It is not surprising, but also very symbolic, that Disney Company stripped off the "Fox" brand from the 265,438+0 Century Fox assets acquired in March last year. At the same time, this is also the requirement of the acquisition transaction, the purpose of which is to avoid confusing the former Fox Company owned by Disney with the "New Fox", which includes the ownership of Fox Sports, Fox Business, controversial Fox News Channel and Fox Radio and Television Channel.
Disney's recent acquisition of 20th Century Fox TV Studio is the last company under Fox's name. Disney Company announced that it would change its name to "20th TV", which is part of a larger brand renaming of all Disney TV studios.
Earlier, Disney renamed 20th Century Fox and Fox Searchlight Film Studio in a similar way, but only changed Fox to 20th Century Film Company and Searchlight Film Company. Why did Disney decide to use 20th century TV instead of 20th century TV? "20th century television"), we may never know. To tell the truth, considering that it is 2 1 century, these two names are quite outdated and have been out of date for some time.
In addition, "Fox 2 1 TV Studio" will be renamed as "Touchstone TV" (a TV brand that Disney stopped using in 2007) because Disney is trying to remove the last trace of Fox's name from its assets. Disney also used this renaming to merge ABC Studio and its subsidiary ABC Signature into ABC Signature. ?
This change is inevitable. Last March, Disney spent $701300 million to acquire 265,438+20th Century Fox, including 20th Century Fox Film Studio, but excluding Fox Broadcasting Network or Fox News Channel, which is still part of Fox under the leadership of CEO Lachlan Murdoch. This will automatically lead to a certain degree of brand confusion, which is contrary to the highly differentiated departments within Disney.
Disney has begun to phase out Fox's name: the email address of searchlight employees has been changed from Fox to searchlightpictures.com. Searchlight's next film Downhill, starring Julia Louis Dreyfus and Will Ferrer, will be the first time Searchlight has released a film with a new logo. These signs won't be changed much, just updated. The most significant change is the deletion of the word "fox" from the logo. Otherwise, the iconic elements-rotating Kriging lamps, boulders, and cheers of victory-will remain unchanged.
The original 20th Century Fox Film Company was formed by the merger of 20th Century Film Company and Fox Film Company 1935. The company's searchlight logo and inspiring theme song have become Hollywood's iconic brands, and released some of the most popular and successful movies in Hollywood history, including Avatar, Titanic, Living Alone, Death Tough Guy, Alien, Star Wars: A New Hope and Planet of the Apes.
Rupert Murdoch's News Corporation acquired 20th Century Fox in the mid-1980s, and at the same time acquired a series of American TV stations, which led Murdoch to establish Fox TV Network. Fox's TV programs deliberately set themselves apart with a series of disrespectful and provocative programs. Murdoch launched the Fox News Channel on 1996, which further expanded the brand of Fox and established a very profitable reputation. When Disney bought it, Fox News Channel had already experienced many scandals.
All these scandals have a specific connection with the word "Fox" in the media field, and it turns out that Disney, which has been carefully defending its family-friendly brand, hates it.