Nvidia rolls out new chip technology for filmmakers

Nvidia rolled out its newest generation of chip technology, called Turing after the legendary British computer scientist Alan Turing.

Nvidia has released a new generation of chips aimed at helping expand its business among movie makers and other graphics professionals.

At a gathering of graphics professionals on Monday, Nvidia rolled out its newest generation of chip technology, called Turing after the legendary British computer scientist Alan Turing.

The biggest selling point of the chips is an improvement in so-called "ray tracing," or the ability for the chip to simulate how light rays will bounce around in a visual scene.

That task takes so much computing power that designers have to wait while a chip churns through the data to see the results of their work. Nvidia says the new generation of chips will let designers make those changes in real time, which could speed up the creative process - and which Nvidia hopes customers will pay a premium for.