Movie cannot be played on this iPhone

When I try to download movies from iTunes on my Windows 7 to my iPhone4 I receive the error message "movie cannot be played on this iPhone". The movies are in the appropriate format. Also, I have noticed that others have had similar problems, several responses to their questions ask you to convert it for iPhone use through the Advanced menu. However, on my iTunes no such menu is avalible. Is there some other way I might be able to convert them?

If you are trying to sync 1080p HD versions. Older devices can not handle this and the best they can deal with is 720p wherease iPhone 4s and iPad 2 and 3 will have no issues.
Right ckick in itunes on the troublesome movie and on the summary page of Get Info it will tell you the type of HD.
I have this situation with my iPhone 4 but my wife has no issues with her iPhone 4s. For some strange reason she refuses to swap - Go figger.
For movies I had purchased from itunes i downloaded the 720p version .
to do this
First in Preferances, Store choose 720p as your preferred download.
Then go to itunes store and under Quick Links select Purchased. Select your movie and click the cloud icon to download.
This will download the new 720p version. You will see no difference in the iTunes section but when you sync the iPhone4 and iPod touch the movies will sync over.
Behind the scenes iTunes stores both versions with slightly different filenames and automatically syncs the right version to your device

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