"Shrek Forever After" in which lovable ogre undergoes a mid life crisis is going to open on Friday and it has been billed as the fourth and final film in the animated Shrek franchise. Shrek has done a lot for DreamWorks Animation SKG Inc and the studio is looking for ways to replicate his success.

DreamWorks is dependent on franchises like any Hollywood studio in this age of big budget movies and, with the curtain coming down on Shrek, the Company progressively more will have to rely on its three other franchises to keep rising.

"Shrek Forever After" has been called as one of the most highly anticipated movies of 2010 by the DreamWorks chief executive Jeffrey Katzenberg in a conference. He said, "The company's growing stable of franchises will continue to generate value at the box office and beyond for many years to come".

On the other hand, franchises like "Kung Fu Panda," "Madagascar" and "How to Train Your Dragon" have failed to give competition to Shrek, with its stellar DVD sales, merchandise licensing, touring stage show and California theme park attraction. The profit for DreamWorks of $1 billion has already been generated from Shrek franchise since the first film came out in 2001.