The summer movie season is only a few months away, and Viacom (VIA) has some big blockbusters in the works. The studio will use a number of ads during the Super Bowl to promote May's Iron Man 2 and July's The Last Airbender. There also will be a plug for a February flick with Leonardo DiCaprio called Shutter Island.

The runaway success of recent release Avatar proves that Americans are still spending strongly on movies. Viacom saw tremendous success with the original Iron Man release with Robert Downey Jr., and I expect another big payday at the box office.

There have been no problems selling big-ticket ads for this weekend's broadcast of Super Bowl XLIV. And with good reason -- this has been one of the best years for football on television, with viewership up across the board. The recent NFC and AFC championship games were the NFL's largest combined audience for the two championship games since January 1982.

With all those eyeballs, the real winners could turn out to be the companies with the most aggressive (and the most memorable) advertising spots.

Time Warner's (TWX) The Book of Eli did a commendable job of attempting to dethrone News Corp.'s (NWS) Avatar from the top spot. In the end, it failed. James Cameron has produced a hit that will simply not be stopped. At the time of this writing, early estimates from Box Office Mojo credited the picture with capturing another $41 million over the past weekend at domestic theaters. Avatar is closing in on $500 million, an accomplishment which makes you wonder if this is the wintertime or the summertime.

Eli came in second with $31 million. A reasonably good start for Time Warner considering the power of News Corp.'s new Titanic; word of mouth is now key to propelling the apocalyptic project into solid blockbuster status. The film reportedly has a budget of $80 million attached to it, so hopefully the worldwide gross will be stellar even if the domestic take falters.

Here's an interesting article over at ICv2.com. As you may have heard, the Spider-Man franchise is about to undergo a mutation. Sony (SNE) apparently had creative differences with director Sam Raimi over the script for the fourth iteration in the series featuring Tobey Maguire as the titular character. This unfortunately led to a parting of the ways, and the need for a reboot, as they say in Hollywood.

There's an interesting business aspect to the deal that makes it imperative for Sony to come out with a new Spider-Man on a pretty regular basis. The rights will revert back to Marvel if Sony does nothing with them. Guess it's a use-it-or-lose-it deal.

Time Warner (TWX), whose colleagues include The Walt Disney Company (DIS), General Electric Corporation's (GE) Universal, and Sony Corporation (SNE), did an incredible job at the box office in 2009. It could even end up being the top studio, although there is currently some ambiguity on that count. This article over at Variety says that News Corp. (NWS) might come out ahead once all is said and done.

Nevertheless, according to Moviefone, Time Warner's movie operations captured an estimated $3.99 billion at multiplexes around the globe. Yes, it's an impressive feat, and it was done with the help of a major franchise. Harry Potter and the Half-Blood Prince grossed well over $900 million on a worldwide basis. Even more amazing was the performance of surprise comedy hit The Hangover. And to think, that one had an R rating, something that tends to limit the potential for big success.

Shareholders of News Corp. (NWS) are probably happy this Monday as two of the company's films -- Avatar and Alvin and the Chipmunks: The Squeakquel -- did very well over the three-day holiday weekend.

James Cameron's Avatar topped the charts at domestic theaters, pulling in an estimated $75 million, according to Box Office Mojo. If the project can continue to attract moviegoers in large droves, as well as propagate a lot of repeat business, then it should break even before it hits other distribution channels.

The DVD market continues to disappoint. There's an article over at The Hollywood Reporter discussing the industry and its sorry state. According to the piece, sales of discs are down 13% at the end of the third quarter.

Interestingly enough, the article goes on to give a positive spin to the news by pointing out that the Blu-ray format is gaining traction, and that digital distribution and rental of discs are also acting as offsetting elements. While that may be true, I'm not so sure I can be as positive, because I still believe that the studios have a long way to go in terms of answering the DVD issue.

It was the weekend that everyone was waiting for. The debut of James Cameron's Avatar was an event approaching mythic dimension: Don't tell me you didn't know it was coming, because I wouldn't believe you for a nanosecond. The hype was out there, and it became a self-replicating, viral zeitgeist able to cross multiple mediums with ease. Its marketing message dominated the collective cinematic discussion, and even though it didn't possess the brand access of Time Warner's (TWX) The Lord of the Rings trilogy.

Which is why I found the domestic opening of the project quite puzzling. I thought Avatar, distributed by News Corp. (NWS), was worth a heck of a lot more than $77 million, which is what the film grossed, according to Box Office Mojo.

Looking for an idea in the media sector? Disney's (DIS) stock has been doing well. News Corp. (NWS) is near a 52-week high. Time Warner (TWX) is on a roll, too.

And then there's the Viacom B (VIA.B) shares. They're not too far from a 52-week high, either. Then again, many stocks are near their best levels of the year. The collective momentum seen in the major media companies makes it difficult for an investor to settle on a single candidate. How should one decide?

I read a piece over at the Los Angeles Times about the rapidity of changes going on within Disney's (DIS) studio system. As a shareholder, I'm hoping for the best, but I'm not expecting much. Sometimes it's better that way when it comes to the Mouse. Those who have owned the stock as long as I have know what I'm talking about.

The cited article discusses the moves being made by the new studio head, Rich Ross. He replaced the well-respected Dick Cook. Well-respected or not, Cook had to go. I concurred with CEO Bob Iger's perception that a change in leadership was necessary for the celluloid portion of the Disney business model.

Disney (DIS), the media company behind Mickey Mouse and Buzz Lightyear, and whose colleagues in the industry include CBS (CBS), General Electric's (GE) NBC Universal, News Corp. (NWS), Sony Corporation (SNE), Time Warner (TWX), and Viacom (VIA), reported results for Q4 and the full fiscal year on Thursday after the bell. While the bottom line came in ahead of expectations, I have to say that the release was disappointing to this shareholder.

Earnings on an adjusted basis for the quarter came in at 46 cents per share, higher than the number predicted by analysts. Unfortunately, as I go through the data, I don't think I'm too comforted by such income performance.

Disney (DIS), a media business that competes with Viacom (VIA), CBS (CBS), News Corp. (NWS), and General Electric's (GE) NBC Universal, will be talking up its fourth-quarter numbers on Thursday after the bell. Are you a shareholder? If so, are you excited? Well, don't get too excited, because we might not be getting any growth, even if the Mouse beats on the bottom line. According to Earnings.com, the call is for 40 cents per share versus the 43 cents per share made in the comparable period.

You know what, though? For the most part, I'm not so concerned with exactly how much Disney makes this quarter. I'm a shareholder, and I want to see management at least come in at the estimate, of course, but I'll be more interested in the conference call. Way more interested this time around, in fact.

Here are some highlights from last week's earnings coverage from BloggingStocks:

• CBS Corp. (NYSE: CBS) reported that Q3 revenue was flat while earnings and cash flow declined.
• Clorox Co. (NYSE: CLX) reported better-than-expected Q1 earnings, helped by healthy gross margins.
• Comcast Corp. (NASDAQ: CMCSA) posted better-than-expected Q3 earnings with modest revenue growth.
• Dean Foods Co. (NYSE: DF) Q3 revenue missed estimates but earnings came in better than expected.
• Expeditors International of Washington Inc. (NASDAQ: EXPD) traded lower after its Q3 earnings miss.
• Garmin Ltd. (NASDAQ: GRMN) beat earnings estimates in the week after the Google Navigation launch.

Viacom (NYSE: VIA), a content player in competition with News Corp. (NASDAQ: NWS), Time Warner (NYSE: TWX), Sony (NYSE: SNE), and General Electric's (NYSE: GE) NBC Universal, issued Q3 numbers today. If we had a different market on our hands, I think the stock would have reacted better to the news. Revenues were down 3%, but adjusted income rose 25% to 69 cents per share. According to Bloomberg, the bottom line came in well ahead of estimates, which were pegged at 57 cents per share.

Sounds good, doesn't it? Well, the company's A shares are down slightly as I write this by about 0.6%, and the B shares are just about flat. Like I say, if the broader indexes were in an uptrend this afternoon, we probably would have seen a pop in the stock.

It was a triumphant weekend for Michael Jackson. And how fitting it was that the man who gave us the Thriller masterpiece saw victory during a weekend devoted to all things Halloween.

According to early estimates at Box Office Mojo, Michael Jackson's This Is It, distributed by Sony (NYSE: SNE), grossed about $21 million at domestic theaters, good for the top slot. The total tally for the film is over $32 million once the Wednesday opening is taken into account.