United States: Allegedly Infringing Ad Campaign: Trademark Claims Preempted By Copyright

Last Updated: March 31 2016
Article by David O. Klein

Nobody puts Lions Gate Entertainment Inc.'s ("Lions Gate") Dirty Dancing brand in a corner – except for a California federal district court and an allegedly infringing ad campaign.

Why were Lions Gate's trademark and unfair competition claims preempted by copyright?

Allegedly Infringing Ad Campaign

In 2014, TD Ameritrade Holding Corporation and a number of its subsidiaries ("TD") hired advertising agency Havas Worldwide New York, Inc. ("Havas") to create a national advertising campaign, including online, television and print ads. From approximately October 2014 to April 2015, TD and Havas (collectively, "Defendants") ran a campaign that purportedly drew inspiration from Dirty Dancing's famous "nobody puts baby in a corner" quote and final dance scene. The main line of the subject ad campaign was "nobody puts your old 401k in a corner," with an encouragement to enroll in TD's IRA plans. Some versions of the advertisements featured a man lifting a piggy bank over his head after the piggy bank ran into the man's arms, as well as the song, "(I've Had) the Time of My Life," which also played during the final dance scene in Dirty Dancing.

In April 2015, Lions Gate (owner of the film Dirty Dancing) contacted Defendants about the allegedly infringing ad campaign, claiming that Defendants' ads intentionally copied the film and were designed to create an unlawful association with Lions Gate and its commercial activities. Ultimately, Defendants ceased the campaign but refused to pay Lions Gate for the alleged infringing use.

Lawsuits (and Havas and TD's Partial Victory)

After settlement discussions stalled, Defendants filed a declaratory judgment lawsuit in the Southern District of New York, while Lions Gate filed its own suit in the Central District of California (Case No. 2:15-cv-05024-DDP-E) alleging copyright infringement, trademark infringement, trademark dilution and unfair competition. In the fall of 2015, Defendants voluntarily dismissed their suit and filed a motion to dismiss Lions Gate's action, claiming (among other things) that Lions Gate's unfair competition, trademark infringement and trademark dilution causes of action were preempted by the Copyright Act.

On March 14, 2016, referencing 17 U.S.C. § 301(a) and the Supreme Court's 2003 Dastar ruling, the Court determined that Lions Gate's federal, state and common-law unfair competition and trademark infringement causes of action were preempted by copyright law because:

  • copyrighted and copyrightable subject matter was involved in those causes of action (i.e., the motion picture Dirty Dancing and related literary, musical and choreographic works); and
  • the same rights were asserted in those causes of action as Lions Gate asserted in its copyright infringement cause of action (i.e., reproduction and distribution of the copyrighted work and preparation of a derivative work).

According to the Court, "the same rights are alleged in the causes of action – the right to be the exclusive licensor and user of the sentence 'Nobody puts Baby in a corner.' Therefore, Plaintiff's trademark infringement and unfair competition causes of action are also dismissed with prejudice because they are preempted by the Copyright Act and so any amendment would be futile."

The Court also dismissed Lions Gate's trademark dilution cause of action for failure to state a claim, conceding that trademark dilution claims are "not perhaps preempted by the Copyright Act."

Legal Risk Remains for Ad Agencies

Although TD and Havas scored a partial victory with the dismissal of Lions Gate's trademark and unfair competition claims, the Court has allowed Lions Gate to proceed with its copyright infringement cause of action. Regardless of the case's outcome, the creative decisions made by the above-mentioned Defendants proved fatal to their allegedly infringing ad campaign.

To minimize the risk of similar legal surprises, as early as possible in the creative process, campaign scripts and footage should be carefully vetted by an experienced intellectual property attorney to ensure that third-party brands and creative content, both visual and spoken, are properly cleared.

If you are interested in learning more about this topic, or if you are involved in a copyright or trademark dispute, please e-mail us at info@kleinmoynihan.com or call us at (212) 246-0900.

Related Blog Posts:

PornHub Advertising in Crosshairs for Sloppy Trademark Clearance

Eighth Circuit: Non-Commercial Copyright Use Preempts Right of Publicity

Superman v. Superdad: Trademark Lawsuit to Continue

The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.

To print this article, all you need is to be registered on Mondaq.com.

Click to Login as an existing user or Register so you can print this article.

Authors
David O. Klein
 
In association with
Related Video
Up-coming Events Search
Tools
Print
Font Size:
Translation
Channels
Mondaq on Twitter
 
Register for Access and our Free Biweekly Alert for
This service is completely free. Access 250,000 archived articles from 100+ countries and get a personalised email twice a week covering developments (and yes, our lawyers like to think you’ve read our Disclaimer).
 
Email Address
Company Name
Password
Confirm Password
Position
Mondaq Topics -- Select your Interests
 Accounting
 Anti-trust
 Commercial
 Compliance
 Consumer
 Criminal
 Employment
 Energy
 Environment
 Family
 Finance
 Government
 Healthcare
 Immigration
 Insolvency
 Insurance
 International
 IP
 Law Performance
 Law Practice
 Litigation
 Media & IT
 Privacy
 Real Estate
 Strategy
 Tax
 Technology
 Transport
 Wealth Mgt
Regions
Africa
Asia
Asia Pacific
Australasia
Canada
Caribbean
Europe
European Union
Latin America
Middle East
U.K.
United States
Worldwide Updates
Check to state you have read and
agree to our Terms and Conditions

Terms & Conditions and Privacy Statement

Mondaq.com (the Website) is owned and managed by Mondaq Ltd and as a user you are granted a non-exclusive, revocable license to access the Website under its terms and conditions of use. Your use of the Website constitutes your agreement to the following terms and conditions of use. Mondaq Ltd may terminate your use of the Website if you are in breach of these terms and conditions or if Mondaq Ltd decides to terminate your license of use for whatever reason.

Use of www.mondaq.com

You may use the Website but are required to register as a user if you wish to read the full text of the content and articles available (the Content). You may not modify, publish, transmit, transfer or sell, reproduce, create derivative works from, distribute, perform, link, display, or in any way exploit any of the Content, in whole or in part, except as expressly permitted in these terms & conditions or with the prior written consent of Mondaq Ltd. You may not use electronic or other means to extract details or information about Mondaq.com’s content, users or contributors in order to offer them any services or products which compete directly or indirectly with Mondaq Ltd’s services and products.

Disclaimer

Mondaq Ltd and/or its respective suppliers make no representations about the suitability of the information contained in the documents and related graphics published on this server for any purpose. All such documents and related graphics are provided "as is" without warranty of any kind. Mondaq Ltd and/or its respective suppliers hereby disclaim all warranties and conditions with regard to this information, including all implied warranties and conditions of merchantability, fitness for a particular purpose, title and non-infringement. In no event shall Mondaq Ltd and/or its respective suppliers be liable for any special, indirect or consequential damages or any damages whatsoever resulting from loss of use, data or profits, whether in an action of contract, negligence or other tortious action, arising out of or in connection with the use or performance of information available from this server.

The documents and related graphics published on this server could include technical inaccuracies or typographical errors. Changes are periodically added to the information herein. Mondaq Ltd and/or its respective suppliers may make improvements and/or changes in the product(s) and/or the program(s) described herein at any time.

Registration

Mondaq Ltd requires you to register and provide information that personally identifies you, including what sort of information you are interested in, for three primary purposes:

  • To allow you to personalize the Mondaq websites you are visiting.
  • To enable features such as password reminder, newsletter alerts, email a colleague, and linking from Mondaq (and its affiliate sites) to your website.
  • To produce demographic feedback for our information providers who provide information free for your use.

Mondaq (and its affiliate sites) do not sell or provide your details to third parties other than information providers. The reason we provide our information providers with this information is so that they can measure the response their articles are receiving and provide you with information about their products and services.

If you do not want us to provide your name and email address you may opt out by clicking here .

If you do not wish to receive any future announcements of products and services offered by Mondaq by clicking here .

Information Collection and Use

We require site users to register with Mondaq (and its affiliate sites) to view the free information on the site. We also collect information from our users at several different points on the websites: this is so that we can customise the sites according to individual usage, provide 'session-aware' functionality, and ensure that content is acquired and developed appropriately. This gives us an overall picture of our user profiles, which in turn shows to our Editorial Contributors the type of person they are reaching by posting articles on Mondaq (and its affiliate sites) – meaning more free content for registered users.

We are only able to provide the material on the Mondaq (and its affiliate sites) site free to site visitors because we can pass on information about the pages that users are viewing and the personal information users provide to us (e.g. email addresses) to reputable contributing firms such as law firms who author those pages. We do not sell or rent information to anyone else other than the authors of those pages, who may change from time to time. Should you wish us not to disclose your details to any of these parties, please tick the box above or tick the box marked "Opt out of Registration Information Disclosure" on the Your Profile page. We and our author organisations may only contact you via email or other means if you allow us to do so. Users can opt out of contact when they register on the site, or send an email to unsubscribe@mondaq.com with “no disclosure” in the subject heading

Mondaq News Alerts

In order to receive Mondaq News Alerts, users have to complete a separate registration form. This is a personalised service where users choose regions and topics of interest and we send it only to those users who have requested it. Users can stop receiving these Alerts by going to the Mondaq News Alerts page and deselecting all interest areas. In the same way users can amend their personal preferences to add or remove subject areas.

Cookies

A cookie is a small text file written to a user’s hard drive that contains an identifying user number. The cookies do not contain any personal information about users. We use the cookie so users do not have to log in every time they use the service and the cookie will automatically expire if you do not visit the Mondaq website (or its affiliate sites) for 12 months. We also use the cookie to personalise a user's experience of the site (for example to show information specific to a user's region). As the Mondaq sites are fully personalised and cookies are essential to its core technology the site will function unpredictably with browsers that do not support cookies - or where cookies are disabled (in these circumstances we advise you to attempt to locate the information you require elsewhere on the web). However if you are concerned about the presence of a Mondaq cookie on your machine you can also choose to expire the cookie immediately (remove it) by selecting the 'Log Off' menu option as the last thing you do when you use the site.

Some of our business partners may use cookies on our site (for example, advertisers). However, we have no access to or control over these cookies and we are not aware of any at present that do so.

Log Files

We use IP addresses to analyse trends, administer the site, track movement, and gather broad demographic information for aggregate use. IP addresses are not linked to personally identifiable information.

Links

This web site contains links to other sites. Please be aware that Mondaq (or its affiliate sites) are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of these third party sites. This privacy statement applies solely to information collected by this Web site.

Surveys & Contests

From time-to-time our site requests information from users via surveys or contests. Participation in these surveys or contests is completely voluntary and the user therefore has a choice whether or not to disclose any information requested. Information requested may include contact information (such as name and delivery address), and demographic information (such as postcode, age level). Contact information will be used to notify the winners and award prizes. Survey information will be used for purposes of monitoring or improving the functionality of the site.

Mail-A-Friend

If a user elects to use our referral service for informing a friend about our site, we ask them for the friend’s name and email address. Mondaq stores this information and may contact the friend to invite them to register with Mondaq, but they will not be contacted more than once. The friend may contact Mondaq to request the removal of this information from our database.

Security

This website takes every reasonable precaution to protect our users’ information. When users submit sensitive information via the website, your information is protected using firewalls and other security technology. If you have any questions about the security at our website, you can send an email to webmaster@mondaq.com.

Correcting/Updating Personal Information

If a user’s personally identifiable information changes (such as postcode), or if a user no longer desires our service, we will endeavour to provide a way to correct, update or remove that user’s personal data provided to us. This can usually be done at the “Your Profile” page or by sending an email to EditorialAdvisor@mondaq.com.

Notification of Changes

If we decide to change our Terms & Conditions or Privacy Policy, we will post those changes on our site so our users are always aware of what information we collect, how we use it, and under what circumstances, if any, we disclose it. If at any point we decide to use personally identifiable information in a manner different from that stated at the time it was collected, we will notify users by way of an email. Users will have a choice as to whether or not we use their information in this different manner. We will use information in accordance with the privacy policy under which the information was collected.

How to contact Mondaq

You can contact us with comments or queries at enquiries@mondaq.com.

If for some reason you believe Mondaq Ltd. has not adhered to these principles, please notify us by e-mail at problems@mondaq.com and we will use commercially reasonable efforts to determine and correct the problem promptly.