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In June 2002, Spears branched out as a restaurateur with the opening of a New York City eatery, NYLA, but the venture was not a success and the restaurant closed in 2003. Her appearance in the movie Crossroads, which reached number two in the box office charts, netted her a Razzie Award for worst performance of 2002.

Following the first two successful albums, Britney Spears's career skyrocketed, and a multimillion-dollar music, film, advertisement, concert and TV-special "industry" sprang up around her. Her most popular ads were for Pepsi. In 2003 there was media speculation that the soft drink behemoth were planning to replace Spears with Destiny's Child frontwoman Beyonce Knowles. This speculation turned out to be false, and Spears has gone on to sponsor other Pepsi products.

Britney Spears's fourth album, In the Zone, was released on November 18, 2003. Jettisoning the Max Martin produced synth pop of her earlier releases, the album takes in lesser-known producers such as RedZone as well as such big names as Moby and R. Kelly. Spears co-wrote eight of the album's thirteen songs. The first single, "Me Against the Music" (featuring Madonna), while a staple on MTV's Total Request Live, fared less well on the Billboard Hot 100 chart, though it performed well on other charts. The second single, "Toxic", was released on March 1, 2004.