GTX 970 or R9 390 for my next build?

I plan to use the card mainly for 1080p gaming with games like Doom, GTA V, Unreal Tourney, Fallout 4, Battlefront.

I've heard that the R9 390 is kind of just a 290X with 8 more vram. The 970 is going to be more power efficient and make less heat and have better drivers in theory. which do you guys recommend and why?

390's are 290's , if you can find a 290 for less that is abetter option.

970's are much more effiecent and most have great overclocking headroom.

290 because it's cheaper =)

Since you won't be gaming above 1080P, it'd be pointless for you to get an 8GB card. Get 290 or 970.

Honestly it is a toss up.. The 970 has the newer features, better drivers, takes less energy and runs cooler but has only 4gb of vram.. And if your lucky you can overclock it to the performance of a 980.. The 390 has 8gb of vram, slightly better stock performance over the 970, but doesn't have as new or many features as the NVidia card, uses much more energy (a concern if you plan crossfire/sli down the road) and from what I have seen doesn't overclock real well.

If you plan on doing heavy overclocking or have a weaker power supply get the 970, otherwise get the 390.

R9 290 is esssentially and R9 390 with an extra 4GB. The R9 290 can be overclocked to reach close to the performance of the 290X/970. So, unless you care about the "extra" 4GB I would get the R9 290 as it's significantly cheaper than the 290X/970.