Nickelodeon executives have since released optimistic plans for upcoming marketing strategies in regards to "Avatar". Nickelodeon President Cyma Zarghami openly stated his belief that the franchise "could become their "Harry Potter"". They expect consumers to spend about $121 million in 2007, rising to $254 million by 2009. The marketing plans are to be coincided with the release of the first live-action movie based on the series in 2010, which will be the first movie in a trilogy.