• The Miami Herald/AP, Tuesday, April 29, 2008 9:17 AM

The ballyhoo for "Grand Theft Auto IV" has been considerably more restrained than last year's over-the-top "Halo 3" debut. Yet when "GTA IV" hits store shelves today, the latest entry in the controversial franchise could be the most lucrative launch in entertainment history -- and one that many people may not even know about.

Analysts predict Take-Two Interactive Software and Rockstar Games' open-world, action-driving game will easily top last year's record-breaking $300 million, first-week sales of Microsoft and Bungee Studios' "Halo 3" -- and without a similar marketing bonanza. With the launch of "GTA IV" on both the Xbox 360 and PlayStation 3, Rockstar is seemingly steering in one direction: secrecy.

Thus far, Rockstar's advertising campaign has consisted of several outdoor elements -- billboards, bus wraps, building murals, phony wanted posters -- spread across North America and Europe as well as a few viral videos featuring satirical commercials for fictitious "GTA" businesses posted online. GameStop and Microsoft have also aired their own TV commercials featuring the game.

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