Activision Blizzard casts wider marketing net for "MW2"

11/30/2009 | Advertising Age (tiered subscription model)

Thanks to savvy marketing, Activision Blizzard's "Call of Duty: Modern Warfare 2" accounted for $550 million in worldwide sales during its first five days, a larger take than even "Grand Theft Auto IV," which racked up $500 million during its comparable period, or the opening of "Harry Potter and the Half-Blood Prince." "We have managed to market the game to a wider base," said Brad Jakeman, chief creative officer of Activision Publishing. "We're starting to see what used to be a niche form of entertainment rise to challenge theatrical audiences."

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