Avatar smashes more records

And so the blue-skinned giant rolls on, smashing all that stand before it.

Not content with a gargantuan performance at the box office that saw it crowned the highest grossing movie of all time, Avatar has now sold a whopping 6.7 million DVD and Blu-Rays in its opening four days in North America. Kerching!

The achievement just pips the record set by former top dog The Dark Knight , which sold 2.7 million on its opening day, 500,000 copies shy of Avatar ’s 3.2 million.