With yesterday’s Grand Theft Auto VI cover reveal kicking off the marketing hype ahead of the game’s November 19th, 2026 release, the entertainment industry has taken notice.
Video game publishers have been dancing around the GTA VI release date all year, resulting in an overly crowded Fall release lineup. They’re doing everything they can to avoid releasing too close to Rockstar’s highly anticipated game that’s been more than a decade in the making.
It’s a similar situation to what we saw last year with the anticipated release of Hollow Knight: Silksong, which caused several indie games to shift their release date to avoid the hype. Spoiler alert: it was a good call, as Silksong broke records on release.
Grand Theft Auto VI is expected to make Silksong‘s reception look like child’s play, which explains why there are so few games currently brave enough, aside from Godzilla and Barbie, to launch near what’s typically prime gaming season during the holiday calendar. If you needed more proof of this, then look to a recent press release from a Canadian truck manufacturer, of all places.
Canadian company Edison Motors announces ‘temporary company-wide operational pause’ during Grand Theft Auto VI release window
Based in Donald, British Columbia, Canada, Edison Motors specializes in plug-in diesel-electric series hybrid technology for various trucks. The company was founded in 2021 by Eric Little and Chace Barber.
You’re probably asking, “What does any of this have to do with Grand Theft Auto VI?” Let me point you to a press release from Barber:
“Edison Motors will be observing a temporary company-wide operational pause on Thursday, November 19, and Friday, November 20, 2026. After reviewing employee vacation requests, productivity forecasts, and unusually high levels of excitement throughout the organization, management has determined that normal business operations may be significantly impacted by the release of Grand Theft Auto VI. Several team members have already advised management that they expect to be unavailable, unreachable, and/or ‘conducting important research in Vice City’ for the duration of these two days.”
Yes, it’s a little tongue-in-cheek way to build brand awareness for Edison Motors while GTA VI‘s hype cycle reaches its peak, but it also points to the very real situation that will be at play at companies across the world. People are going to be calling off work on November 19th and 20th to play as much Grand Theft Auto VI as they can.
I’ve seen it firsthand several times: The Witcher 3, Red Dead Redemption 2, and World of Warcraft are just a handful of games that my co-workers, or in some cases myself, have used PTO at their day jobs. As great as those games are, they pale in comparison to the impact and legacy of the Grand Theft Auto franchise.
Other brands on the Edison Motors Instagram page are getting in on the fun, with California’s Bright Valley Electric commenting, “You have a lot of faith in that release date.” Eidson’s account even replies, saying, “I really don’t.” It’s also a testament to the world of social media marketing in 2026, with major brands routinely popping into the comments section of viral posts.
Whether or not that release date sticks, and I personally think it does, Eidson Motors will be one of many companies whose workforce and productivity will be impacted by Grand Theft Auto VI.
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