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'Grand Theft Auto IV': 'Mature' Rating Puts the Brakes on Marketers

3 Minute Ad Age: May 1, 2008

By Published on .

NEW YORK (AdAge.com) -- Gamers lined up to buy the video game "Grand Theft Auto IV" when it hit store shelves on Tuesday. Rated "M" for "mature," the game's storyline includes prostitution, murder and police brutality. Although its controversial nature has put a damper on widespread marketing activities, industry insiders predict first-week sales of $350 million to $400 million. In other news in this 3 Minute At Age report, Ad Age takes a look at the future of the newspaper industry and the Federal Trade Commission steps up its oversight of how mortgages are marketed.

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