2009 during the show's tenth anniversary. Its popularity has made it a media franchise, which is the most-distributed property of MTV Networks. , it has generated $12 billion in merchandising revenue. Departure In 2002, Hillenburg halted production of the show after the third season was completed to focus on the making of The SpongeBob SquarePants Movie which was released in 2004: "I don't want to try and do a movie and the series at the same time. We have 60 episodes and that is probably as many as [Nickelodeon] really needs. It is a standard number for a show like this. I have done a little research and people say it is just crazy doing a series and movie at the same time. I would rather concentrate on doing a good job on the movie," he noted. He directed the film from a story that he conceived with five other writer-animators from the series: Paul Tibbitt, Derek Drymon, Aaron Springer, Kent Osborne, and Tim Hill. The writers created a mythical hero's quest: the search for a stolen crown, which brings SpongeBob and his best friend Patrick to the surface. In 2003, during the production of The SpongeBob SquarePants Movie, his mentor Jules Engel died at the age of 94. Hillenburg dedicated the film to his memory. He said that Engel "truly was the most influential artistic person in [his] life." The SpongeBob SquarePants Movie grossed $140 million worldwide, and received positive reviews from critics. The review-aggregator website Rotten Tomatoes rates it 68 percent positive based on 125 reviews, with an average rating of 6.2/10. Its consensus states in summary, "Surreally goofy and entertaining for both children and their parents." After completing the film, Hillenburg wanted to end the series "so [it] wouldn't jump the shark." "We're working on episodes 40 through 60 right now, and I always looked at that as a typical run for an animated show. [The Ren & Stimpy Show] lasted about that long, for example. And I thought now was a good time to step aside and look at a different project. I personally think it's good not to go to the point where people don't want to see your show anymore," Hillenburg said in 2002. However, Nickelodeon wanted to produce more episodes: "The show was such a cash cow for the station that it couldn't afford not to," storyboard director Sam Henderson observed. Initially Hillenburg