Take-Two Interactive plans a substantial marketing campaign for Grand Theft Auto 6, CEO Strauss Zelnick said in a recent interview with GamesBeat. Zelnick emphasized that even well-established franchises require active promotion to generate excitement and convert awareness into sales. He cited the 2023 Barbie film as a parallel example, noting its extensive marketing despite the brand's familiarity. "You always have to go out and create enthusiasm," Zelnick said. "Awareness is one thing; enthusiasm is another thing. And we have to show people what they’re going to get." He added that investors have questioned the need for such a push, but he stressed that effective marketing can amplify interest while poor execution can deter it. Zelnick also described Rockstar Games' partnership with Netflix for an extended GTA 6 trailer as a "tutorial" that helps potential players understand the game's mechanics through entertainment. The game is scheduled for release on November 19 for PlayStation 5 and Xbox Series X|S, with a PC version expected later. Rockstar has also announced GTA 6: The Album, which will be released on physical disc.