Iron Man takes on Grand Theft Auto

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Sources say the games industry is now in direct competition with cinema ticket sales, particularly for action movies, because they are both directed at the same audience - young men - with low levels of disposable income to spend on entertainment.

Grand Theft Auto IV is expected to break sales records following the runaway success of the rest of the series. Millions of copies have been ordered in advance, with stocks likely to run out - and the game's success could adversely affect interest in action film Iron Man, also released this week.

The GTA series has courted almost as much controversy as it has popularity because of its adult content, with critics saying it glorifies violence and sex. It has sold 70m copies in a decade. The latest instalment is expected to sell 6m copies in the first week of release.

GTA IV, which sees players take on the role of an eastern European migrant pursuing the American dream, is expected to outstrip sales of last year's bestseller, Halo 3.