Looks like another attempt by a company, who's in trouble, to create a new symbol to galvanize it's troops, to forge new directions.
If it does not completely change it's corporate culture, realise film is no longer it's future, a one time not long ago, film related revenue accounted 2/3 of it's revenue but over 90% of its gross margins, no logo change will help.
2004 was the first year digital related sales exceed film, but it lost money as film is contributing less to the bottom line.
btw, the new logo sucks!