The millennium hype has propelled thousands of advertisers and proprietors into a frenzy of "Millennium Madness." As the year 2000 fast approaches, merchandise such as hats, sunglasses, T-shirts, posters, music albums, cereals, and more are hitting the shelves. Many advertisers are fighting to beat the clock in order to profit from all the millennium hype. "I have seen so many millennium commercials on TV that I forget which is the show and which are the commercials," senior David Teas said. Major television networks, food franchises, entertainers, and more have latched onto the millennium bandwagon which is speeding down the road and not looking back. The hype has put many through a scare of whether or not the prophets' predictions of Armageddon will be coming true. A recent NBC disaster movie, "Y2K," had executives worrying about whether the movie would incite fear about what will happen when the year 2000 comes. "In a way, people are making it up to be so much that you're kind of anxious about what's going to happen," freshman Christina Arreaga said. "But I think [the media] is making it bigger than it's going to be." Major corporations have attached the millennium to their brand name. The cereal companies have already been hit with the Cheerios' newest creation: Millenios! Lunchtime favorite Subway sandwiches now celebrates the children's pack with the new theme of the Looney tunes "Mil-LOONEY-um Madness." The hype has extended to every possible degree. Rap artist Will Smith recently came out with an album titled "Willenium" which features the song "Will2K." Teen pop group Backstreet Boys' newest album is similarly titled "Millennium." No aspect of human life has been left out - from middle-aged women to sports fanatics and chronic beer drinkers to candy-loving kids, advertising has made the rounds. Elizabeth Arden concocted the Millennium face cream; Adidas produced Superstar Millennium shoes. The alcohol arena propelled Coor's new slogan of "The official beer of the Y2K." M & Ms claim to be the candy of the millennium. "I think it's pretty darn cool because it's a once in a lifetime thing," junior Sally Stewart said. Loading up on the year 2000 items, Steward plans to collect millennium products in case their values rise in the future. While the advertising industry is blowing millions, some students do not feel all the products and commercials have any effect on them. "Seeing all of the year 2000 things over and over again in stores is beginning to wear out the specialness of the new millennium," junior Melanie Tantingco said. "Especially when it's printed on everything you can imagine!" All of the commercials, movies, music, food, and clothing with Y2K stamped all over them are not coming to an end anytime soon. Whether people like all of the millennium hype or not, Y2K propaganda will continue to flood store shelves well into the New Year.