Big buildup for 'Halo 3' — Video game promos include race car, comics

By Matt Snider
USA Today
Published: Wednesday, Sept. 19, 2007 12:02 a.m. MDT
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The hero of "Halo" is about to have his ultimate pop-culture moment in preparation for what is likely to be the biggest video game rollout ever — the Sept. 25 release of "Halo 3. "

Master Chief, the green-helmeted star of Microsoft's top title, is plastered on Burger King products, 7-Eleven Slurpee cups and a new Mountain Dew drink, Game Fuel. If that's not enough, on Sunday NASCAR driver David Stremme's No. 40 Dodge Charger will sport a new "Halo 3" paint job at the Dover 400. And Pontiac is giving away 144 "Halo 3"-themed sports cars.

Marvel Comics has a special four-issue "Halo Uprising" series underway, and action-figure artisan Todd McFarlane has designed "Halo 3 "controllers with miniature action figures.

"This is the big one," says Morgan Webb, co-host of "X-Play" on the G4TV Network, which plans five hours of countdown coverage Monday. "It's a test for the industry on how much hype can you successfully get around a game."

Even if you don't know the Master Chief from Chef Boyardee, you can still join in the "Halo"-baloo. Game designers at Bungie say they've made the game accessible to newcomers and satisfying to hard-core fans. "Even if you've never played a "Halo" game in your life, it doesn't matter," says writer Frank O'Connor. "You will be brought up to speed very rapidly in the opening moments."

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That is key to Microsoft's strategy of expanding the reach of its almost 2-year-old Xbox 360 system. The first "Halo" game, "Combat Evolved," became the killer application that helped establish the original Xbox in 2001. At a time when many developers make deals to get their new releases onto multiple platforms, an exclusive game can give the Xbox 360 a boost against Nintendo Wii and PlayStation 3. "It will be the biggest first-day seller ever it will grow the installed base," says Michael Pachter, an analyst with Wedbush Morgan Securities. With first-day sales of at least 2.5 million (prices range from $60 to $130 for a limited edition), the total could hit $200 million.

Pachter also expects Microsoft to sell about 400,000 360s in September, an increase of 130,000 over August. For those already part of Halo Nation, the release rivals a national holiday. "Halo" devotees have already pre-ordered more than 1 million copies. About 10,000 retailers will be open Monday to sell the game after midnight.

Many fans plan to play hooky from work or school. "If I have enough sales, I'm going to take that whole week off," says Scott Colombo, 28, owner of Wolfie'z Beef Jerky in Kingman, Ariz.

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