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The Morning Fix: 'Rio' stays hot. Finding the new wizards and vampires. Netflix faces heat.

April 25, 2011 |  7:28 am

After the coffee. Before selling an integrated placement spot here.

The Skinny: While everyone else was seeing "Rio," I went to "Pom Wonderful Presents: The Greatest Movie Ever Sold," which is the latest documentary from Morgan Spurlock and examines product placement. It has inspired me to sell my "After the coffee" line. After all, I don't have to say, "After the coffee." I could say, "After the Starbucks" if the price is right.

Get "Rio." For the second week in a row the 20th Century Fox-distributed "Rio" is the top movie. This weekend, "Rio" took in almost $27 million. That was enough to hold off Tyler Perry's "Madea's Big Happy Family," which made about $26 million. Also getting off to a solid start was "Water for Elephants," the romantic flick starring Reese Witherspoon and Robert Pattinson. Box office coverage from the Los Angeles  Times and Movie City News.

What teens want. With the "Harry Potter" and "Twilight" franchises heading toward retirement, studios are scrambling to find the next big teen thing that doesn't have a vampire or a wizard in it. The Wall Street Journal looks at what rights are being gobbled up by which studios.

Sitting on the sidelines. While the studios,  theater owners and a some big shot directors battle over how fast movies should go from the big screen to the small screen, keeping silent is the Motion Picture Assn. of America. Of course, given that the studios pay the salary of new MPAA chief Chris Dodd, it's not much of a surprise that the association would not weigh in on the issue. The Directors Guild of America is also mum on the issue. The New York Times on who is talking and who is not.

Is Simon Cowell worried? Do you get the sense that Simon Cowell and Fox are suddenly nervous about "X Factor?" At first, "X Factor" was going to save Fox because "American Idol" was going to be on the way out without Cowell. Now, though, Steven Tyler and Jennifer Lopez have kept "American Idol" going strong and the focus is on whether there will be enough of a hunger for Cowell's import. All I know is Cowell seems to be everywhere these days, as if he and the network are screaming, "Look at me!" His latest chat is with Deadline Hollywood where he again talks about potential judges and gossip about the show.

RIP Norio Ohga. On Saturday, retired Sony President Norio Ohga died at the age of 81. It was Ohga who pushed the consumer electronics company into Hollywood, overseeing the purchase of Columbia Pictures and CBS Records. An obituary from Reuters.

Inside the Los Angeles Times: Netflix won't have the field to itself all that much longer. Jodie Foster on working with Mel Gibson.

-- Joe Flint

Follow me on Twitter. I'll be around longer than Paul Reiser's sitcom.