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Just in time to render the new Guinness World Records Gamer's Edition outdated, the Guinness people have announced that Grand Theft Auto IV has practically destroyed currently held records for fastest-selling game and most-profitable entertainment product.

In the first 24 hours, GTA IV sold 3.6 million copies and earned $310 million dollars.

Prior to GTA IV's record-setting releases, the record-holder for the most-selling game was Halo 3 with $170 million in 24 hours. Compare that to the record-holding movie and book with Spider-Man 3 making $60 million and the latest Harry Potter book making $220 million in 24 hours.

Consider how ubiquitous Halo 3's advertising was compared the the relatively tame promotion for GTA IV. Halo 3 had its own soda and viral videos and ARGs and commercial coverage on practically every network. Then there's GTA IV, with just a few simple commercials and lots of talking heads on the news hallooing about dead hookers and it nearly doubles Halo 3's first-day earnings.

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