Riccitiello says that games are a major force in the entertainment media and are beginning to take the spark from cinema.

From his own perspective, the gaming industry has not only achieved a balance but it’s now encroaching on the silver-screen and giving the Hollywood types a pause for thought more often.

"The buzz in Hollywood, which I heard from some Hollywood folks... Is people are worried whether Iron Man the movie is going to get killed by Grand Theft Auto the game. I don't think I've ever heard of that before," said Riccitiello to the Financial Times.

"There is more interest today from Hollywood to make movies out of our games than there is interest in our industry to make games out of their movies. There's a big reset happening now."

"It feels like what movie moguls might have seen in the 1920s and said: 'Hey, we've got talkies now, where is it going?' I feel like we've stepped through a time window where our games are so compelling and seem so real."

It's no secret that Grand Theft Auto IV is going to be a huge release for the games industry, the fact that Rockstar Games creation can make Hollywood executives a little nervous is an amusing turn of events.

Perhaps now then we could start to see a decent effort put into game-to-film projects?

Click here to read a summary of the interview over at GamesIndustry.biz.