Hot Topics:

'Turok' released through Touchstone

M-rated game won't have Disney brandname

MTV's 'Rock Band' climbs the charts

Activision posts 80% revenue growth

PSP has its fingers on pulse after all

LucasArts president steps down

Spielberg abandons 'Harvey'(1817 views)

'Blind Side' gains B.O. yardage over 'New Moon'(1806 views)

Nine(1723 views)

Taylor Lautner to star in 'Max Steel'(931 views)

Johnny Depp eyes Pancho Villa role(833 views)

Bennett Miller to direct 'Moneyball'(678 views)

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.