"I have absolutely no comment on it and could care less about it, " said Eric Hirshberg, head of the publishing unit of Activision, which has launched a "Call of Duty" marketing blitz with ads featuring actors Sam Worthington and Jonah Hill and basketball star Dwight Howard.

WSJ: Call of Duty: Modern Warfare 3 Faces Off Against Battlefield 3

Starting this fall Sylvania plans a blitz of in-store displays, as well as TV and print ads and joint programs with Energy Star, which is a collaboration between the EPA and the Department of Energy.

FORBES: Bright Lights, Big Legacy?