Individual players fight to save the universe, pushing video game sales to record levels and leaving box office heroes in the dust.
This year, the biggest retail launch in entertainment history is expected to bring in an estimated $155 million.
It's not the latest "High School Musical" album from Disney and not the "Spider-Man 3" DVD.
It's a video game.
This year's top-grossing film and soundtrack are expected to bring in hundreds of millions - but it's still small potatoes compared to what's expected for "Halo 3" when it's released Tuesday, Sept. 25 for the Xbox 360.