ITunes won't play quicktime videos on Mac anymore.

I'm using 10.7.3
iTunes 10.6
MacBook Pro 2.6Ghz 4GB ram
iTunes won't play my video anymore and it's been a while I'm not sure when it occured if it's after an update to snow leopard or iTunes updates...
When I double click a video I get "This movie requires QuickTime, which is not supported by this version of iTunes." ??
...and cannot convert the option doesn't work I get this other message when trying to convert a version for APPLE TV in advanced menu "None of the selected files were converted because they could not be found."??
But the movies are quicktime movies in my library and the MPEG-4 plays in iTunes but not on APPLE TV.
From all my videos I get one only going through APPLE TV and when I try opening it it says error occured why opening and never works??
It seems APPLE is regularly messing things up in updates to loose people so they have to pay for tech support, I didn't upgrade to iPhoto 11 and cannot import anything anymore into it so my entire library is a dead one ; not a cool way to do business than messing people software so they have to buy newer versions!!!
Any specialists that know how to fix this ??

The 32-bit solution has never, I repeat, never worked for me.  I've even done a full reinstall on a clean drive of OSX Lion with a fresh install of iTunes downloading a video of "The Big Bang Theory" that just came out this last thursday and still get the error (just finished the full reinstall to a clean drive now and, no, I didn't do any backup restores.)
The only solution I've found is to remove the video from iTunes, without deleting the file, then import the file back into iTunes.
Switching to 32-bit iTunes to run the file causes iTunes to tell me it needs to open iTunes to play the file then it sits and waits for itself to open until I cancel the process.  The video then plays without audio.
I have noticed that I can stream the files to my Apple TV to play even while getting the error trying to play them on the computer I downloaded the files onto.
As a result of this error, I've had to reduce the amount of content I purchase from iTunes.  no more buying whole seasons at a time unless I do it at the start of the season.  Even then, I'm reconsidering it.  The amount of work required to get the files into a playable status on the computer is simply too great on an on-going basis.

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