Meanwhile, Road Runner and Wile E. Coyote are going back to work in movie theaters in a series of 3-D shorts. The first of these shorts  Warner has approved three, and three more are in development  will play ahead of the movie “Cats & Dogs: The Revenge of Kitty Galore,” which arrives in theaters July 30.

Image Bugs Bunny and Daffy Duck will be roommates in a coming Cartoon Network series. Credit... Warner Brothers Entertainment

The studio’s consumer products and home entertainment divisions are trying to do their share, releasing a new Nintendo game featuring the Tasmanian Devil in September and several new DVD compilations.

An expansion is also under way at LooneyTunes.com.

“We talked at great length about whether we were audacious enough to take on such iconic treasures,” said Peter Roth, president of Warner Brothers Television, who was recently given oversight of the franchise after a restructuring. “It’s both costly and risky, but I think an extraordinary opportunity.”

Warner declined to say how much it is spending on the initiative, but the television series alone carries a cost of about $750,000 an episode, according to industry estimates. “We want to reinvigorate the brand with the best possible execution  high-quality, high-end state of the art,” Mr. Roth said.

Improving the quality will not be difficult. “The bar had gone so low that we could only go up,” said Sam Register, who took over as executive vice president of creative affairs at Warner Brothers Animation two years ago, referring to previous efforts to reimagine Looney Tunes for a new generation.