Cinnafilm, a global leader in video optimization, has collaborated with NVIDIA to unveil a groundbreaking advancement in AI image processing for super resolution HD and UHD upconversions. Cinnafilm will showcase the technology—which will be commercially available later this year inside Cinnafilm’s flagship conversion platform, PixelStrings—at the 2025 NAB Show in Las Vegas (booth #W1257), April 6-9, 2025.

By integrating Cinnafilm’s renowned image processing engine with NVIDIA RTX AI Image Processing, this collaboration delivers the world’s premier enterprise-grade upscaling software solution for professional video. Unlike existing offerings, this technology combines Cinnafilm’s decades of GPU-accelerated signal processing and video engineering expertise with state-of-the-art AI tools from NVIDIA, setting a new benchmark for speed, scalability, and pristine visual quality in the media industry.

This collaboration leverages Cinnafilm’s image processing engine—known for its unrivaled Tachyon standards and frame rate conversion, noise reduction, retiming, and resolution scaling—with new NVIDIA RTX AI Image Processing, which brings real-time AI-driven super resolution, based on RTX Video Super Resolution but customized for Cinnafilm. The result is a single-pass pipeline that transforms low-resolution content into ultra-high-definition masterpieces from any source with unprecedented detail and clarity. Cinnafilm estimates quality and detail enhancement gains are 25-30% greater than its current industry-leading up-resing solution – a significant gain. While other upscaling tools rely on generic algorithms or generative AI that creates hallucination errors, this joint technology offering will harness the latest NVIDIA Tensor Cores and Cinnafilm’s motion-compensation and noise management know-how to minimize artifacts, intelligently sharpen, and preserve cinematic picture quality at scale.

“Our AI collaboration with NVIDIA represents a major advancement for video upconversion,” said Lance Maurer, CEO and founder of Cinnafilm. “Ensuring our PixelStrings customers have access to safe, effective utility AI tools without introducing the headaches of artifact distortion, or adding potential usage risk currently associated with generative AI was paramount. Video engineering is a careful business and partnering with NVIDIA ensures that our AI strategy builds upon a stable and refined process. We see a bright future with AI in our product sets, and our first foray into AI will be a game-changer for our customers and the wider industry.”

Cinnafilm has been a pioneer in GPU-based image processing since 2004, utilizing NVIDIA CUDA architecture to power its award-winning tools. By incorporating the RTX AI Image Processing SDK, the company now taps into advanced machine learning models optimized for NVIDIA RTX GPUs. Whether upscaling to normalize content from multiple camera sources at a major event, or enhancing legacy archive library content for modern delivery channels, this solution delivers unmatched, automated performance with uncompromised quality for the viewer.
“Advanced speed and scalability are key for accelerating AI image processing,” said Richard Kerris, Vice President of Media and Entertainment at NVIDIA. “By collaborating with Cinnafilm, the new solution pushes the boundaries of what’s possible by leveraging advanced signal processing and AI enhancement, delivering stunning outputs, computational power, and workflow efficiency that will empower creators and enterprises alike.”

This joint innovation will be available in Cinnafilm’s PixelStrings, available on premises, as a SaaS, or in hybrid environments, making it fully scalable and automatable to meet any level of demand. For more information on how Cinnafilm is using NVIDIA for AI-driven upscaling solution to transform professional video workflows, visit www.cinnafilm.com.

About Cinnafilm
Cinnafilm is a global leader in file-based image processing solutions for high-quality video optimization. Its award-winning software is trusted by the biggest names in film, television, and streaming to ensure pristine image quality through intelligent, automated workflows. For more information, please visit www.cinnafilm.com.

Media contacts:
Bubble Agency (Cinnafilm’s PR agency)
Americas & APAC: Kim Willsher, +1 310-569-2603
EMEA: Charlotte Drinkall, +44 (0)20 7113 3811
cinnafilm@bubbleagency.com