SAN FRANCISCO, July 2- Macromedia, Inc. today announced that Kevin Lynch, president of Macromedia products, will deliver the opening keynote at Flashforward 2001 in New York City on July 11. Flashforward is the world's premier conference dedicated to the design and development community gathered around Macromedia Flash(TM) and the Macromedia Flash (SWF(TM)) file format. Lynch will provide insight into how Macromedia is working to make the creation of dynamic content more accessible, approachable, and affordable. "Macromedia Flash is becoming a primary building block to deliver the best user experiences,'' said Kevin Lynch, president of Macromedia products. "The community has pushed the boundaries of this technology since its inception, and user conferences like Flashforward are always a productive time to gather together, share what we've learned, and chart where we're going.'' Macromedia Flash 5 is the standard for producing high-impact Web experiences. Leading companies like Disney, Coca-Cola, and General Motors use Macromedia Flash to deliver engaging, branded online experiences. The broad penetration of the Macromedia Flash Player ensures developers can author content that can be immediately viewed by nearly everyone online. Macromedia Flash Player, the most distributed software in the history of the Web, reaches more than 96 percent of Web desktops. Macromedia Flash is also bringing unique user experiences to a wide variety of platforms and devices. Sponsored by Macromedia and produced by lynda.com and United Digital Artists, flashforward2001 features more than 42 sessions presented by 55 designers and developers. Session topics at Flashforward include: Advanced ActionScript, Advertising, Business Strategies, Macromedia ColdFusion, Design, Entertainment, Generator, Audio, Narrative, Navigation, Project Management, QuickTime, SmartClips, 3D, Usability, Education, Wireless Devices, and XML. Flashforward2001 New York City also offers one-day, pre-conference workshops on July 10, and exhibition areas throughout the conference. For more information on the conference and film festival, go to http://www.flashforward2001.com/