Back in December, Rupert Murdoch’s News Corp. announced they’d be splitting up its news and entertainment divisions, with the news division keeping the moniker “News Corporation.” We learned in mid-April that the media and entertainment division — which includes Fox News (yes, News Corp. considers the channel “entertainment,” not news), Fox Broadcasting and the former 20th Century Fox film studio — would be getting the new name 21st Century Fox, and today News Corp has unveiled a new logo to go with the name; and both, I feel, are serious missteps for a time-honored brand.

It may have been understandably short-sighted for Joseph Schenck and Darryl F. Zanuck to retain the dated name when they merged their Twentieth Century Pictures with William Fox’s Fox Film Corporation — I mean, who could’ve predicted in 1935 that their studio would’ve withstood the test of time well into the next century. But it did, and it left an awkward branding problem on Fox’s hands: how to represent yourself as a modern company while retaining a dated name?

Publishers have been trying for a while now to find a way to survive the onslaught of free information available on the web. Many magazines and newspapers have folded, for good, and others have been able to survive as websites, and still others continue to straddle the line both in print and on the internet.

Some publishers see the new tablet craze as a potential way to survive, or better yet to reinvent themselves. Up to now the most popular attempt has come from a company called Zinio. Zinio offers up digital versions of many of the most popular magazines that were once exclusives to magazine racks. The price is lower than their print counterparts and the digital experience offers a slick and cool way to read magazines as well as the ability to carry many magazines on the go all inside a tablet. Media magnate Rupert Mrudoch has jumped into the this new frontier in a big way with his new daily digital newspaper called aptly enough, The Daily.

We all clearly remember the massive leak of X-Men Origins: Wolverine a month before the movie was released, as well as the firing of Roger Friedman — who openly admitted to watching the bootlegged copy and then reviewing it for Fox (Read: In Case You Missed It: A ‘Wolverine’ Leak Recap). It appears that the story doesn’t end there, as Friedman and his lawyer Martin Garbus are preparing to sue Fox for wrongful termination, and they sound fairly confident in their winning.

The shocking part in all of this, is that there are now reports that the actual leak is being traced back to Rupert Murdoch, owner of 20th Century Fox. Not someone working at a company that was contracted to add effects, or music, or cut a trailer — no, no, it may just be the man at the top himself. A massive twist of the plot, indeed.

The NY Daily News spoke to the lawyer Garbus who claims that Murdoch wanted to see an early copy of Wolverine and asked to have a copy slapped onto a DVD. In this request, someone else decided to make a copy for themselves, which was then leaked. Deadline Hollywood‘s Nikki Finke heard a similar-yet-different rumor that Murdoch wanted a copy on his yacht ASAP and that’s when the second copy was made. To be honest, they both sound similar enough to be the same, so whether it was his office of his town-sized boat, who knows. Obviously this wouldn’t mean that Murdoch directly leaked the copy out, but the thought of it happening per his request for a copy is still incredibly unexpected.