In what can only be seen as a direct response to the purchase of Marvel Entertainment by media powerhouse, the Walt Disney, Co., Warner Bros. Entertainment Inc. announced today that they will be changing the corporate name of DC Comics to DC Entertainment. Headed by Diane Nelson, former President of Warner Premiere, this bold move has been speculated about since the Marvel/Disney merger was announced last week.

"The founding of DC Entertainment fully recognizes our desire to provide both the DC properties and fans the type of content that is only possible through a concerted cross-company, multi-platform effort," said Nelson in a recent press release. "DC Entertainment will help us to formally take the great working relationships between DC Comics and various Warner Bros. businesses to the next level in order to maximize every opportunity to bring DC's unrivaled collection of titles and characters to life."

Having overseen the Harry Potter franchise at Warner Bros. (WB) since 2000—the most profitable franchise in the studio's history—Nelson will be reporting directly to WB Picture Group President, Jeff Robinov, hoping to duplicate some the magic of Harry Potter with the DC library of characters. As most comic fans know, aside from the rebooted Batman franchise, WB has fallen a distant second to Marvel Studios with lackluster film such as Watchmen, Superman Returns and Catwoman.

"DC Comics and its superhero characters are truly touchstones of popular culture, and the formation of DC Entertainment is a major step in our company's efforts to realize the full potential of this incredible wellspring of creative properties," said Barry Meyer, Chairman and Chief Executive Officer of WB, in a recent press release. "Diane knows our studio as a creative executive, a marketer and a senior manager, and this varied background will help her effectively and creatively integrate the DC brand and properties across all our businesses. We're also thrilled that Paul [Levitz] will remain involved with DC and we'll be able to tap his expertise to help us reach our goals for this new business."

The "involvement" of Paul Levitz in which Meyer speaks of is in reference to Levitz steping down as Publisher of DC Comics to take on a consulting position with DC Entertainment. In addition, Levitz will continue to write and serve as a contributing editor for the publishing arm of DC Entertainment.

"After so many roles at DC, it's exciting to look forward to focusing on my writing and being able to remain a part of the company I love as it grows into its next stage," said Levitz in a recent press release. "It's a new golden age for comics and DC's great characters, and I hope my new position will allow me to contribute to that magic time."

While some are surely skeptical of this announcement from WB, only time will tell whether this will bring DC up to par with Marvel or be "a day late and a dollar short."