At midnight.The mall will be packed.
And there won't be enough copies.
It is expected to make more that $150 million in one day (which is more than what "Spider-Man 3" made at the Box Office).
And a number of you have never heard of Master Chief, the main character of the much-anticipated XBox 360 video game, "Halo 3" which is being released at midnight everywhere.
Which is fine. Not everyone gets a kick out of getting a "Killing Spree" medal or virtually blasting Covenant, Brute and Flood hordes with a machine gun or a needler or a plasma rifle or a rocket launcher.
Ignore it, if you want. But you won't be able to do so for long. Your kids play it. Lots of dads (and moms) do too. There is a special edition Mountain Dew with the game's logo. A number of people you know may be gone for a while.
More than one million copies have been pre-ordered. San Francisco 49ers quarterback Alex Smith was playing it today, along with four other teammates, at Smith's home (not a football was in sight).
Will the game live up to the hype? Probably not.
Will you care? Not a chance.
Is it an peculiar commentary of society as a whole? You bet.
(And for those of you in the know, go finish the fight. I'll meet you there.)