How can I set the name of my program in the Open With dialog?

Question

I want the program to read VLC (Move on end):

I've modified my Assembly Info to the following, to no avail:

How can I alter the name displayed in the Open With dialog?

Answer 1

Per Hans' answer, this is what did it for me:

export.reg

Windows Registry Editor Version 5.00

[HKEY_CLASSES_ROOT\Applications\VLCMoveOnEnd.exe]
"FriendlyAppName"="VLC (Move on end)"

[HKEY_CLASSES_ROOT\Applications\VLCMoveOnEnd.exe\shell]

[HKEY_CLASSES_ROOT\Applications\VLCMoveOnEnd.exe\shell\open]
"FriendlyAppName"="VLC (Move on end)"

Answer 2

It is stored in the registry as the FriendlyAppName value under HKCR\Applications\YourExeName.

Described in this MSDN page.