ITunes and Quicktime - Movie requires Quicktime which is not supported

Ok.
Issue is: Movies and TV shows bought thru iTunes (10.5.1) on Lion (10.7.2) generate an error at time of playback. Error is 'This movie requires QuickTime, which is not supported by this version of iTunes."
Help documents state to switch to 32 bit mode (which works).
Here's what I've found out:
Called Apple, couldn't figure out what the issue is. Did the standard system/disk checks/repairs/permission repairs to no avail. Created a new user to download the video to try and play it.. The user was able to stream the video correctly.
I can play the videos IF I access them directly with QuickTime (and it doesn't need the 32 bit flag checked). So, I copied my library files for iTunes over to the new account and tried again (before doing a file by file comparison of both user accounts) to see if maybe the size of the library I have might be an issue.
Logged into the other account and it now had the issue playing the TV show.
But, I don't consider that a valid test because I should have copied the file into it's existing library before replacing it to check and see if there's an issue with the file in iTune.
which led me to an interesting solution.. If I find the file on the drive (my Library files and all videos are on a NAS server, btw) in Finder then tell iTunes to remove the video from iTunes but not delete the file, I can drag and drop the file back into iTunes and it plays fine.
So, no need to switch to 32 bit mode, just have to delete the video from iTunes (but not the drive) then drag and drop it back into iTunes.
It sounds like, for some systems, something isn't being toggled in the iTunes library or the File when it's added to iTunes via the downloader that allows iTunes to recognize the type of playback version required. By deleting the reference in the library then manually adding it back in, the issue is bypassed and the videos are playable again.
I have a headache now... ;D

Try reinstalling QuickTime Player, You can download it directly from Apple here -> http://www.apple.com/quicktime/download/
If that doesn't work, try reinstalling iTunes which should also reinstall QuickTime Player.

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ITunes and Quicktime - Movie requires Quicktime which is not supported

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