The records keep tumbling for Modern Warfare 3. MW3

Activision's action shooter has set a new standard for the entertainment industry, earning more than $775 million in five days, beating all gaming, theatrical and book sell-through totals. The previous record, not surprisingly, was last year's "Black Ops" installment of the Call of Duty franchise, which took in $650 million.

Life to date sales for the Call of Duty franchise now top $6 billion worldwide – a number that's going to keep growing as momentum for the game doesn't appear to be slowing down. (The game sold 6.5 million copies in the U.S. and U.K. in its first 24 hours on shelves, earning $400 million.)

"'Call of Duty' has become the first entertainment property in history to set five-day launch records for three consecutive years across all forms of entertainment," said Activision CEO Bobby Kotick.

The player numbers are just as impressive. By the end of launch day, people had logged more than 7 million multiplayer hours of "MW3" – a 19 percent increase over "Black Ops". (That's nearly 800 years, for those of you doing the math.)

Additionally, over 3.3 million people played the game on day one – a 700,000 player improvement over last year's installment.

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