Disney takes a brand stand

Company ditches Buena Vista, MGM names

The re-Disneyfication of the Mouse House continues.

Two years after embarking on a corporate strategy to simplify the identity of Disney films and refocus its various brands under the Disney name, two more old names are biting the dust.

A month ago, Disney ditched the Buena Vista Intl. name — used since 1993 for its foreign distribution operations — in favor of Walt Disney Studios Motion Pictures Intl. and the company’s Florida theme park, Disney-MGM Studios, is dropping the Lion from its moniker starting in January, to reopen as … Disney’s Hollywood Studios.

“The new name reflects how the park has grown from representing the golden age of movies to a celebration of the new entertainment that today’s Hollywood has to offer,” says Meg Crofton, prexy of Walt Disney World Resort.

The park will now feature more attractions based on Pixar pics and Disney Channel fare like “High School Musical.”

Disney-MGM Studios opened in 1989, with the MGM name licensed from the studio in 1985. Park’s first attractions focused heavily on Hollywood’s 1920s-40s “golden age.”

The Lion had sued about the use of the name in the ’90s, so the change is now a headache it no longer has to deal with.

Not everything’s getting rebranded — yet.

The Touchstone and Hollywood Pictures labels remain, with the former picking up Kevin Costner‘s comedy “Swing Vote” last week and the latter having released “The Invisible” and “Primeval” earlier this year.

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