Disney Dropping “Fox” Name: Business of Branding, Not Politics

by Ray Keating

Analysis

DisneyBizJournal.com

January 20, 2020

No one should be surprised that the Walt Disney Company has officially removed the name “Fox” from two movie studios it acquired in the $71.3 billion deal for the Fox entertainment assets. So, 20^thCentury Fox is now 20^thCentury Studios, and Fox Searchlight is Searchlight Pictures.

Disney reportedly has merely confirmed the new names, and said nothing else.

That, of course, doesn’t stop all kinds of speculation regarding this decision, with it being particular popular to peg the name change to the politics of Fox News. The theory goes that since Fox News is so controversial in Hollywood that Disney didn’t want any potential confusion.

In reality, the politics of Fox News doesn’t matter. While I’m sure that few in the Disney Company hierarchy are big Fox News watchers, this was a straightforward branding decision by Disney. 

The name “Fox” continues to exist with Rupert Murdoch’s Fox Corporation, which owns Fox News, local Fox stations and other assets. Given that reality, Disney was smart to make sure that no confusion exists from a business and branding perspective. Therefore, “Fox” was destined for elimination with Disney-owned assets. Indeed, this move on the naming of two movie studios follows a decision three months ago to fold 20^thCentury Fox Television into a unit called Disney Television Studios.

While one is free to read politics into Disney’s decision to strip the “Fox” name out of its movie studio names, that doesn’t mean such assertions have merit. Once more, this is about branding, and Disney is very good when it comes to branding.

Ray Keating is the editor, publisher and economist for DisneyBizJournal.com, and author of The Disney Planner 2020: The TO DO List Solutionand the Pastor Stephen Grant novels. He can be contacted at  raykeating@keatingreports.com.

Racing Ahead with “Ford v. Ferrari”

by Ray Keating

Review

DisneyBizJournal.com

November 28, 2019

DisneyBizJournal.com Movie Rating: 4 stars out of 5

DisneyBizJournal.com Box Office Rating:  $$ out of $$$$

Forget about Fast and Furious. If you want to see some high-speed cinema, check out Ford v. Ferrari.

And even better, while the Fast and Furious franchise is about over-the-top fantasy, Ford v. Ferrari is rooted in the true story of how Ford challenged Ferrari in the 24 Hours of Le Mans race in 1966. And while Ford v. Ferrari truly excels in its many scenes of racing and testing cars, this ultimately is a story about friendship, family, and overcoming personal and corporate challenges.

Matt Damon shines as the famed driver and car designer Carroll Shelby, as does Christian Bale as driver Ken Miles. But Ford v. Ferrari also offers fine supporting performances, including Jon Bernthal as Lee Iacocca, Caitriona Balfe as Mollie Miles, and Noah Jupe as Peter Miles.

For good measure, while Ford v. Ferrari offers the expected moments of reaching competitive heights on the racetrack, it does not shy away from powerful character moments. In that sense, it is full storytelling on the big screen.

Unfortunately, Ford v. Ferrari, a Disney 20^thCentury Fox production, has under-performed at the box office. According to BoxOfficeMojo.com, Ford v. Ferrari carried a production budget of $97.6 million, and as of November 28, generated $108.5 million in revenue.

Perhaps there will be some nominations at Oscar time that will give this worthy movie an extra boost at the box office.

Ray Keating is the editor, publisher and economist for DisneyBizJournal.com, and author of the Pastor Stephen Grant novels. He can be contacted at  raykeating@keatingreports.com.