AMD and Nvidia unveiled next-generation graphics chips today, with both claiming their uses would reach well beyond the traditional gaming audience.

AMD aimed high and fell short with its Cinema 2.0 event. It claimed its technology was responsible for a defining moment in graphics when films would extend seamlessly into interactive gaming experiences and games and their characters would achieve true photo-realism.

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Nvidia’s not playing games. With today’s introduction of the GeForce GTX 200 series, the company is giving a graphics processor a whole new role.

Every new GPU ushers in new levels of realism and computational power, but don’t call the GeForce GTX 200 Series simply “graphics cards.” A little over ten years after games like Tomb Raider and GLQuake hit the scene, a new kind of GPU is being born. Nvidia has designed more than just a DirectX10 board that makes games scream and Vista’s Aero interface hum. It’s a secondary processor. It’s a physics calculator. And it’s about time.

The cards will sell in two flavors. The first, a high-end GeForce GTX 280 with 240 processors and 1GB of frame buffer memory, sells at a spit-take-worthy price of $649 starting June 17. (As expensive as that may sound — and it is — this is the consistent ceiling price for high-end consumer cards these days). The more “mainstream” model, the $399 GeForce GTX 260, ships June 25with 192 processors and a 896MB frame buffer.