 Advertising Age reported that movie studio executives were convinced the release of Halo 3 harmed box office receipts ; the week 's take was 27 % less than the previous year 's yield . While some executives decided the disparity in estimated and actual gross for films like The Heartbreak Kid was due more to the film 's poor reception , other analysts believed that " the audience on [ Halo 3 ] is the 18 @-@ to @-@ 34 demographic , similar to what you 'd see in cinemas " and that this led to a decrease in receipts . Later research suggested that the Halo 3 players still watched the same amount of television and movies , regardless of the time they spent playing the game . 
