Why did we change our name to MUBI?

This feels very similar to when The Sci-Fi Channel went SyFy.

Try to say movie with a ____ in your mouth

I’m usually not one to complain about changes to websites that in the end don’t effect my life in any real way (see: people killing themselves over Facebook’s newest makeover or whatever) and while I’m not married to the name “The Auteurs”, “Mubi” is just putrid. The first thing I thought of was the Mooby’s restaurant from Dogma. The next was how it sounded not-coincidentally like Hulu and Lala and Bing and Wii other 21st century non-discriminatory obnoxious buzzword brand names.

On the other hand, “The Auteurs” made sense when this site was little more than a list of Criterion and other arthouse titles. It’s slightly ill-fitting when you’re rating movies like Batman & Robin, Sex and the City, and what have you. So I can’t say I’m totally surprised by the change, just disappointed. And disappointed we couldn’t come with something that sounded, if not quite as exclusive, than at least as mature as The Auteurs.

I agree: MUBI is pretty awful. I can live with it, but… MAN, it’s so unattractive!

Here’s something for Efe and the other powers that be, though: Can the forum, at least, still be called The Auteurs? Like, The Auteurs Forum at MUBI, or something? Then we could have at least a shred of dignity.

I’m sorry, but MUBI sounds like an oil producing city in the Middle East. MUBI sounds like fail to me. MUBI just plan sucks. Go back the THE AUTEURS. Better name. Plus it evokes the people who make our favorite movies. MUBI evokes talking with a mouth full of marbles…

I can’t get over how stupid this new name is. The logo at the top of the site looks so dull now.

Did you guys hear the big news that The Criterion Company is changing their name to Critter?

It won’t be long before this site is sold to Murdoch, Google, or IMDB.

My question to Efe is:

If one of the main reasons for changing the name was to make the site more global, how are they going to handle subtitles for the films they offer? If they want people in Japan to be a member of the site, wouldn’t you have to subtitle the films in other languages besides English?

Knowing how expensive it can be to subtitle a film in one language, let alone 50, I doubt it.

This is obviously in accordance to the future of this site. On tuesday, MUBI will anounce the partnership with a big company at Cannes, so expect the worst.

I’ve never posted on these forums, but found them exceptionally interesting to read.

This is such a shame.

Efe and Mubi staff (almost wrote the auteurs here – old habits die hard) you have heard from the community – in spades – here and on other threads re the name change. Now it’s time to hear from you. We need some feedback.

You got some ‘splainin’ to do!

I can’t get over how stupid this new name is. The logo at the top of the site looks so dull now.

the logo’s dismal. i’m actually surprised at them. their entire site is (was) A-class in terms of forward-thinking design. that logo is poorly designed.

The Auteurs should have hired a random pothead to brainstorm names if they wanted a switch.

Then used the saved money on “9 months of research” to hire a decent graphic designer for a NEW logo. this mix-and-match thing isn’t working right now.

I believe everyone here has spoken their mind. It’s sad that the creator of this amazing site (EFE) would forgo the opinion of his users for that of the Marketeers. If those Marketeers had come up with a name as good as “The Auteurs”, fine; I can deal with it (to paraphrase someone on this thread, it’s a sad day when we have to bow down to the mediocrity of the internet masses and exchange the word Auteur – word that stood for revolutionary thinking in terms of film – for something as banal and trite and immature as “Mubi”, but I digress).

The core issue is that the Marketeers made a blunder. It doesn’t take a high IQ to realize that “Mubi” sounds rather ridiculous. Can you imagine a banner somewhere at Cannes saying "Sponsored by www.mubi.com? Or at Toronto or some other film festival? Would anyone seriously interested in film even have a shred of curiosity as to what the site is? It sounds like a teddy bear! Or a vapid social networking site…

I believe EFE should listen to the people that “are” the site. EFE and the Auteurs team should reconsider this awful name and / or discuss with those that support the site, those have started it from scratch making up the database, posting on the forum and paying their 2 bucks to watch a film. Even though I am not one of the latter, being more or less new to the site, I believe no one should turn their backs on the “supporters”, the “fans” and those that make up the very community you aim to reach. Especially when the mistake that is “Mubi” is so blatant.

I’m with RLS on this one. Feedback is a must.

why not call it

CINE.com

rather than MUBI.com?

This morning I typed “mobi” into my browser. MUBI is not easier to remember than theauteurs.

I’m am severely disappointed. I just barely joined this community and it’s already changing for the worse. What can I expect of the future? Maybe I’m in the wrong place.

Please, don’t do this to us.

Efe, are you listening?

Not going to lie, I’m actually kind of embarrassed to be part of a website called “MUBI.”

It’s almost as bad as 4Chan.

MUBI is the kind of name I expect from a baby toys maker, not from a supposed to be serious film site.
Prepare to see MUBI announced on the next superbowl :D

cine.com is already a site lol. I agree that they could have picked a better name, but I think the overall reaction to the name is a wee bit silly.

Well I can’t recommend my friends to join a site called MUBI. I mean, they’re all over 16. No offence to 16-year-olds heh. But who’s the target market here?

I LIKE TA MUBIT MUBIT, I LIKE TA MUBIT MUBIT, I LIKE TA MUBIT MUBIT, YA LIKE TA…MUBIT!!!

Wow…Mubi???

At least it’s not Kinomaniacs.com. Wait…even THAT would sound better.

Anyway the site is great is spite of the name… but yes: MUBI is awful. How is that name going to attract people?

Moderated

YOU GUYS SHOULD CALL IT ROTTENTOMATOES

There is a huge disconnect between the calibre of articles posted in the NOTEBOOK, the passion of people to learn and discuss films, and this new “accessible” identity. People can go to a 1000 other sites to chat about films but the Auteurs’ NOTEBOOK feature combined with the FORUM is the essence of Auteurs.

So what if people don’t know that the French word Auteur means signature style for a master director. The word is uplifting and not benign like MUBI. It uplifts all who use it.

All over the world people consciously or unconsciously respond to text (visual or verbal or other) and the meaning of that text is partially created from the interaction between the author and the reader or viewer. To that extent, readers and viewers are authors/AUTEURS as well. Can’t the title AUTEURS be used to denote this INCLUSIVE meaning in lieu of limiting it to its original meaning (referring to the original Director of the film)?

It embraces everyone and is uplifting instead of some benign PC word like Mubi.

Make the change!!!

I thought it was pronounced “Moo-bye” until I realized that they were trying to come up with a clever word resembling, “movie”.

sigh.

“Don’t panic…
We just changed our name. We are now MUBI.
Your online cinema. Anytime, anywhere.”

Obviously these people don’t have a very good understanding of Brand Identity. What if Starbucks suddenly changed their name to “Coffee World!” and made everything orange and yellow instead of green and white..?

Preeeetty sure customers would be very confused.. much like we are now.

Besides the name, “The Auteurs” being closely related to the idea that the site supported those that made major contributions to the development of cinema, I believe that the site was also growing towards helping young filmmakers/artists develop their ideas through shared information and feedback. Looking for “the auteurs” of the future and not just the past.

Honestly, I barely participate in this site and I’m still upset and disappointed.

So yeah, don’t panic, this is just the first of the changes to come" :D :D !!

(hey Garage.. maybe it’s time you thought of splitting off of “Mubi” as they’re thinking of things other than the idea of an “online art school”)

@ Verlorenst: “Obviously these people don’t have a very good understanding of Brand Identity. What if Starbucks suddenly changed their name to “Coffee World!” and made everything orange and yellow instead of green and white.?

In my opinion, this name change to MUBI is even worse than the one you describe for Starbucks. At least your choices still involve COFFEE, whereas MUBI does not conjure up images of cinema for anyone. It’s more like the equivalent of Starbucks changing their name to CUBI and changing their colors to white on white.

My guess is that many of us would be willing to accept a different title for this site IFit had SOMETHING to do with film, cinema, movies, flicks, etc,

It’s nice to know that the Mubi staff are taking all our concerns to heart.

The volume of their response has been deafening.

Anybody home???

Auteurs is fancy. Mubi is not.