<p class="MsoNormal"><span style="font-size:10.0pt">Trademarks Appearing In Your
Film – How to Use Marks Owned by Others – Installment #1 </span></p>
<p class="MsoNormal"><span style="font-size:10.0pt">By Mary Ellen Tomazic</span></p>
<p class="MsoNormal"><span style="font-size:10.0pt"> </span></p>
<p class="MsoNormal"><span style="font-size:10.0pt">I. Concerns and questions
from filmmakers</span></p>
<p class="MsoNormal"><span style="font-size:10.0pt"> </span></p>
<p class="MsoNormal" style="mso-line-height-alt:8.4pt"><span style="font-size:
10.0pt"><span style="mso-spacerun:yes"> </span>A common ongoing concern
of filmmakers is whether and to what extent a trademarked image may be included
in a film. Questions abound in the film community about whether someone’s logo
can be used in the film, what if any is the difference, if any,<span style="mso-spacerun:yes"> </span>if it is filmed from a public place, and what
about famous public buildings? Filmmaking message boards often include robust
discussions about the concept of product placement and its role in independent
films. In these technologically advanced days, the question of whether YouTube
may be used to advertise or update progress of a film, and whether trademarks
can be included in trailers uploaded to that site. Just as you cannot take
anything you want off the internet, owners of trademarks and other intellectual
property will be watching to make sure their materials are not uploaded to the
internet without their permission. The items on the internet may be there with
permission, though you will not be able to tell that from viewing the photograph
or clip. It also may have been taken and uploaded without permission, and the
uploader may have already gotten a threatening letter from a lawyer
representing the material’s copyright holder. It is a rare case that programs
or clips on the internet are in the public domain, and the risk of not being
able to obtain insurance or distribution for your film is not worth taking the
material. In addition, YouTube now has an automatic video monitoring service
called “Claim Your Content” which will automatically identify copyrighted
material and remove it from its site.<a style="mso-footnote-id:ftn1" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn1" name="_ftnref1" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[1]</span></span></span></span></a> You
may check back to see the clip you took from YouTube and find that it has been
removed, which is a pretty good indication it was uploaded without permission.
Trademark holders are especially diligent in ferreting out uses of their mark in
an unfair way to bolster marketing of a film or other product, associating
unrelated products with their goodwill and benefiting from their works without
paying for them.</span><span style="font-size:10.0pt;mso-fareast-font-family:
"Times New Roman";mso-bidi-font-family:"Times New Roman";color:black"></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt"><span style="mso-spacerun:yes"> </span><span style="mso-spacerun:yes"> </span>A
filmmaker must be aware of the laws regarding the unauthorized use of famous
trademarks in films, as well as case examples of what can happen if it is done.
<span style="mso-spacerun:yes"> </span></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt"> </span></p>
<p class="MsoNormal"><span style="font-size:10.0pt">II. Federal and State
Trademark and Unfair Competition laws</span></p>
<p class="MsoNormal"><span style="font-size:10.0pt"> </span></p>
<p class="MsoNormal"><span style="font-size:10.0pt"><span style="mso-spacerun:yes"> </span>Protection of trademarks and service
marks is governed by the federal Lanham Act, which is part of Title 15 of the
United States Code, passed in 1946 during the presidency of Harry Truman. It
prohibits activities such as false advertising and trademark infringement and
prevents use of a mark that would create consumer confusion about the origin,
sponsorship, or approval of their goods by another person,<a style="mso-footnote-id:
ftn2" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn2" name="_ftnref2" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[2]</span></span></span></span></a> or
that misrepresents the source of the trademarked product or service in
commercial advertising.<a style="mso-footnote-id:ftn3" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn3" name="_ftnref3" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[3]</span></span></span></span></a> The
mark owner is not required to share its widespread reputation and goodwill with
the infringers using a similar mark. </span></p>
<p class="MsoNormal" style="mso-line-height-alt:8.4pt"><span style="font-size:
10.0pt"><span style="mso-spacerun:yes"> </span>Unlike the subjects of
copyright or patents, trademarks are intended to be used in commerce to
identify goods.<span style="mso-spacerun:yes"> </span>As long as they are used
on the product, protection of the mark, either a trademark for goods or a
service mark for services, protection of them does not have a time limit. They
do have a requirement of continuous use, and can be deemed abandoned by lack of
use. Depending on the class of goods, the use of a trademark or service mark can
be worldwide or in a certain geographical area. With the global economy and
worldwide sites such as YouTube and Facebook, the geographical area of use of a
mark has been expanded. Filmmakers are no longer insulated from infringement
suits by their geographical distribution limitations, since their film is
likely to be viewed by people in the areas where the trademark is used. </span><span style="font-size:10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:
"Times New Roman";color:black"></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt"><span style="mso-spacerun:yes"> </span>There are two causes of action for
owners of trademarks against infringers of their mark. The first is deception,
or misleading use of a mark, or even outright counterfeiting of the mark,
causing the possibility of consumer confusion, which is the main harm
envisioned by the Congress when the trademark laws were enacted. Some states,
including Ohio, have criminal statutes prohibiting counterfeiting of
trademarks.<a style="mso-footnote-id:ftn4" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn4" name="_ftnref4" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[4]</span></span></span></span></a> The
civil trademark laws were designed to protect the makers of products using a
famous mark from others “passing off” their goods as those of the trademark
owner, especially when they consisted of inferior goods. The Act<span style="mso-spacerun:yes"> </span>prohibits any person from using on or in
connection with any goods in commerce any “ …<span style="color:black"> <span class="apple-style-span">word, term, name, symbol, or device, or any combination
thereof, or any false designation of origin, false or misleading description of
fact, or false or misleading representation of fact” to mislead or deceive
people about the affiliation, association or connection with a person or
product, “ … or as to the origin, sponsorship or approval of his or her goods,
services or commercial activities by another person, or in commercial
advertising or promotion misrepresents the nature, characteristics, qualities,
or geographic origin of his or her or another person’s goods, services, or
commercial activities</span></span>”<a style="mso-footnote-id:ftn5" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn5" name="_ftnref5" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[5]</span></span></span></span></a> <span style="mso-spacerun:yes"> </span>The Lanham Act defines `”famous mark” as “…<span class="apple-style-span"><span style="color:black">widely recognized by the
general consuming public of the United States as a designation of source of the
goods or services of the mark’s owner.</span></span></span>”<a style="mso-footnote-id:ftn6" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn6" name="_ftnref6" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:11.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[6]</span></span></span></span></a> <span style="font-size:10.0pt">This false association not only hurts the market for
the trademark owner’s goods, but had the potential to harm the reputation of
the trademark owner and his goods. The second cause of action that trademark
owners use against infringers is the concept of dilution, which has two
different ways a mark owner can be harmed. The first is by using the mark on
different goods from different sources so that the strength of the mark is
diminished by overuse and its distinctiveness is eroded, called `blurring’<a style="mso-footnote-id:ftn7" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn7" name="_ftnref7" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[7]</span></span></span></span></a>. The
other type of dilution is by tarnishment of the mark, using it in inferior or
in an unwholesome or degrading context that harms the reputation of the famous
mark.<a style="mso-footnote-id:ftn8" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn8" name="_ftnref8" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[8]</span></span></span></span></a> Under
the Act, neither type of dilution requires actual or likely confusion,
competition, or actual economic injury.<a style="mso-footnote-id:ftn9" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn9" name="_ftnref9" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[9]</span></span></span></span></a><span style="mso-spacerun:yes"> </span></span></p>
<p class="MsoNormal"><span style="font-size:10.0pt"><span style="mso-spacerun:yes"> </span>State anti-dilution statutes were the
main source of protection for owners of trademarks, until Congress in 1996 amended
the Lanham Act to adopt the Federal Trademark Anti-Dilution Act. The state laws
were considered too varied and difficult to enforce uniformly against
infringers who had goods in commerce across the country. The state
anti-dilution laws formerly had a different standard of proof for dilution,
requiring only the “likelihood of dilution” rather than “actual dilution”.<a style="mso-footnote-id:ftn10" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn10" name="_ftnref10" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[10]</span></span></span></span></a>
State statutes also do not contain an exemption for noncommercial use.<a style="mso-footnote-id:ftn11" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn11" name="_ftnref11" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[11]</span></span></span></span></a> When
the Federal Trademark Anti-Dilution Act (FTDA) was adopted, it defined dilution
as “the lessening of the capacity of a famous mark to identify and distinguish
goods.”<a style="mso-footnote-id:ftn12" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn12" name="_ftnref12" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[12]</span></span></span></span></a>
Another amendment in 2006 lessened the burden of proof for the mark holder to
require only the <i style="mso-bidi-font-style:normal">likelihood</i> of
dilution, rather than <i style="mso-bidi-font-style:normal">actual</i>
dilution.<a style="mso-footnote-id:ftn13" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn13" name="_ftnref13" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[13]</span></span></span></span></a>
Previously, state anti-dilution statutes provided the only avenue for
protection of trademarks from similar or the same marks by non-competitors, but
Congress determined that the many different state laws were inadequate to
protect trademarks in the global marketplace. The new federal anti-dilution
statutes provide for injunctive relief, damages and possibly destruction of the
infringing goods under the new amendments.<a style="mso-footnote-id:ftn14" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn14" name="_ftnref14" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[14]</span></span></span></span></a> </span></p>
<p class="MsoNormal"><span style="font-size:10.0pt"><span style="mso-spacerun:yes"> </span>How do these federal and state laws
affect the filmmaker; will he or she be violating the law by any appearance of
a famous mark in his or her film? Fortunately, the trademark statute itself, in
section 1125, “False designations of origin, false descriptions, and dilution
forbidden” provides that noncommercial use of a mark, in the sense that the use
is not attempting to identify the source of goods, but is used in a nominative
sense, is considered fair use and not infringement: </span></p>
<p class="MsoNormal"><span style="font-size:10.0pt"> </span></p>
<p class="MsoNormal"><span style="font-size:10.0pt"><span style="mso-spacerun:yes"> </span>***</span></p>
<p class="MsoNormal" style="mso-line-height-alt:8.4pt"><span style="font-size:
10.0pt"><span style="mso-spacerun:yes"> </span></span><b><span style="font-size:10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:
"Times New Roman";color:black">3)</span></b><span style="font-size:10.0pt;
mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman";
color:black"> <b>Exclusions</b></span></p>
<p class="MsoNormal" style="mso-line-height-alt:8.4pt"><span style="font-size:
10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman";
color:black">The following shall not be actionable as dilution by blurring or
dilution by tarnishment under this subsection:</span><span style="font-size:
10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman""></span></p>
<p class="MsoNormal" style="mso-line-height-alt:8.4pt"><a name="c_3_A"></a><b><span style="font-size:10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:
"Times New Roman";color:black">(A)</span></b><span style="font-size:10.0pt;
mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman";
color:black"> Any fair use, including a nominative or descriptive fair
use, or facilitation of such fair use, of a famous mark by another person other
than as a designation of source for the person’s own goods or services,
including use in connection with—</span></p>
<p class="MsoNormal" style="mso-line-height-alt:8.4pt"><a name="c_3_A_i"></a><b><span style="font-size:10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:
"Times New Roman";color:black">(i)</span></b><span style="font-size:10.0pt;
mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman";
color:black"> advertising or promotion that permits consumers to compare
goods or services; or</span></p>
<p class="MsoNormal" style="mso-line-height-alt:8.4pt"><a name="c_3_A_ii"></a><b><span style="font-size:10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:
"Times New Roman";color:black">(ii)</span></b><span style="font-size:10.0pt;
mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman";
color:black"> identifying and parodying, criticizing, or commenting upon
the famous mark owner or the goods or services of the famous mark owner.</span></p>
<p class="MsoNormal" style="mso-line-height-alt:8.4pt"><a name="c_3_B"></a><b><span style="font-size:10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:
"Times New Roman";color:black">(B)</span></b><span style="font-size:10.0pt;
mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman";
color:black"> All forms of news reporting and news commentary.</span></p>
<p class="MsoNormal" style="mso-line-height-alt:8.4pt"><a name="c_3_C"></a><b><span style="font-size:10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:
"Times New Roman";color:black">(C)</span></b><span style="font-size:10.0pt;
mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman";
color:black"> Any noncommercial use of a mark.</span><a style="mso-footnote-id:
ftn15" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn15" name="_ftnref15" title=""><span class="MsoFootnoteReference"><span style="font-size:10.0pt"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[15]</span></span></span></span></span></a><span style="font-size:10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:
"Times New Roman";color:black"></span></p>
<p class="MsoNormal" style="mso-line-height-alt:8.4pt"><span style="font-size:
10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman";
color:black"> </span></p>
<p class="MsoNormal" style="mso-line-height-alt:8.4pt"><span style="font-size:
10.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:"Times New Roman";
color:black"><span style="mso-spacerun:yes"> </span>***</span></p>
<p class="MsoNormal"><span style="font-size:10.0pt;mso-fareast-font-family:"Times New Roman";
mso-bidi-font-family:"Times New Roman";color:black"><span style="mso-spacerun:yes"> </span>That is not to say that any <i style="mso-bidi-font-style:normal">commercial </i>use of a trademark will
trigger a lawsuit; even if a trademark is used in connection with a commercial,
i.e. for-profit unrelated product, it is not to be confused with “commercial
use” under the Lanham Act. Collateral use of a trademark, uses as it was
intended by a secondary user as part of a larger work such as a film has been
allowed so long as the public would not be deceived or led to believe that the
senior user of the mark was somehow the sponsor of the secondary user’s item.<a style="mso-footnote-id:ftn16" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftn16" name="_ftnref16" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:"Times New Roman";
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
color:black;mso-ansi-language:EN-US;mso-fareast-language:EN-US;mso-bidi-language:
AR-SA">[16]</span></span></span></span></a> Collateral use has come
to mean the association of the mark with the authentic product, and only
dilution can be used to attack an otherwise fair use, as when the mark is not
used so as to confuse a consumer, but in a way that the mark owner does not
like. Fair use is a concept used in copyright law, but has been analogized in
cases and finally codified in the federal trademark act, by excluding
“nominative” or “descriptive” uses, and the defense is stronger with uses of
the mark other than with the same goods, which do not serve as an identifier of
the goods, as is usually the case with movies. The mere appearance of a famous
mark in a film, not intended to associate the film with the famous mark’s goods
or reputation, but used in its intended manner in identifying the product itself
appearing in the film, is considered nominative or descriptive, and not a
violation of the Act.</span><span style="font-size:10.0pt"> </span></p>
<p class="MsoNormal"> </p>
<p class="MsoNormal"> </p>
<p class="MsoNormal"><span class="apple-style-span"><span style="font-size:10.0pt;
color:black">Mary Ellen Tomazic is an attorney in Cleveland specializing in
entertainment</span></span><span style="font-size:10.0pt;color:black"><br>
<span class="apple-style-span">issue such as copyright, trademarks, contracts and
licenses for musical</span><br>
<span class="apple-style-span">groups and filmmakers.</span><br style="mso-special-character:
line-break">
<br style="mso-special-character:line-break">
</span></p>
<div style="mso-element:footnote-list"><br clear="all">
<hr align="left" size="1" width="33%">
<div style="mso-element:footnote" id="ftn1">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn1" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref1" name="_ftn1" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[1]</span></span></span></span></a> <span style="font-size:9.0pt">Michael C. Donaldson, Copyright & Clearance, 3d
Edition 427 (Silman-James Press 2008).</span></p>
</div>
<div style="mso-element:footnote" id="ftn2">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn2" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref2" name="_ftn2" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[2]</span></span></span></span></a> <span style="font-size:9.0pt">See 15 U.S.C. §1125 (a)(1)(A) (providing a cause of
action for a confusion claim).</span></p>
</div>
<div style="mso-element:footnote" id="ftn3">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn3" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref3" name="_ftn3" title=""><span class="MsoFootnoteReference"><span style="font-size:
9.0pt"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:9.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[3]</span></span></span></span></span></a><span style="font-size:9.0pt"> See 15 U.S.C. §1125 (a)(1)(b) (providing a cause of
action for a misrepresentation claim).</span></p>
<p class="MsoFootnoteText"><span style="font-size:9.0pt"> </span></p>
</div>
<div style="mso-element:footnote" id="ftn4">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn4" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref4" name="_ftn4" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[4]</span></span></span></span></a> <span style="font-size:9.0pt">O.R.C. 2913.34(F)(1)(a)(ii), which provides for
criminal penalties for trademark counterfeiting.</span></p>
</div>
<div style="mso-element:footnote" id="ftn5">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn5" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref5" name="_ftn5" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[5]</span></span></span></span></a> 15
U.S.C. § 1125(a).</p>
</div>
<div style="mso-element:footnote" id="ftn6">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn6" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref6" name="_ftn6" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[6]</span></span></span></span></a> 15
U.S.C. § 1125(c)(2).</p>
<p class="MsoFootnoteText"> </p>
</div>
<div style="mso-element:footnote" id="ftn7">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn7" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref7" name="_ftn7" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[7]</span></span></span></span></a> J<span style="font-size:9.0pt">. Thomas McCarthy, McCarthy on Trademarks and Unfair
Competition, § 2:39 (4<sup>th</sup> ed. 1999).</span></p>
</div>
<div style="mso-element:footnote" id="ftn8">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn8" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref8" name="_ftn8" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[8]</span></span></span></span></a> <span style="font-size:9.0pt">See, e.g., </span><i style="mso-bidi-font-style:normal"><span style="font-size:9.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:
"Times New Roman"">Dallas Cowboys Cheerleaders v. Pussycat Cinema, Ltd.</span></i><span style="font-size:9.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:
"Times New Roman"">, 604 F.2d 200 (2d Cir. 1979).</span><span style="font-size:
9.0pt"></span></p>
</div>
<div style="mso-element:footnote" id="ftn9">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn9" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref9" name="_ftn9" title=""><span class="MsoFootnoteReference"><span style="font-size:
9.0pt"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:9.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[9]</span></span></span></span></span></a><span style="font-size:9.0pt"> 15 U.S.C. § 1125(c)(2)(c).</span></p>
</div>
<div style="mso-element:footnote" id="ftn10">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn10" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref10" name="_ftn10" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[10]</span></span></span></span></a> <span style="font-size:9.0pt">See, e.g. Pillsbury Co. v. Milky Way Prods., Inc., 215
U.S.P.Q. (BNA) 124 (N.D. Ga. 1981) (noting that Georgia’s anti-dilution statute
requires only a likelihood of dilution). Ohio does not have an anti-dilution
statute; O.R.C. 2913.34(F)(1)(a)(ii), the criminal Trademark Counterfeiting law
requires a likelihood of “confusion or mistake or to deceive other persons”. </span></p>
</div>
<div style="mso-element:footnote" id="ftn11">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn11" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref11" name="_ftn11" title=""><span class="MsoFootnoteReference"><span style="font-size:
9.0pt"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:9.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[11]</span></span></span></span></span></a><span style="font-size:9.0pt"> See, e.g., Cal. Bus & Prof. Code § 14320(a) (West
2005).</span></p>
</div>
<div style="mso-element:footnote" id="ftn12">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn12" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref12" name="_ftn12" title=""><span class="MsoFootnoteReference"><span style="font-size:
9.0pt"><span style="mso-special-character:footnote"><span class="MsoFootnoteReference"><span style="font-size:9.0pt;font-family:"Calibri","sans-serif";
mso-ascii-theme-font:minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:
minor-latin;mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[12]</span></span></span></span></span></a><span style="font-size:9.0pt"> 15 U.S.C. §1127; 15 U.S.C. §1125(c) added by Pub. L.
No. 104-98, § 3(a)(1996).</span></p>
</div>
<div style="mso-element:footnote" id="ftn13">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn13" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref13" name="_ftn13" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[13]</span></span></span></span></a> <span style="font-size:9.0pt;mso-fareast-font-family:"Times New Roman";mso-bidi-font-family:
Arial;color:black">Trademark Dilution Revision Act, Pub.L. No. 109-312 § 2(1).</span><span style="font-size:9.0pt"></span></p>
</div>
<div style="mso-element:footnote" id="ftn14">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn14" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref14" name="_ftn14" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[14]</span></span></span></span></a> <span style="font-size:9.0pt">15 U.S.C. § 1117(a), §1118. </span></p>
</div>
<div style="mso-element:footnote" id="ftn15">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn15" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref15" name="_ftn15" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[15]</span></span></span></span></a> <span style="font-size:9.0pt">15 U.S.C. § 1125 (c)(3).</span></p>
</div>
<div style="mso-element:footnote" id="ftn16">
<p class="MsoFootnoteText"><a style="mso-footnote-id:ftn16" href="file:///C:/Users/Maryellen/Documents/Trademarks%20in%20Films%20-%20Installment%20%231.docx#_ftnref16" name="_ftn16" title=""><span class="MsoFootnoteReference"><span style="mso-special-character:
footnote"><span class="MsoFootnoteReference"><span style="font-size:10.0pt;font-family:"Calibri","sans-serif";mso-ascii-theme-font:
minor-latin;mso-fareast-font-family:Calibri;mso-fareast-theme-font:minor-latin;
mso-hansi-theme-font:minor-latin;mso-bidi-font-family:"Times New Roman";
mso-bidi-theme-font:minor-bidi;mso-ansi-language:EN-US;mso-fareast-language:
EN-US;mso-bidi-language:AR-SA">[16]</span></span></span></span></a> <span style="font-size:9.0pt">McCarthy, supra note 6, at § 11:47.</span></p>
</div></div>