On Wednesday, November 5th, the U.S. Court of Appeals for the Ninth Circuit affirmed a decision of the U.S. District Court for the Central District of California in favor of Rockstar Games, subsidiary of Take-Two Interactive and creator of the popular Grand Theft Auto franchise, in a suit brought by E.S.S. Entertainment 2000, owner and operator of the Play Pen Gentlemen’s Club located in downtown Los Angeles.
Filed by E.S.S. in April of 2005, the suit alleged that by including a strip club called the “Pig Pen” in Los Santos, a fictionalized version of Los Angeles which appears in Grand Theft Auto: San Andreas, Rockstar had engaged in unfair competition and infringed the trademarks and trade dress of the Play Pen Gentlemen’s Club of downtown Los Angeles. On a motion for summary judgment, Rockstar raised essentially two arguments to defend against the allegations of E.S.S.:
- that use of “Pig Pen” was a nominative fair use; and
- that use of the “Pig Pen” was protected by the first amendment.
In analyzing Rockstar’s first defense, the Court of Appeals looked at three prominent cases that dealt with the issue of nominative fair use: Playboy Enterprises, Inc. v. Welles (in which a former playmate used Playboy’s “playmate of the year” mark to refer to the honor she had previously held in that magazine); Mattel Inc. v. Walking Mountain Productions (the “Barbie in a blender case” in which an artist depicted Barbie dolls in a series of risqué photos involving food and cooking implements); and New Kids on the Block v. News America Publishing (in which two newspapers each used the New Kids on the Block mark to refer to the group for contests in which fans could call in to vote for their favorite New Kid). Looking at these cases, the court decided that nominative fair use occurs only when the defendant “deliberately uses the trademark or trade dress of another ‘for the purpose of comparison, criticism[, or] point of reference’” (quoting New Kids by way of Walking Mountain). According to this standard the Court held that Rockstar was not protected by the doctrine of nominative fair use because “Pig Pen” is not identical to the E.S.S. “Play Pen” trademark and Rockstar’s designers admitted that they did not create the Pig Pen strip club within the world of San Andreas to comment on the real world Play Pen Gentleman’s Club.
Moving on, the court felt that the facts in this case more closely resembled circumstances under which the company could receive protection under the First Amendment. In deciding whether Rockstar would or would not be afforded First Amendment protection from claims of trademark infringement and unfair competition, the Court of Appeals looked to another Barbie case, Mattel Inc. v. MCA Records (which arose out of the “Barbie” mark having been used in the lyrics and title of the pop song “Barbie Girl” by Aqua), as well as to Rogers v. Grimaldi (in which Ginger Rogers sought to prevent the release of Franco Fellini’s film Ginger and Fred, the story of two performers who made a living impersonating Ginger Rogers and Fred Astaire). From these cases it was determined that the First Amendment requires courts to construe trademark protections to only prevent the use of other’s marks in artistic works “where the public interest in avoiding consumer confusion outweighs the public interest in free expression” (quoting Grimaldi). More specifically, use of another’s trademark within an artistic work would only open the creator up to liability where the use of the mark “has no artistic relevance to the underlying work whatsoever, or if it has some artistic relevance, if [such use] explicitly misleads as to the source or the content of the work” (quoting Grimaldi by way of MCA Records). Applying this rule, the 9th Circuit Court of Appeals affirmed the Motion for Summary Judgment granted to Rockstar on the grounds that a recreation of a Los Angeles strip club has some artistic relevance to accurately depicting Los Angeles within Grand Theft Auto: San Andreas, and the inclusion of the Pig Pen within the game is incidental in the scope of the entire game and highly unlikely to mislead players into believing that E.S.S. was involved with or endorses Rockstar or Grand Theft Auto: San Andreas.
At the time of this writing counsel for E.S.S. has yet to comment on whether or not they will be seeking to appeal this decision to the U.S. Supreme Court.
The decision in E.S.S. Entertainment 2000, Inc., d/b/a Playpen v. Rock Star Video, Inc., e/s/a Rockstar Games, Inc. is made available courtesy of the U.S. Court of Appeals for the Ninth Circuit.