Recently Mark posted a link to an article that suggested BIONICLE™ would be ending with the release of the theatrical movie in 2004. Earlier this week I had a chat with Brian from the PR department and I asked him about this. It took a few days for him to track down the facts, but this is how it works:

The overall story of MATA NUI is divided up into chapters, and the movie in 2004 will mark the end of one of those chapters, not the end of the entire story. Furthermore, LEGO® recognizes the profound success of BIONICLE™ and fully intends to continue the story beyond 2004.