You will be redirected back to your article in seconds

‘Turok’ released through Touchstone

M-rated game won't have Disney brandname

Last year, Disney’s videogame unit Buena Vista Games joined the Mouse’s brand-focused strategy and changed its name to Disney Interactive Studios.

But what to do about an M-rated title that isn’t exactly simpatico with the Disney brand?

For the recent debut of “Turok” — its first violent action game aimed squarely at young males — DIS borrowed a name from its sibling film studio: Touchstone.

“Turok” was released under that brand, a first for a videogame. The strategy mirrors that of Walt Disney Pictures, which only occasionally uses the Touchstone label now for its handful of adult-oriented releases each year.

It seems Touchstone is becoming de facto throughout the company for anything from Disney that just isn’t very … Disney.

More Digital

  • MUBI Giving Away Subscriptions to Film

    MUBI Giving Away Subscriptions to Film Students (EXCLUSIVE)

    Last year, Disney’s videogame unit Buena Vista Games joined the Mouse’s brand-focused strategy and changed its name to Disney Interactive Studios. But what to do about an M-rated title that isn’t exactly simpatico with the Disney brand? For the recent debut of “Turok” — its first violent action game aimed squarely at young males — […]

  • Netflix placeholder

    Netflix Partners With Dubai-Based Pay-TV OSN in Middle East and North Africa

    Last year, Disney’s videogame unit Buena Vista Games joined the Mouse’s brand-focused strategy and changed its name to Disney Interactive Studios. But what to do about an M-rated title that isn’t exactly simpatico with the Disney brand? For the recent debut of “Turok” — its first violent action game aimed squarely at young males — […]

  • reddit ban

    Reddit Bans Community for Deepfake Sex Tape Software

    Last year, Disney’s videogame unit Buena Vista Games joined the Mouse’s brand-focused strategy and changed its name to Disney Interactive Studios. But what to do about an M-rated title that isn’t exactly simpatico with the Disney brand? For the recent debut of “Turok” — its first violent action game aimed squarely at young males — […]

  • Snapchat redesigned app

    Snapchat, Ignore the Haters: History Shows Freak-Outs Over Redesigns Subside

    Last year, Disney’s videogame unit Buena Vista Games joined the Mouse’s brand-focused strategy and changed its name to Disney Interactive Studios. But what to do about an M-rated title that isn’t exactly simpatico with the Disney brand? For the recent debut of “Turok” — its first violent action game aimed squarely at young males — […]

  • Magic Leap

    How Magic Leap Wants to Help Publishers Bring Their Videos to Mixed Reality (Q&A)

    Last year, Disney’s videogame unit Buena Vista Games joined the Mouse’s brand-focused strategy and changed its name to Disney Interactive Studios. But what to do about an M-rated title that isn’t exactly simpatico with the Disney brand? For the recent debut of “Turok” — its first violent action game aimed squarely at young males — […]

  • A Bad Moms Christmas

    'Bad Moms', 'Only the Brave' Take Two Top Spots on Disc Sales Charts

    Last year, Disney’s videogame unit Buena Vista Games joined the Mouse’s brand-focused strategy and changed its name to Disney Interactive Studios. But what to do about an M-rated title that isn’t exactly simpatico with the Disney brand? For the recent debut of “Turok” — its first violent action game aimed squarely at young males — […]

More From Our Brands

Access exclusive content