A group Smart Render Graphics has created a new plugin for 3ds max that lets you render out interactive stills. I think this could be a phenomenal tool for anyone doing product or architectural design work. This is particularly true if you will deliver the images to the web.
Architects could tag objects in a still image with multiple materials that can be cycled and even with textual information about the objects in the picture. As an added plus the tool apparently works with all the major renderer's for 3ds max. Check out the site and see the tool in action. Its easier to see then to describe.
New plugin allows Interactive images from 3ds max
Chair and mat with multiple textures being cycled
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