[..] older movies seem to pretty lame? when did the jav the way we see it now start?
when them so called "indie" studios took over with "digital mosaic" & "wild ideas", in mid/late 90's. them old "pro" studios (Alice Japan or Kuki for example.) had to adapt, what censorship & content was concerned.
nowadays, them "indie" companys, are top players & spawn huge AV conglomerates. like the "Soft On Demand Group" (V&R, DANDY, Hunter, Garcon ect. ect.) or the "Hokuto Corporation" (Moodyz, S1, IP, Premium, Attackers, Madonna, E-Body, dmm ect. ect.)
http://ja.wikipedia.org/wiki/ソフト・オン・デマンド
http://ja.wikipedia.org/wiki/CA_(アダルトビデオ)