HD DVD HD DVD HD DVD (short for High Definition Digital Versatile Disc) is a discontinued high-density optical disc format for storing data and playback of high-definition video. Supported principally by Toshiba, HD DVD was envisioned to be the successor to the standard DVD format. On 19 February 2008, after a protracted format war with rival Blu-ray, Toshiba abandoned the format, announcing it would no longer manufacture HD DVD players and drives. The HD DVD Promotion Group was dissolved on March 28, 2008. The HD DVD physical disc specifications (but not the codecs) were still in use as the basis for 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