Activision is taking a innovative approach to enhance interest in 'Call of Duty: Modern Warfare 4' by leveraging the release of 'GTA 6' to heighten its visibility. The company has observed a reduction in media coverage for the franchise over time, which they refer to as the 'Call of Duty tax'. Recent articles have detailed the revival plan and the imminent release dates for 'Modern Warfare 4' on Xbox and PC.