The 2007 video game Halo 3 was so popular that film executives blamed its creators for a drop in cinema attendance the week it was released. When it was released, the game was so popular that it broke previous sales records, raking in an incredible $170 million in the first day alone. The weekend the game was released, box office numbers were down 27%, something which Microsoft wasn’t even surprised about. Microsoft advertised the game similarly to a movie, targeting the same demographic (18-34) that frequent cinemas the most.