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Why did we change our name to MUBI?

efe

-moderator-
almost 4 years ago

We are changing our name; the spirit remains the same.

http://www.theauteurs.com was both a thing and an idea.

The thing: the premiere online destination for great cinema. Online meaning mixed media, meaning streaming rare festival gems, VOD premieres, and exclusive film festival collaborations, meaning a social network, meaning the latest and criticism and news, meaning a grassroots filmmaking community.

The idea: a repository and a starting point, a place to nurture and encourage the access to, and the enjoyment and appreciation of, all that is exciting and moving, impermenant and impermeable about the seventh art. The latest technology dedicated to a love for film, to film and the people who love cinema.

The name was the name: “The Auteurs” suggested not the actual place but the idea. One can’t go to “The Auteurs”; one can only nod ones head in agreement: yes, honor the art, yes make accessible the form, yes, bring together those who love moving pictures.

We are changing our name. We are an international website, not an American one or a French — even if our lingua franca is English (something our Brazilian, French, Filipino, Indian, Turkish, and Iranian co-workers might contest). We want a name all audiences can say and spell. We want a name without the burden of exclusory meaning — not all great cinema is auteur cinema. We love the website we’ve built and the community its drawn and we want a name that means that, the online cinema paradise we’ve build and are continuing to improve with your help.

In short: we want a name that we are free to giddily fill to the brim with the same passionate ideas as The Auteurs, a website for cinephiles — but one that is also open to those for which “auteur” means nothing, but HIS GIRL FRIDAY is his favorite film, Kiarostami her favorite filmmaker, A CITY OF SADNESS and TWO OR THREE THINGS I KNOW ABOUT HER two of the best movies she or he has ever seen. We are as dedicated now as we ever were to distribute online, globally, the best cinema ever made, new and old, short and long, mainstream and obscure. We continue to bring the best news and criticism of film; we continue to connect someone who loves all of Godard’s films to someone who just discovered Wong Kar-wai and wants to know more. We continue as before: for cinema and for you, who loves the cinema.

We embrace great cinema in all its forms, and the change in name is to make that embrace all the easier.

Dimitri​s Psachos

almost 4 years ago

well, all i have to say is: it better not turn out like IMDB forums currently are!

jeffbug​bee

almost 4 years ago

I totally understand why you changed the name but what is a MUBI? Maybe a 2 year old trying to say Movie?

Adam Cook

-moderator-
almost 4 years ago

Well worded, Efe. Only time will tell in regards to the type of community this new name could foster. The worry over the “wrong” demographic flooding this site is a legitimate one. Perhaps if we all keep up with the community we have been growing, everything might be alright. Events like the Polls, World Cup and the forthcoming “Auteurs Cup” are more important than ever.

Loki

almost 4 years ago

ok

the corduro​y suit

almost 4 years ago

Alright, jokes over. Just change the name back already and we’ll get on with our film discussions.

nevra

almost 4 years ago

I want the Auteurs back :( but the change is inevitable..

Dennis...Brian

almost 4 years ago

Andrew Sarris is crying somewhere but who cares he is old and irrelevant.

CRUSSER

almost 4 years ago

Hey, if SnorlaxFreak311 comes onto these boards, at least those riled up now can take solace in their cred. WE WAS HERE 1ST, SNORLAX FREAKS :) We built this city

We built this city

We built this city on scotch and coke

Ally the Manic Listmak​er

almost 4 years ago

:(
I thought it stood for Movies U Buy Internationally
I just wished it meant something.
Or if you wanted to create Mubi, maybe it could have been an off-shoot of the Auteurs. You’ve been branding “the Auteurs” for two years and then suddenly there’s a change? This is really disappointing and only stands to hurt instead of help the community.

Louise_​Dietric​h

almost 4 years ago

^ I agree. :\

Nick Da Costa

almost 4 years ago

A change from The Auteurs makes complete sense. The fact I hadn’t thought of it along those terms shows my own snobbery. MUBI, I’m less clear on. Sounds a little too cute and hep. Like I should be buying an overpriced coffee, rather than enjoying film discussion.

T.J. Royal

almost 4 years ago

It was good reading this post, Efe. It’s good to see your commitment and your employees’ commitment to keeping this site going, and expanding its reach and what is trying to be offer for the benefit of film distribution and cinema.

Maybe “Mubi” will grow on me eventually, but it felt so good joining a site called TheAuteurs.com that turned out to be a quality film site.

I still think it’s a darn silly change.

TheKeen​Guy

almost 4 years ago

Awful business decision. I really hope you listen to the negative feedback and change it back.

I, for one, am much less likely to recommend this site to other film fans with such a dumb-sounding nonsense word for a name rather than “The Auteurs,” which captured the content and tone of the site perfectly.

esoteri​csean

almost 4 years ago

The name “The Auteurs” is like a special club you could join, filled with other filmmakers and cinephiles. The name breathes professionalism, positivity, and really stands out.

The problem with “Mubi” is that it fits in. If that’s what you want to do then so be it, but I do not see this name change as a way of moving forward.

jaredmo​barak

almost 4 years ago

The ALL CAPS does make it seem like an acronym, kind of defeating the purpose of ‘simplifying’.

If it’s to be pronounced ‘Mubi’ it should look like a word and not something we will spend hours trying to figure out what it stands for.

columbi​atch

almost 4 years ago

If you think that the term auteurs was too narrow and exclusive (though I doubt there would have been a name change if this site was doing well financially), that’s fine, but “MUBI” is just worthless and against what this site was about originally.

Sn0rlax​Freekz9​11

almost 4 years ago

Where I can find new JNCO jeans and Hawaiian Punch in 3-D?

::braaaaaaaappp::

Nick Da Costa

almost 4 years ago

More I think about it, the more it sits uneasily with Facebook or worse still Bebo. I understand wanting to open up the site to as wide an audience as possible, but a name like that could attract the worst kind of people.

TheKeen​Guy

almost 4 years ago

I just realized, this is a calculated business decision to become the movie version of lala.com.

Give it about a year, and this site will be purchased by Apple for millions of dollars and then dismantled.

M Klein

almost 4 years ago

I am the worst kind of people. What’s your problem?

Efe, congratulations and well done on the change, thanks for all the explanations, and keep up the good work. theauteurs.com is dead, long live MUBI.

Damla Okay

almost 4 years ago

But users still have ‘favorite auteurs’, not favorite directors or filmmakers. Why is that so, if “not all great cinema is auteur cinema”? The Auteurs made it clear that it was not IMDB, or any other average film site. People love this website for the way it embraces arthouse cinema, so the former name made perfect sense.

And if the problem was the supposedly difficult spelling of the word and that it didn’t make sense to some people, why didn’t you simply try to add a note somewhere what auteur (a very important concept indeed) means and how it is pronunced?

House 0f Leaves

-moderator-
almost 4 years ago

Just know the backlash is proportionate to how much we all dearly love this place. I can live with a name change, but the site is still the site, and that’s what matters.

Augusto A.

almost 4 years ago

That’s perfectly understandable and well said. There’s no problem, go right ahead and change the name.

Just not to Mubi.

Max Slobodi​n

almost 4 years ago

I’m sorry, but the reasons you state for changing the name aren’t really reasons at all. They’re just bullshit. I can’t believe that this name change was done with much thought, especially with such a godawful result such as Mubi.

The Auteurs DID evolve from something more than an idea to a place. It became THE place for serious-minded film junkies to come to talk about their love of all things cinema. An entire place, a whole community was developed and cultivated here. Using the above excuse to make the name change only means you were deaf to what what was really going on on this website. The Auteurs is more than just a name, it became so much more. It became a badge of honor. MUBI?!?! Please don’t fucking give me this infantilizing bullshit.

The language “issue”??? We have plenty of intelligent people from all corners of the globe. They can spell The Auteurs just fine thank you. This is just another example of dumbing shit down to appeal to a broad audience by lowering the bar for what people can comprehend.

And you did this with absolutely no warning or consultation with the users of this site that have made it the great destination it has become.

My blood is boiling right now, and I usually don’t find myself in the place to write a stern admonishment, especially on the internet. The Auteurs was my home. I don’t know this Mubi place from Adam.

I think I and the rest of the loyal and dedicated user base deserve an honest answer and reason for the change, not one that is so very much inundated with marketing verbiage and doubletalk PR campaign nonsense.

You picked a name, you cultivated a community of passionate individuals. Have the balls to stick with your initial decisions.

This is an absolute abomination of a decision. What. The. Fuck.

-Max Slobodin

Duncan Gray

-moderator-
almost 4 years ago

What won me over is that the name change does not change our service. I understand the fear that the demographic will shift…for me, our site has always been a nice alternative to IMDb, where any great film like L’Avventura has a forum thread about how “boring” it is. But quality cinema is still our stock and trade, and I’m confident that by sticking with that, we can invite new people without watering down what we do. I know plenty of people I’d recommend Harakiri or Mon Oncle to who have never heard the term “auteur.” And who knows…maybe some of them will even stay for L’Avventura.

Provided that we stick to our mission, not just with the films we show, but with the features we run and the events we promote (Adam is dead on), we won’t become an all-purpose movie site like IMDb. I’m confident that Mubi can become not just your online cinema, anytime, anywhere, but also a multi-platform gateway drug.

Agustin​a

almost 4 years ago

The name is awful. Just awful. I’m sure there were better options out there. Mubi sounds like a social networking site for teens. Or a teddy bear. It does not embrace the spirit of this site at all. At all. The other thread “Mubi” speaks for itself. Probably 99% on the people on there dislike the new name and they all give valid reasons for such dislike that have nothing to do with a whim.

Please find something better than “MUBI”.

Or not, since the Marketeers have already gotten their paycheck. Sad. Pretty sad.

TheKeen​Guy

almost 4 years ago

The explanation simply isn’t coherent.

Because we have a name that doesn’t mean anything to some people, we felt we should change it to a word that doesn’t mean anything to anyone.

Huh?

Clearly, this is about branding. It’s about marketing and money, not about serving the current clientele and their interests, but making the site more homogeneous to serve a larger clientele.

As I’ve said, I saw this happen in just the same way as a long-term lala.com member, and it was a miserable experience there. Hopefully this isn’t going to be more of the same.

Dennis...Brian

almost 4 years ago

I respect the message of the site (mostly anyway)

but regarding name changes, one wonders if Persona would the same acclaim if it was called The Fuzzy Bear

Nick Da Costa

almost 4 years ago

@M Klein

I’m talking about flamers, trolls, the usual denizens of the net dungeon. I don’t want to scare off anyone with an interest in film, but people with short attention spans would probably be attracted by a name like MUBI.