No JVM could be found on your system

I'm getting this error when trying to run the 64 bit IntelliJ 11.1.1.

It says to Please define IDEA_JDK to point to an installed 64 bit JDK or JRE. Well I think I have done this but I still get the exact same message.

In my Windows 7 environment variables: C:\Program Files (x86)\Java\jre6

I then try starting up 64 bit IntelliJ and I get that same message.

What's wrong?