For more information, see our presence at the ARRI, Quantel, or NVIDIA booths or call to set up an appointment to see a demo at our Renaissance Hotel suite (505-459-2958). Additional information about the company and its products can be found at www.cinnafilm.com.

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