High-definition optical disc format war April 2008, the firm estimated a total of 10.5 million Blu-ray households, including Blu-ray consoles and Blu-ray-enabled PlayStation 3s. High-definition optical disc format war The high-definition optical disc format war was between the Blu-ray and HD DVD optical disc standards for storing high-definition video and audio; it took place between 2006 and 2008 and was won by Blu-ray Disc. The two formats emerged between 2000 and 2003 and attracted both the mutual and exclusive support of major consumer electronics manufacturers, personal computer manufacturers, television and movie producers and distributors, and software developers. Blu-ray and HD DVD players became commercially available
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