"Advertising Age" reported that movie studio executives were convinced the release of "Halo 3" harmed box office receipts; the week's take was 27% less than the previous year's yield. While some executives decided the disparity in estimated and actual gross for films like "The Heartbreak Kid" was due more to the film's poor reception, other analysts believed that "the audience on ["Halo 3"] is the 18-to-34 demographic, similar to what you'd see in cinemas" and that this led to a decrease in receipts. Later research suggested that the "Halo 3" players still watched the same amount of television and movies, regardless of the time they spent playing the game.