Intellectual Property Law

Are Moviegoers Paying for a Two-Hour Commercial?

By Michael Atkins

Are we paying $10 for a movie or a two-hour commercial?

As many know, the answer these days is both.

The New York Times yesterday had a nice piece that includes a description of script notes by a trademark lawyer.

“Now, having Campbell’s Soup or Chrysler associated with your project can be nearly as important to your pitch as signing Tom Cruise,” the article says.

It goes on to describe how the writer and director of “Up in the Air” wanted to use a real hotel brand for George Clooney’s character to visit.

Hilton traded free hotel stays for the film crew, sets, and wide promotion of the film in exchange for the movie’s using its brand.

We all know this is happening. And it arguably allows great small-budget movies to be made. But when I go to a movie, I’m paying for a story. To escape. Not to wonder how much General Mills paid to put a box of Cheerios on the hero’s breakfast table.

That used to be an occupational hazard. Now everyone’s in the same boat.

Full post as published by Seattle Trademark Lawyer on April 06, 2010 (boomark / email).