Optical disc the DataPlay format, can have capacity comparable to that of the larger, standard compact 12 cm disc. Third-generation optical discs are in development, meant for distributing high-definition video and support greater data storage capacities, accomplished with short-wavelength visible-light lasers and greater numerical apertures. Blu-ray Disc and HD DVD uses blue-violet lasers and focusing optics of greater aperture, for use with discs with smaller pits and lands, thereby greater data storage capacity per layer. In practice, the effective multimedia presentation capacity is improved with enhanced video data compression codecs such as H.264/MPEG-4 AVC and VC-1. The following formats go beyond the
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