The entertainment business’ newest conglomerate has a name: Skydance.

David Ellison on Friday shared on X that once Paramount and Warner Bros. Discovery combine, the new corporate brand will take the name of the studio he founded 20 years ago. But while that will be the corporate name, Paramount and Warner Bros. will serve as sub-brands.

“Both have distinct identities, extraordinary legacies and brands that have resonated with audiences for generations,” Ellison wrote. “We wanted a name that would give the combined company an identity of its own while allowing Paramount and Warner Bros. — and all our extraordinary brands — to remain in the spotlight.”

The name answers one of the bigger unanswered questions about the new company, which will firmly be among the biggest in the business, alongside The Walt Disney Co. and Netflix.

In the entertainment business, the truth is that the corporate brand doesn’t always matter. It does for Disney, which is synonymous with a certain type of family-friendly content, and it does for Netflix, which is synonymous with streaming, but the industry past and present has been filled with owners that have names like Comcast, Viacom, News Corp., Versant, Capital Cities, etc. Hardly household names for most consumers.

For most public companies, a corporate name is just a corporate name, a “house of brands” to hold the consumer-facing ones, even if they may share the name of a film studio. The company said in an SEC filing Friday that it will change its stock ticker to SKYD and move from the Nasdaq to the New York Stock Exchange in conjunction with the merger.

Ellison founded the Skydance film studio in 2006, and used it as a vehicle to acquire Paramount last year, before pivoting to Warner Bros. Discovery shortly after.

He also posted a sizzle video featuring footage from some of the film and TV projects of the combined company, ending with a title card that perhaps tees up just how how is thinking about the individual brands that will live within Skydance.

The card features the Skydance logo in the middle, surrounded by the logos for the Paramount and Warners film studios, CBS, HBO Max, Paramount+, DC Comics, Nickelodeon, and CNN, suggesting the importance of those brands to the larger strategy. Reading between the lines, one gets the sense that the film studios and streaming platforms will retain their own identities, with CBS (sports and broadcast), Nickelodeon (kids and family) and CNN (news) anchoring their own parts of the business.

The $111 billion mega-merger is slated to close next week, with Ellison joined by former Mattel chief Ynon Kreiz as co-CEO. Other members of the leadership team are still being determined.