I think u are correct about 10 am. I was going from memory cause I couldn't find my original AMD email. 

You can still turn up for the Metallica launch if u don't register by 3 May,(although its preferable) you just have to ring the guys at AMD before the day and let them know u are attending.

If any AP member attends, please don't forget photos or a quick video !  and hope u have a great time, should be a lot of fun for sure