With already one million pre-order units out the door, Microsoft thinks Halo 3 is going to rake in $155 million on its first day sales, targetting Spider-Man's record-holding opening weekend of $151 million.

Talking to Variety, Chris Di Cesare, Microsoft's director of creative marketing, says they can do better than the first day Halo 2 sales, which brought in an astonishing $125 million. Creative marketing indeed -- this September, Halo 3 fever is going to be inescapable, with a marketing campaign that includes partnering with Pepsi, 7-11, Pontiac, and Burger King.

While a movie ticket averages at $10 (significantly lower than the price of next-gen titles, and not even taking into consideration the $130 Legendary Edition of Halo 3), Di Cesare gets to the point: "It's big business any way you cut it."

We won't have to wait that long to see if all of Microsoft's boasting isn't just loud yelling and chest thumping. Halo 3 blows up retail on September 25.