High-definition optical disc format war that involved compressing HD content onto dual-layer DVD-9 discs. In spite of this decision, the DVD Forum's Steering Committee announced in April 2002 that it was pursuing its own blue-laser high-definition solution. In August, Toshiba and NEC announced their competing standard Advanced Optical Disc, which was finally adopted by the DVD Forum and renamed "HD DVD" the following year after being voted down twice by Blu-ray Disc Association members, prompting the U.S. Department of Justice to make preliminary investigations. Three new members had to be invited and the voting rules changed before the initiative finally passed. The competing standards had
DVD rental model to a for purchase model, and large numbers of DVDs were sold. At the same time, a demand for interactive design talent and services was created. Movies in the past had uniquely designed title sequences. Suddenly every movie being released required information architecture and interactive design components that matched the film's tone and were at the quality level that Hollywood demanded for its product. DVD as a format had two qualities at the time that were not available in any other interactive medium: enough capacity and speed to provide high quality, full motion video and sound, and low