rebranding
January 17, 2020

An era in the film industry has officially come to an end.

Disney is rebranding the 20th Century Fox film studio it purchased in its acquisition of Fox assets last year, Variety reports. Going forward, 20th Century Fox will instead be known as 20th Century Studios, and Disney will also rebrand Fox Searchlight Pictures as just Searchlight Pictures.

Audiences will start seeing these changes fairly soon, as The Call of the Wild will reportedly be released next month under the new 20th Century Studios branding, although the opening logo complete with that iconic fanfare will be kept unchanged other than the altered name being swapped in.

This decision, The New York Times notes, will mean that "consumers do not mistakenly think the movie studio has anything to do Rupert Murdoch's polarizing Fox News media empire." Indeed, an insider told Variety, "I think the Fox name means Murdoch, and that is toxic." Fox News was among the assets Disney didn't acquire in its $71 billion 21st Century Fox purchase, which gave it the rights to properties like Avatar, X-Men, and The Simpsons ahead of the launch of its streaming service, Disney+.

Still yet to be decided, according to Variety's report, is whether Disney will similarly rebrand 20th Century Fox Television and Fox 21 Television Studios, which produce shows like The Orville, This Is Us, and Pose. On TV, then, the Fox name lives on inside Disney — for now. Brendan Morrow

May 7, 2019

Water is turning heel.

The chemical substance, comprised of oxygen and hydrogen, has long been known for its ability to sustain life. But former Netflix creative director Mike Cessario wants the colorless, odorless liquid to tap into its darker side, so he's introducing a new product called Liquid Death.

While drinking water's new role as the villain might seem unnecessary and take some getting used to, Cessario has had quite a bit of success in his career, successfully marketing some of Netflix's crown jewels, like Stranger Things and Narcos. So give him a chance to make this work.

Cessario told Business Insider that his canned water was inspired by his days playing in a punk rock band — in particular, he wanted to appeal to the straight-edge punk crowd, who abstain from drugs and alcohol.

However, he also mentioned that his product, which, again, is water, can appeal to any demographic. Read more at Business Insider. Tim O'Donnell

April 3, 2017

AOL and Yahoo are so 2000. Verizon, which is hip and cool, has reportedly decided to merge Yahoo with AOL under the new name "Oath," a person familiar with the talks has told Business Insider.

Without confirming the rebranding, an AOL spokesperson said that "in the summer of 2017, you can bet we will be launching one of the most disruptive brand companies in digital." Verizon acquired AOL in 2015 for $4.4 billion; it acquired Yahoo last year for $4.85 billion.

Like many rebranding attempts, this one is not going over so well just yet:

Business Insider adds that "it's unclear if the Yahoo name will live on at all for any part of the internet business that will be run by AOL. However, we expect to see a big new branding campaign in the coming week, along with more details about the new company." Read more about why Verizon picked up ailing Yahoo last year at The Week. Jeva Lange

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