LS-R economically viable. The need for the disc to be meticulously constructed from many layers of different materials, and the need for the drive to be able to electrically address each layer specifically, may make this solution too expensive for commercialization. In the next generation LS-R may compete with other next-generation optical disc format such as the Holographic versatile disc and Protein-coated disc formats. LS-R LS-R, or the Layer-Selection-Type Recordable Optical Disk, is the term coined by Hitachi in 2003 for a next-generation optical disc technology which allows much larger data storage densities than DVD, HD DVD or Blu-ray Disc, by
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