to make sure it runs the 64 bit version of java have it like this:
"c:\Program Files\Java\jre7\bin\java.exe" -Xmx1536M -Xms1536M -XX:MaxPermSize=256M -jar forge-1.6.4-9.11.1.965-universal.jar
take a look at what jre version you have installed just in case.. x64 should be in program files while x32 resides in Program Files (x86)