Published: Fri, January 17, 2020
Life&Culture | By Sue Mclaughlin

20th Century Fox & Fox Searchlight Being Rebranded by Disney

20th Century Fox & Fox Searchlight Being Rebranded by Disney

After 85 years as one of the most famous names in Hollywood, Disney is calling time on the Fox in 20th Century Fox with executives reportedly anxious the name had become too closely associated with Rupert Murdoch's rightwing news channel. On the television side, no final decisions have been made regarding new names of 20th Century Fox Television and Fox 21 Television Studios. Additionally, Variety states the studios' logos will remain much the same - minus the specific "Fox" branding.

Disney's phasing out of the Fox name is already underway, with email addresses for Searchlight staff being changed from a fox.com address to a searchlightpictures.com address.

"Downhill", a comedic drama starring Will Ferrell and Julia Louis-Dreyfus, will be the first movie under the Searchlight Pictures name. In 1953, Rocky Longo, an artist at Pacific Title, recreated the original logo design for the new CinemaScope picture process. Meanwhile, the upcoming family film titled Call of the Wild will be released under the 20th Century Studios banner.

Those logos won't be dramatically altered, just updated.

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The main reason for the name change is to avoid confusion with the "Fox Entertainment" brands, though Disney can legally use the Fox name. Otherwise, the signature elements - swirling klieg lights, monolith, triumphal fanfare - will remain the same.

Disney has dropped the name from the 20th Century Fox assets it acquired last March, according to Variety. A source for the outlet suggests the rebranding is to distance Disney from Lachlan Murdoch-controlled brands like Fox News and the Fox broadcast network. The company's art deco searchlight logo and rousing theme song became an iconic Hollywood brand, and the studio released some of the most beloved and successful movies in Hollywood history, including "Avatar", "Titanic", "Home Alone", "Die Hard", "Alien", "Star Wars: A New Hope", and "Planet of the Apes".

Stay tuned to Heroic Hollywood for the latest news on Disney and rebranded Fox divisions as it develops!

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