Optical disc an additional tolerance to allow the use of less-than-perfect analog audio pre-filters to remove any higher frequencies. The first version of the standard allowed up to 75 minutes of music which required 650MB of storage. The DVD disc appeared after the CD-ROM had become widespread in society. The third generation optical disc was developed in 2000–2006 and was introduced as Blu-ray Disc. First movies on Blu-ray Discs were released in June 2006. Blu-ray eventually prevailed in a high definition optical disc format war over a competing format, the HD DVD. A standard Blu-ray disc can hold about 25 GB of
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