Halo 4 beats cash made by Harry Potter and Avengers
The game title has made a staggering $220 million (£138 million) in just 24-hours in the US, convincingly beating the cash made by the cinema box office hits.
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Beaten... Avengers records dwarfed by Halo 4 (Copyright: Disney/Marvel)
By comparison, the last in the 'Harry Potter' series made $91 million (£57 million) on its opening day, while 'The Avengers' made $207 million (£130 million) in the whole of its opening weekend.
Microsoft and the makers of the game, 343 Industries, expect that it will reach $300 million (£188 million) in revenue by the end of the week.
It's the biggest 'Halo' launch so far, reportedly selling 3.1 million units and beating 2010's 'Halo: Reach', which made $200 million (£126 million) in global sales.
Games continue to eclipse cinema titles in terms of revenue, while the feverishly-anticipated 'Call of Duty: Black Ops 2' - out today and which unlike 'Halo 4' is available across all console platforms - will smash 'Halo 4's already impressive achievement.
Some data suggests that it may outsell Microsoft's title by six to one during its first week on sale.