Can't start service created with name space

I can create a service with a space in its name with prunsrv.exe (1.0.10) using quotes like this "//IS//Service Name", but the service does not start.

The execution path of service is
"C:\apache-tomcat\bin\tomcat7.exe" //RS//Service Name (no quotes!)

When I try to start it I get an error windows 1053.

If I put quotes by registry the service starts fine.