'X-Files': A marketing challenge for rebooting franchises

July 10, 2008 The truth is still out there -- on billboards, in sci-fi chat rooms and, on July 25, in a few thousand movie theaters. While the audience out there for "The X-Files: I Want to Believe" remains unknowable, Fox hopes the spooky sequel can become the latest example of a successful "reboot": thawing out a dormant film franchise after years in deep freeze. Since then, studios have released new installments of everything from 1980s actioners "Rocky," "Rambo" and "Die Hard" and comic book fantasies "Superman" and "Batman" to this summer's "Indiana Jones and the Kingdom of the Crystal Skull."

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