The Walt Disney Co. has apparently decided it's not a good idea to try to trademark the name of a Mexican holiday. On Tuesday it was reported that Disney had filed 10 applications for trademarks of the name Dia de los Muertos, a holiday that reportedly has its roots more than 2,000 years into Aztec history. The studio's plan was to use the name of the holiday in an upcoming movie by its Pixar animation unit. The disclosure of Disney's plans immediately set off an uproar on the Internet. Gawker.com writer Camille Dodero wrote that Disney was attempting to co-opt the phrase for its own greedy gringo purposes. ... And, hey, why not? the Aztecs never bothered to trademark it. By the end of the day, Disney had backed away from its plans, issuing a statement saying, Disney's trademark filing was intended to protect any potential title for our film and related activities. It has since been determined that the title of the film will change, and therefore we are withdrawing our trademark filing.