How much has the Disney brand slipped when it comes to theatrical animation? However low you may be thinking, set your sights lower still.

Over the weekend, I caught a trailer for Valiant, a computer-rendered flick about wartime birds that is set to open nationwide on Friday. "From the producer of Shrek and Shrek II," went the introduction. It wasn't until the very end that the Disney name showed up on the screen.

Yes, it's gotten that bad. By pitching a pair of blockbuster flicks put out by rival studio DreamWorks Animation and burying its own mention as the film's distributor, Disney seemed as if it were trying to trick moviegoers into checking the movie out.