rtising to generate profits. The movie has to be placed in the correct locations on the correct release dates, while they are competing with other movies going after similar market segments. Unlike regular products, these don't stay around very long. Most movies stay at theaters for an average of 2 months, and this is where most of the revenues are generated. Profits will also be created from movie memorabilia, advertisements, and product placement. After a few more months profits will come from DVD/video sales and rentals. Each year Warner Bros. plans to bring four to six "event" movies that will serve as their core properties. In 2003 these films included Harry Potter and the Chamber of Secrets, The Matrix Reloaded and The Matrix Revolutions, Terminator 3: Rise of the Machines, Looney Tunes: Back in Action and The Last Samurai. In 2004 they
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