The dormant www.Firesigntheatre.com was revamped by the Firezine Webmasters and the magazine began releasing sanctioned CDs of various live concert performances and radio broadcasts to help raise funds for publication and website maintenance for Firezine. Among the twelve related CDs eventually released were The Firesign Theatre Live At The Westbury Music Fair 1975, Questions And Answers, The Fighting Clowns Ronald Reagan Assassination Show 1981, In The Firezone Live In Seattle 1999, Let's Eat, Still Waiting For the Electrician and the WEPM Firesign Festival with the eventual goal of releasing an example from every Firesign Theatre tour available for the hardcore collectors and fans.

More Sugar began to license, manufacture and distribute some of these and other CDs, The Pink Hotel Burns Down, a collection of rare recordings, and again, Anythygne You Want To so that Firesign could receive royalties.

For the next Rhino CD some ideas were kicked around about Nick Danger In The 21st Century, a re-release of The 3 Faces Of Al with new wrap-a-rounds by David Ossman for a segmented version of it or a collection of various unreleased Nick Danger live recordings including Frame Me Pretty. Firesign had a much greater desire to do an all new storyline for their next CD rather than a Nick Danger episode or augmented re-release of old material. Give Me Immortality was enough of a financial and critical success to warrant this approach. The follow-up Rhino release was Boom Dot Bust (1999) which showed the dark side of the economy centered around the political machinations of mythical Billville by pushing the envelope of the latest studio techniques. Firesign had produced a Billville show at the Roxy in 1979 and some of that material re-surfaced in Boom Dot Bust. Rhino decided to use it to initiate their advanced audio, DVDA, souped up with short videos, graphics and supplemental material. Sales for Boom Dot Bust were less than spectacular. Part of the problem was that the warmth displayed by the characters in Give Me Immortality was totally missing and the CD just wasn't all that funny, though it did have its moments. The DVDA format also failed to take off in the market place so the DVDA version release was delayed for over a year.

On 1/1/2000 Firesign rang in the new millennium by broadcasting over the Pacifica network, from the KPFK studios where they began, performing The Alternative Rose Parade. Listeners were encouraged to tune in the real television broadcast, turn down the sound and listen to Firesign do commentary. The audio was later edited and released by Firezine as The Firesign Theatre's Alternative Rose Parade.

A Rhino DVD video project Weirdly Cool went through several directors and art directors. Thousands of photos were shot of Firesign in character in various poses that were to be animated into a story or presentation. Hours of video was shot in the recording studio of Firesign sitting around the microphones digitally re-doing their classic bits as presented in live concerts. Live footage from the 1999 tour and vintage film was solicited. No clear vision of the project came into focus with financial support so the project was shelved.

With these disappointments and internal friction, Firesign activity dropped off for most of the year as the group members went their separate career ways. They did record some real commercials for a New Jersey Auto Insurance agency and made a brief appearance on David Ossman's centennial adaptation of the Wizard of Oz for the LA Children's Museum. Firesign played the Hammerheads for this all-star production that was broadcast over NPR and released on a four CD set by Lodestone.

Firesign Theatre still technically owed Rhino a Nick Danger CD as a contractual obligation. With dismal sales of Boom Dot Bust Rhino called in the 'chits'. Hopes were high that the radio noir detective could find a clue to turn it all around and put the group into the mainstream. The guys got back together in the summer of 2001 to write and record The Bride of Firesign. They pulled out all of the nostalgic stops by referencing almost all of their former recordings throughout the story of their familiar characters coming together for one last romp. Not surprisingly missing were the Boom Dot Bust people.

With that off their backs, Firesign decided that a multimedia marketing blitz was the only way to do it or die as a group, so they evolved the mail order More Sugar label into Firesign Records and worked out an in-store distribution deal with Ryko and Whirlwind Media, the DVD re-vamp of Mobil Fidelity Sound Labs to release CDs and DVDs. First up was an augmented re-release on DVD of the 1993 reunion tour MFSL CD Back From The Shadows. Developed for Firesign Records was Radio Now Live, a double CD recorded in Portland during the 1999 tour, a re-release of Fighting Clowns and Anythygne You Want To, the More Sugar version with a new cover. These were expected to do well in the comedy record bins augmenting the Rhino CDs and "Best Of" Sony collection.

In another surprising move to control more of their product they stopped Firezine from producing and releasing any new CDs, essentially putting the printed magazine out of business. They are allowing the Web site to continue offering their product but scrapped five planned CD releases.