Disney to reportedly drop 'Fox' name and rebrand 21st Century Fox assets

The Walt Disney Company is removing the "Fox" name from the 21st Century Fox assets, nearly two years after it announced it would be acquiring the company. According to Variety, the 21st Century Fox film studio will now be known as 20th Century Studios, while Fox Searchlight Pictures will be renamed to Searchlight Pictures.

Despite the name change, Variety said the logos will merely be updated rather than "drastically altered". All signature elements, from the monolith to swirling klieg lights and triumphal fanfare, will be kept while the word "Fox" has been removed from the logo marks. Meanwhile, Disney has also replaced the email addresses of Searchlight employees, Variety said, adding that the fox.com domain has now become searchlightpictures.com.

Variety also reported that Downhill, an upcoming film produced by Searchlight features credits beginning with "Searchlight Pictures Presents" and will be the first film to debut with the new logo. In the meantime, another upcoming film titled Call of the Wild will be released under the 20th Century banner without the "Fox" name. Marketing has reached out to Disney for comment.

The acquisition saw Disney gaining control of 21st Century Fox’s film production businesses, including Twentieth Century Fox, Fox Searchlight Pictures and Fox 2000 Pictures; Fox’s television creative units, Twentieth Century Fox Television, FX Productions and Fox21; FX Networks; National Geographic Partners; Fox Sports Regional Networks; Fox Networks Group International; Star India; and Fox’s interests in Hulu, Sky plc, and Tata Sky.

Separately closer to home, the entertainment company recently appointed Jessica Beaton to the newly-created role of director, APAC media and digital marketing after more than six years with dentsu X. Beaton will guide the overall APAC (excluding India) media and digital marketing efforts for the company’s theatrical releases across Disney, Walt Disney Animation Studios, Pixar, Marvel Studios, Lucasfilm, 20th Century Fox and Fox Searchlight.

Meanwhile in October last year, Disney picked Zenith and Omnicom Media Group (OMG) to manage duties for Asia Pacific and North America respectively. In addition to Asia Pacific, Publicis’ appointment also covers Europe, Middle East and Africa, as well as Latin America. On the other hand, it was also reported that Disney handed OMG media duties for National Geographic, ABC, Disney Channel, FX Productions and Networks, and Disney Freeform in the US and Canada.

(Read also: Disney splits media duties to hand Zenith APAC work, bespoke unit to be created)