It might be to play a new video game.
No, seriously.
"Call of Duty: Modern Warfare 2" could easily rake in more than last year's record $155 million opening weekend for "The Dark Knight," The Associated Press writes.
The first-person shooter is being released after midnight for the PCs, Microsoft's Xbox 360 and Sony's PlayStation 3.
It could match last year's "Grand Theft Auto IV," which was the most successful video game release in history.
Justin Criswell, 31, told the AP he and his pals are going to stay up most of the night playing it online with friends in Tennessee, California, Ohio and Florida.
"Those who have to work the next day have taken the day off," he said.
Retailers are planning more than 10,000 midnight openings in the United States.
GameStop says pre-orders for "Modern Warfare 2" hit an all-time high, the AP says.
Expect to fork out $60 no matter where you shop. But at Best Buy, Reward Zone members get a $10 gift card if they buy it there.
So will the game prove to be worth the hype? I've played all five previous games in the series, and I haven't been disappointed yet. Just a blast to play.
Not all of the newspaper's content appears online.
*There is a fee for downloading some older articles.