Loading.....

So I DL'ed the demo and it worked fine, then when i came back the day after I got stuck on the 'Loading....' screen at the vert start before you even get to the game menus

I thought nothing of it and bought the full game. It didn't work either and got stuck on 'Loading...' screen. I used the FAQ's and seem to fix the problem by updating DirectX and such.

I tried it on 3 occasions and it loaded up fine each time. I then went out and came back (shutting PC down) and it now gets stuck on 'Loading...' again

Any ideas?

(PC spec is fine, in fact it runs pretty awesome)