Mil-Looney-Um 2000 is an event promoting the then upcoming new millennium.
In late 1998, Warner Bros. issued press releases promoting their Mil-looney-um 2000 campaign which was supposed to be a huge marketing blitz with tie-ins galore leading up to the year 2000. A portion of the press release:
Warner Bros.' classic Looney Tunes characters celebrate the millennium with the irreverent "Mil-LOONEY-Um," a companywide marketing initiative spanning the world beginning third quarter 1999, led by Warner Bros. Consumer Products.
In the United States, the Mil-LOONEY-Um campaign includes Kids' WB!, The WB Television Network's children's programming service, which will broadcast specially created animated interstitial programming weekdays. In addition, Kids' WB! will feature a Mil-LOONEY-Um-themed "watch & win" contest on Saturday mornings during November and December.
Additionally, Warner Bros. Studio Stores will host special in-store events in locations nationwide, including the Warner Bros. Studio Store at One Times Square.
Warner Home Video product will feature Mil-LOONEY-Um branding via on-pack stickers and Mil-LOONEY-Um moments included in the preview trailers. Warner Bros. Online will have a dedicated Mil-LOONEY-Um area on its Web site with streaming video of interstitials, online polls and shockwave games.