Microsoft spent more than $40million marketing "Halo 3". The goal of the campaign was to sell more Xbox 360 consoles and widen the appeal of the game beyond the ""Halo" faithful" to casual as well as hardcore gamers. Marketing took the form of stages, including trailers of the game, real-time cinematics, recorded gameplay sequences, pre-rendered CGI, and live action film. On September 12, 2007, the "Believe" "Halo 3" ad campaign, focused on the epic nature of the story and heroism told through dioramas and third party accounts of Master Chief's service, began with the video "Museum" and continued on past the game's release.