Yesterday afternoon L.A. Times/”Company Town”‘s Ben Fritz reported that “just four days after debuting on store shelves, Avatar has sold 2.7 million Blu-ray discs to consumers in the U.S. and Canada, according to 20th Century Fox — more Blu-rays than any previous movie has sold.

“The previous record holder, The Dark Knight, has sold 2.5 million Blu-rays since its debut 16 months ago.

“Fox also sold 4 million standard definition DVDs. The combined total makes Avatar the biggest DVD launch of the year, breaking a previous mark of 4 million Blu-ray and DVDs combined set by The Twilight Saga: New Moon on its first weekend in March.”