This movie requires QuickTime error message

I have a new Mac, the latest OS, the latest QuickTime and the latest iTunes. Furthermore, all of my movies/TV shows are purchased via iTunes, so there are no dodgy ripped versions / home movies / media conversions or whatever. It is all Apple from hardware to software to media purchase.
So, I get this message "The movie requires QuickTime which is not supported by this version of iTunes". It seems odd to me that somebody has actually written such an error message in the first place. How can any version of iTunes not support QuickTime, and yet, there is an "official" iTunes error message. Maybe it actually means "This movie requires (an older vesion of) Quicktime which is not supported?"
Anyway, I have researched this already, of course, and there seems no agreed way of dealing with it. Some say rebooting works (if only), others say run it in 32 bit mode (it crashes), others say start it up in safe mode etc. I cannot make it work. A few diagnistic things that may help:
I had several TV series of a show working fine. I downloaded a new series of the show, and now none of the series of that show play, and the artwork has gone.
I tried deleting some shows and adding them to the library again, but they don't add. iTunes behaves as if the files simply aren't there - but they are.
I can go to these shows and double click and they open and play with QuickTime with no problem, so the files are there, and work, and presumably have whatever "codecs" or whatever that are needed to play them.
If anyone out there can help, I'd be really grateful.
Oh, and a message for Apple, if anybody there bothers monitoring these things... This makes me really angry. I pay top dollar for your hardware and software becuase "it just works", then I have to pay a fortune for media bought through iTunes, which is usually far, far cheaper on DVD, and what do I get for that? Constant misery from iTunes. This is far from the first problem I have had. I don't rip or pirate stuff, I'm not trying anything clever, I don't have all sorts of rubbish installed on my Mac, or try running Windows or whatever. I am a simple Mac customer, running your basic stuff, and buying my media from you, and IT DOESN'T WORK. Pathetic! I wish to God I had never got into the whole Apple thing a few years back, which is something I constantly warn friends about if they say they like the look of my Mac.

Have you compared the downloads using "Get Info" to see if the failing ones have some common attribute that the successful ones don't have? For example, might either the failing or the successful ones be M4V files while the opposite attribute is something else?
The other thing I've thought of is to ask whether you have any i-Devices (iPhone, iPad, etc.) that enter into the problem. If you have any, they're not involved, right?

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TS3771 My iTunes U no longer works since the update, an error message pops up saying that "This movie requires QuickTime, which is not supported by this version of iTunes." I followed the tutorial that suggests to change to from 64 to 32 bit and it didn't

iTunes U video files no longer work on my computer since i update to Mavericks. The following message appears on the screen "This movie requires QuickTime, which is not supported by this version of iTunes." I followed a tutorial that suggested to go to Applications/iTunes/Get Info and change to 32 bit. Now my iTunes does not open at all, it says it requires 64 bit. I am a bit confused and disappointed. What should I do to get it fixed? Buy a new MacBook?

Marcello, I am having the same problem. When following the advice of many in the community to start iTunes in 32-bit mode, I get the following error after I have done so:
I am running 10.9.2 on a mac mini.
I am hoping this will be fixed or at least a solid answer could be given that iTunes will no longer support certain types of media going foward.

This movie requires QuickTime, which is not supported by this version of iTunes.

I know many people are also having this problem and some solved the issue by running the app in 32 bit mode. Unfortunately, when I do that, iTunes warns me that I have to open the application in 64 bits.
For those of you who don't know about the problem, here is the issue. When I try to play a lecture video in iTunes U, application prompts this error message and does not play the video no matter what.
This movie requires QuickTime, which is not supported by this version of iTunes.

Delete the content and download it again. If you've moved the iTunes library to a secondary volume, move it back to your home folder.

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Ok nw the rented film is on the iPad which won't play and when I looked at the Mac I was greeted with an error message saying that the film could nt be transferred because the file had already been transferred somewhere else! Thing is I can see it on theioad and the Mac still!
Obviously the film Kees checking where it as you can't watch it in two places at the same time. I can understand that but I knw it's not anywhere else.
The only thing I can think of is if when time machine backs it up it thinks it's being watched!
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This movie requires QuickTime which is not supported ??

Ok. A strange thing just happened.
I just tried to watch a movie trailer on my MacBook Pro, everything is up to date, no visible updates, mavericks OS.
I get the spinning beach-ball for thirty seconds, then a message pops up saying-
"This movie requires QuickTime, which is not supported by this version of iTunes"
What in earth is going on?
I'd love some help.
Thanks

Thanks for the response. I've just been reading some of the discussions.
All I know is that I didn't buy a mac to have this kind of stupid problem. I'm not going to start deleting things and messing around with files. It's supposed to just work properly.
I mean, I'm using iTunes on a mac, what more do I need to to.
I don't want any elaborate solutions. I want Apple to say, 'Sorry we realise there has been a bit of a hiccup, we're aware and we're fixing it right now. An update and a fix is on it's way'.
So as of this point I can't watch movies on iTunes. I'm pretty sure the millions Apple will be losing by the day will encourage a quick fix.

HT1390 this movie requires quicktime which isn't supported by this version of iTunes, 10.6, when trying to play rented movies?

anyone ever gotten the message:this movie requires quicktime which isn't supported by this version of iTunes, 10.6, when trying to play rented movies?
how to fix it?

i also want to add that this video shows status " stopped (err = 503)"

I am trying to watch a movie but a box pops up saying "This movie requires QuickTime, which is not supported by this version of iTunes." how do i fix this

i am trying to watch a movie but a box pops up saying "This movie requires QuickTime, which is not supported by this version of iTunes." how do i fix this

Try installing the most recent version of the QuickTime Player for Windows:
http://www.apple.com/quicktime/download/

This movie requires Quicktime???

Relevent stats:
Windows 7 Home Premium 64-bit
iTunes 11.1
Started getting this error today, for seemingly no reason. When I start iTunes I get the message that some video files require Quick Time to play, which is no longer included with iTunes. Every video that I click on brings up "This movie requires Quick Time, which is not included in this version of iTunes. To play this movie, install Quick Time." I never got the initial message before today and I am getting the error trying to play movies that I have watched before, both in iTunes and on ATV. I have tried closing and restarting iTunes and rebooting the system; no change. Is there a fix for this, or do I need to do a complete reinstall?
Edit: When I click on the "More Info" link in the message bubble, it takes me to an old iTunes 10.5 support article. ***?
Message was edited by: killer_junior

Update:
I have done a full re-install of iTunes and still have the same issue. I have also tried streaming to the ATV, but it is now telling me that there is no media in this library. I have not changed any of my home sharing settings and I have verified the settings in iTunes and ATV. Everything looks like it should be working.
Incidentally, my video card has failed. I'm wondering if this might be related.

This movie requires quicktime and this is not supported by itunes 11

I downloaded The daily Show with Jon Stewart and it will not play.
I've restarted; enabled 32 bit etc.
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Bill

Had the same problem; exported (copied) my purchased content out of iTunes, delete it, then copied it back in (add to library). Worked for me, but what a lame excuse. I even tried (after delete) to redownload from iCloud, same error -- requires QuickTime. If Apple is watching these posts, then why is nothing being done? We bought this material and should not have to export GBs of data only to import again, or worse, change a 64-bit program to run in 32-bit mode to make the purchased content work.

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).
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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.
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I have a headache now... ;D

Try reinstalling QuickTime Player, You can download it directly from Apple here -> http://www.apple.com/quicktime/download/
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Moving item Required field error message

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This movie requires QuickTime error message

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