Modern Warfare 3 has become the fastest-selling entertainment product of all time, hitting 1 billion dollars worth of sales through retailers in just 16 days. Beating the likes of Harry Potter and Avatar, both of which made 1 billion dollars in 17 days. Last year's Call of Duty: Black Ops took six weeks to reach the billion dollar mark. Bobby Kotick Activision CEO said
- "Call of Duty as an entertainment franchise has made an indelible mark on popular culture, it is now amongst that ratified group of sustained franchises like Star Wars, Harry Potter and Lord of the Rings and the National Football League that attract or engage tens of millions of people every year or every new release."