Walt Disney Co. said it will change the name of its Buena Vista film division to one incorporating the name "Disney" within the next few weeks, Bloomberg News reports.

The move by Chief Executive Robert Iger follows his decision in February to change the names of the Touchstone Television production company to ABC Television Studio and Buena Vista Games to Disney Interactive Studios.

The latest change will affect Buena Vista Distribution and Buena Vista Home Entertainment. Iger has said the moves are an effort to simplify the company's marketing efforts and reduce costs.

Buena Vista is one of the nation's largest film distributors, doing more than $1.5 billion in box-office sales last year. Its name is derived from the Burbank street where the company is located and dates back to 1953 when Walt Disney and his brother, Roy O. Disney founded an in-house operation to sell the company's films.

Shares in Disney closed up 41 cents to $35.32 in trading Wednesday on the New York Stock Exchange.

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