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                    "In the wake of David Ellison announcing that his combined Paramount-Warner Bros. company would be called Skydance, many on social media are making variations on the same comment: \u201cEllison just killed the legacies of both Warner Bros. and Paramount in one fell swoop,\u201d bemoaned one New York Post. \u201cSkydance is so weak.\u201d\n\n\n\n\n\tEllison has reassured that the 103-year-old Warner Bros. brand and the 114-year-old Paramount brand will stick around. \u201cWe will honor what makes Paramount and Warner Bros. special \u2014 giving both studios the opportunity to grow, tell more great stories and bring those stories to even broader audiences around the world, powered by the scale and capabilities of Skydance,\u201d he wrote in a statement announcing the branding change Friday.\n\n\n\n\n\tEllison revealed a logo menu that had Skydance front and center and large, orbited by tiny icons for brands like Warners and Paramount (along with CBS, HBO Max, DC, CNN and, perhaps just to balance out the graphic, Nickelodeon). \n\n\n\n\n\tIt\u2019s unclear how much the Paramount and Warner Bros. brands will mean going forward. The optimistic parent-studio example would be something like Comcast owning Universal \u2014 audiences still think of Universal as its own thing. The pessimistic version is Disney buying 20th Century Fox \u2014 it kept the studio but dropped the \u201cFox,\u201d and the label\u2019s output shrank. Early signs, including Ellison\u2019s leadership shakeups, point to a combined studio here as well. \u201cParamount\u201d and \u201cWarner Bros.\u201d might remain strong entities \u2026 or could devolve into names used mostly for the movies and shows they\u2019re stamped on rather than for actual companies.\n\n\n\n\n\tStill, the naming decision looked rather egoic, didn\u2019t it? You buy one iconic company, then buy a second iconic company, then slap your 20-year-old production company\u2019s banner above both of them. It\u2019s not quite a Trump-ian move \u2014 Ellison could have called the company ELLISON and then sat back and laughed at Mark Ruffalo\u2019s rage tweets \u2014 but it\u2019s certainly in the neighborhood of saying, \u201cHey, I won.\u201d\n\n\n\n\n\tAnd as corporate names go, Skydance isn\u2019t terrible.\n\n\n\n\n\tI know. The move this morning is to hate on it. But Skydance isn\u2019t like \u2026 Comcast. Or Max. Or Tubi. Or Peacock. Or AMC Networks (relationship to AMC Theatres? None whatsoever!). Those are terrible.\n\n\n\n\n\tSkydance just sounds very much like what it is: A circa 2006 production company that also feels vaguely Silicon Valley. One can imagine a Skydance Corp. making fintech products, data centers or dating apps. As such, it also seems very 21st century, which one supposes goes into the brand\u2019s plus column. \n\n\n\n\n\tAnd it doesn\u2019t carry a fraction of the weight, gravitas, legacy, or brand recognition of the studios it effectively overtook.\n\n\n\n\n\tWarner Bros. has the most value for consumers. The studio has 12,500 feature films and 2,400 TV programs. The name is so valued, it\u2019s survived countless mergers and acquisitions (see Erik Hayden\u2019s excellent history of the Warner Bros. and Paramount names).\n\n\n\n\n\tYet the name is also a relic \u2014 the legacy of Harry, Albert, Sam and Jack, the last of whom passed away nearly 50 years ago. One can understand Ellison not wanting to name the parent company after some studio bosses from the 1940s.\n\n\n\n\n\tThe Paramount library is considerably smaller, but the name was still a household name. The combined company could have kept Paramount on top. The name doesn\u2019t feel particularly dated. So to whatever extent going with the name Skydance is a surprise, the surprise is that Ellison didn\u2019t just stick with Paramount like Shari Redstone did when she merged CBS with her father\u2019s company Viacom (now there\u2019s a bad name \u2014 Viacom sounds like a villainous corporation from a 1980s Paul Verhoeven film).\n\n\n\n\n\tDoing some combined monster like \u201cParamount Skydance Warner Bros. Discovery\u201d would have been dreadful \u2014 a name that only a lawyer could love and a constant reminder of the ghost of mergers past.\n\n\n\n\n\tStarting Tuesday, all this becomes Wall Street official when PSKY switches to SKYD on the ticker. \n\n\n\n\n\tThere\u2019s a line from Raiders of the Lost Ark \u2014 which opens with the Paramount mountain fading into a similar-looking peak in South America \u2014 where the villain tells Indiana Jones that when you bury a trinket in the sand, and enough years pass, it becomes priceless. So who knows. Maybe with another 100 years of track record, Skydance will be a name worth to entertainment fans what Warner Bros. and Paramount are worth today. It\u2019s just a long time to wait."
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