Activision Blizzard knows a thing or two about going big with its franchises, and it's not about to let up with Modern Warfare 2. The publisher is pressing advertising agency TBWA to ensure that Modern Warfare 2's November launch will go down in the annals of recent gaming history as one of the biggest yet.

Speaking to Advertising Age, Activision believes TBWA's planned ad campaign is on track to realizing its lofty goals of smashing records already set by equally big-name titles like Halo 3 and Grand Theft Auto IV. Modern Warfare's launch will in turn make its impact on the entertainment industry as a whole, and that means also topping the likes of 2008's "Dark Knight" box office performance. Activision's chief creative officer, Brad Jakeman, elaborates:

"The strategic objective is not to just run advertising on day one and say 'Go to a retailer and buy the game,' but it is to really start building a movement and start broadening the audience for [Modern Warfare 2] beyond a core gamer audience."

We see again the drive to expand the gamer demographic to further underline success.  In fact, Activision may not have much to worry about. Analysts like Janco Partners' Mike Hickey anticipate sales to hit 11 million units in under two months:

"It's possible that the game could be one of the largest entertainment releases of all time. If you assume similar channel unit sales velocity as [GTA IV], the game could potentially sell through 7.8 million units globally with an estimated retail value of more than $569 million in the first week ... It's possible the game could sell through to consumers' 4.6 million units globally with an estimated retail value of more than $338 million in the first day."

The Modern Warfare 2 buzz naturally plays its part in helping dictate just how well the first day sales figures will end up looking. November 10th is still a ways away though!