Shattering its own day-one sales records, Activision announced that its Call of Duty: Modern Warfare 3 has become the biggest entertainment launch ever with an estimated sell-through of more than $400 million and more than 6.5 million units in North America and the United Kingdom alone in the first 24 hours of its release. The data is coming from Charttrack and retail customer sell-through information.

This marks the third consecutive year that the Call of Duty franchise has set day one launch records across all forms of entertainment. Last year, in North America and the United Kingdom, Activision's Call of Duty: Black Ops had estimated day-one sell-through of $360 million and in 2009, Call of Duty: Modern Warfare 2, set day-one records with estimated sell through of $310 million, according to Charttrack and retail customer sell-through information.

On November 8, 2011, millions of fans attended more than 13,000 midnight openings at retail stores around worldwide. According to Microsoft, after just two days, the number of gamers playing simultaneously on Xbox Live set a new peak concurrency record.

Separately, Activision announced this morning that in support and gratitude for the efforts of American servicemen and women, this Veterans Day it donated $3 million to the Call of Duty Endowment, a non-profit, public benefit corporation that seeks to provide job placement and training for veterans.

Call of Duty: Modern Warfare 3 is rated "M" (Mature) by the ESRB for Blood and Gore, Drug Reference, Intense Violence and Strong Language and is available now for the Xbox 360 video game and entertainment system from Microsoft, PlayStation 3 computer entertainment system, and Windows PC.