Game Release Jacks Up Printing

-- Graphic Arts Online, 5/7/2008 12:16:00 PM

Grand Theft Auto IV jacked up package, book and promotional printing as the game sold over six million units in its first week, grossing over $500 million in consumer sales. Sales of the game have broken records; previous video game record holder was Microsoft's Halo 3, which grossed about $300 million in its first week. A Special Edition version, presented in customized Grand Theft Auto metal safety deposit box, includes The Grand Theft Auto IV Art Book with never-before-seen production artwork; pre-orders included a Liberty City GTA license plate.

At the same time, the publisher of the game is suing the Chicago Transit Authority, accusing it of pulling its $300,000 print ad campaign promoting the blockbuster game from buses and transit display spaces without explanation.

In its suit, Take-Two Interactive Software Inc. sued the transit authority for violating its free speech and contractual rights, saying it pulled its posters within days of the ads first appearing. The suit seeks an order for the transit authority to run the ads as well as monetary damages of at least $300,000.