In the battle for your consumer dollars there can be only one champion - and it looks like Master Chief has spawn-killed Spiderman and scored a headshot on Harry Potter by collecting a massive $170 million in Halo 3 sales during the game's first 24 hours of release:

Microsoft today announced that the Xbox 360 exclusive game "Halo 3" has officially become the biggest entertainment launch in history, garnering an estimated $170 million in sales in the United States alone in the first 24 hours. The Xbox 360 title beat previous records set by blockbuster theatrical releases like "Spider-man 3" and novels such as "Harry Potter and the Deathly Hallows."

"Halo 3 has become a pop-culture phenomenon," said Shane Kim, corporate vice president of Microsoft Game Studios. "Not only is "Halo 3" setting sales records, it's also redefining entertainment.

Within the first 20 hours alone, we've seen more than a million Xbox LIVE members come online to play Halo 3 - that makes September 25 the most active Xbox LIVE gaming day in history."

The folks at Bungie are probably having a pretty good day. Congrats, guys!