DVD CDs (0.74 µm for DVD versus 1.6 µm for CD), accounting in part for DVD's increased storage capacity. In comparison, Blu-ray Disc, the successor to the DVD format, uses a wavelength of 405 nm (violet), and one dual-layer disc has a 50 GB storage capacity. Read and write speeds for the first DVD drives and players were 1,385 kB/s (1,353 KiB/s); this speed is usually called "1×". More recent models, at 18× or 20×, have 18 or 20 times that speed. Note that for CD drives, 1× means 153.6 kB/s (150 KiB/s), about one-ninth as swift. DVD-Video is a standard
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