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) --



stock has gotten a boost from high expectations of its upcoming film,

How to Train Your Dragon.

DreamWorks stock is up by 6.8% at $37 in the late morning.

One analyst was so impressed by the film after a screening that he upgraded DreamWorks to buy from neutral, in a note to clients.

"The film is shaping up to be a major hit with a strong marketing campaign, merchandise opportunities, and franchise value." says Janney Montgomery Scott analyst Tony Wible.

DreamWorks plans to market the film heavily during the winter Olympics, online and with an iPhone application, according to Wible. Wible estimates DreamWorks will make an average of 3% to 8% of its revenue with merchandise, but said

How to Train Your Dragon

should do better with its dragon and Viking characters.

Wall Street analysts on average expect DreamWorks to earn $2.33 per share in fiscal 2010, but the forecast could be at risk if

How to Train Your Dragon

falls short of "fairly lofty" expectations says Caris & Co. analyst David Miller.

TheStreet Recommends

How to Train Your Dragon

is set to be released next year in 3-D.

Another media sector gainer is

Regal Entertainment


, whose stock are up 3.4% at $14.20. At the same time,

The New York Times Company

(NYT) - Get New York Times Company Class A Report

has fallen, down 1.3% to $8.50, as has


(SIRI) - Get Sirius XM Holdings, Inc. Report

down 1.5% to 64 cents.

-- Reported by Andrea Tse in New York

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Copyright 2009 Inc. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed. AP contributed to this report.